Abstract
ABSTRACTThis study investigated the relationships between fans' engagement with their favorite teams' Facebook pages, relationship quality with their favorite team, and purchase and referral intentions using relationship marketing as a framework. Results indicated that individuals who engaged more on Facebook also had greater relationship quality. Additionally, a higher level of engagement with teams' Facebook pages had a significant, positive impact on purchase intentions. The indirect effects of Facebook engagement on purchase and referral intentions as mediated by relationship quality were significant and positive. In summary, Facebook engagement had a positive impact on fans' relationship quality and purchase and referral intentions.
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