Understanding the Effect of Social Media Marketing Activities on Football Fans’ Satisfaction and Engagement: A Study of Portuguese 2nd League Professional Football Clubs

Sílvia Faria,Paula Rodrigues,Manuel Sousa Pereira,Pedro Ferreira

doi:10.5171/2022.448483

Abstract

General use and acceptance of the Internet made social networks an indispensable means of communication between organizations and their target. Both individuals and companies create fan pages on online platforms, using them to interact with different receivers and develop personal and business opportunities.

Highlights

Social media marketing activities affect satisfaction through social identification and perceived value, inducing a continuance and participation intention on customers- relationship in time (Chen and Lin, 2019; Sharma, Singh, Kujur and Das, 2021)
Despite some limitations, findings indicate that the majority of initiatives on social media marketing – Facebook- contribute in a positive way to supporters' satisfaction and engagement
This study reveals that Internet users are connected on an average of 6h:54m per day and 2h:25m are spent on social media

Summary

Introduction

Social media marketing activities affect satisfaction through social identification and perceived value, inducing a continuance and participation intention on customers- relationship in time (Chen and Lin, 2019; Sharma, Singh, Kujur and Das, 2021). Using social media as a tool to interact with customers boosts brand awareness (Barreda, Bilgihan, Nusair and Okumus, 2015), affects consumer choices and satisfaction (Lin, 2013 in Barreda et al, 2015), and increases brand equity and value. Achieving brand equity and brand value are top priorities for many organizations Those are two different but intricately linked concepts (Tiwari, 2010): one refers to the financial perspective of a brand (what the brand is worth to managers and shareholders – value), and the other to a set of perceptions and subsequent behavior on the part of customers (equity). Some studies seem to conclude that social media marketing has an impact on consumer satisfaction, and brand equity (Tiwary, 2010)

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