Fan Loyalty Research Articles

Empowering leadership and socio-technological practices: an empirical investigation of BTS’s success

PurposeThis study explores the global phenomenon of BangTan Sonyeondan (BTS), a Korean singing group, from an under-researched art and entertainment market perspective. We introduce a research model to delineate the impacts of leadership motivation, socio-technological practices and global prominence outcomes.Design/methodology/approachThe theoretical foundation clarifies the research context, justifying the relevance of key concepts, linking them to primary research questions and forming the basis for a well-structured empirical investigation. Our research model presents the flows of leadership influence, training practices, technology use and global prominence outcomes. Utilizing a survey instrument, we gathered data from BTS fans and analyzed the empirical findings.FindingsBTS’s success is attributed to unique factors: (1) upstream flow of leadership influence; (2) process flow of internal service training and technological excellence, fostering stakeholder enthusiasm. The results indicate that service empowerment leadership is crucial in driving talent development and appropriate technology use, enhancing brand reputation. Fan loyalty and collective passion are key moderators in these dynamics.Research limitations/implicationsWhile focused on BTS, our findings have broader applicability in entertainment organizations, underscoring the relevance of socio-technological theory in understanding phenomena similar to BTS’s success.Practical implicationsLong-term brand performance in service organizations extends beyond financial metrics and necessitates empowering service leadership, training for key performers, technological infrastructure and managing personal interactions and group dynamics.Originality/valueThis study is unique in applying a leadership motivation perspective and socio-technological theory to BTS’s long-term success, utilizing BTS fans’ views to examine and assess their success factors and outcomes.

Analyzing the Impact of Social Media on Sports Marketing

The study's findings demonstrate the substantial social media's effects on sports marketing strategies. First of all, by enabling direct and instantaneous communication between sports teams and their fan base, social media networks have entirely transformed fan involvement. Sports marketers may use tools like live streaming, fan forums, and social media campaigns to foster a sense of community, encourage fan participation, and create unique experiences that boost fan loyalty are now powerful instruments for brand-building in sports marketing. Sports companies may showcase their principles, improve their brand messaging, and create interesting material that appeals to their target audience by utilising Facebook, Twitter, Instagram, and YouTube.

The Influence of Brand Personality, Supporter Trust, Supporter Satisfaction Against Supporter Commitment (Empirical Study: Fans of The Indonesian National Football Team)

Sport, particularly football, is a field with a vast fan base, where the loyalty and commitment of fans play a crucial role in a team's success. A football team functions much like a brand, and similar to any product or service, fans have specific criteria that drive their support and commitment to their favorite team. This research aims to analyze the factors that shape fan commitment, enabling football teams to better cater to their supporters' expectations. The study specifically examines variables such as Brand Personality, Supporter Commitment, Supporter Trust, and Supporter Satisfaction. The primary objective is to identify the key factors that are essential for building a strong commitment among football fans towards their beloved teams. The research adopts a quantitative approach, targeting a sample size of at least 100 participants. Data was collected through online questionnaires, and the analysis was conducted using Structural Equation Modeling (SEM) via SmartPLS 3.0, assessing both the outer and inner models. The findings reveal that the Brand Personality of the Indonesian National Football Team has a positive and significant impact on Supporter Trust, Supporter Commitment, and Supporter Satisfaction. These results imply that by understanding and enhancing the brand personality, football teams can effectively foster greater trust, commitment, and satisfaction among their fans, leading to a stronger and more loyal supporter base.

What's Up, Mister! An Investigation of the Team-Fan Conversational Approach

This paper proposes a research model for investigating the effect on fan satisfaction and fan loyalty of the three dimensions of the customer engagement construct on Mobile Instant Messaging Apps when they are used as Engagement Platforms in a conversational marketing approach. To test the hypotheses, a sequential regression model was implemented. A survey was conducted on fans of a famous football team in Italy that has recently decided to use WhatsApp (Mobile Instant Messaging App - MIM) to allow fans to communicate directly with football players. The results highlight the importance of emotional engagement on fan satisfaction and the role of behavioural engagement through the use of WhatsApp for enhancing fan commitment. Fans who are engaged and more satisfied thanks to the use of MIM apps can be ambassadors for the sport brand thus affecting the fan behaviour-based relationship performance and the support to the team. For this reason, sports team managers need to consider the MIM app as a tool that can increase fan engagement.

Leveraging social media for business development: an empirical analysis of fan loyalty and fan expansion

Leveraging social media for business development: an empirical analysis of fan loyalty and fan expansion

Participatory Culture and Fan Loyalty in Idol Groups: The Case of BTS

Within the framework of event theory, this study attempts to study the influence of participatory culture on fan loyalty of idol groups using BangTan Sonyeon Dan (BTS) as an example by means of interviews and questionnaires. Based on the results of existing studies, the study found that participatory culture basically presents a positive influence on fan loyalty. Unexpectedly, for one, interaction among fans does not largely reflect a dissipating effect on the negative emotions generated by negative news. For two, fans would be more inclined to consume products that are both meaningful to their personal lives and beneficial to the idols themselves. In conclusion, the study found that despite the differences in the pathways of influence between fan-fan interactions and interactions with idols themselves, the participatory culture of idol groups as a whole still showed a facilitating effect on fan loyalty. At the same time, fans still maintain a certain degree of consumption rationality in participatory culture, demonstrating the cultural advantage of participatory culture in guiding fans to mitigate impulsive consumption. This study empirically links the relationship between participatory culture and fan loyalty, and provides a model for the development of idol groups.

Influence of fan loyalty on fans' behavior of purchasing products endorsed by idolized idol' brands

Celebrity endorsement is a commonly used marketing method, since the 1980s, most companies have chosen celebrity endorsement, celebrity endorsement in today's era of the full outbreak of celebrity endorsement can be seen everywhere by different brands. Not only that, along with the Internet access to the entertainment industry, the development of fan culture, but also because of the development of fan culture, followed by the generation of "fan economy",: fan economy "in today's market is a force that cannot be ignored. The loyalty of the fans to the celebrities included in the fan economy is an important criterion for the development of the fan economy. This paper only takes star loyalty as the research objective to study its influence on fans' behavior of purchasing products endorsed by idol brands. This paper uses a questionnaire to conduct a survey, and the respondents are all fans of the Korean idol group NCT. Behavioral loyalty and attitudinal loyalty are studied, and finally, it is concluded that fan loyalty has an impact but not a correlation on fans' behavior of purchasing idol brand endorsement products.

A Reappraisal on Link between Goodwill and Financial Performance in Sport Industry of Jalandhar

This study presents a comprehensive reconsideration of the subtle relationship between goodwill and financial performance in the sports industry. Traditionally, goodwill has been linked to intangible assets like brand reputation and consumer loyalty, which are difficult to measure. The study explores how goodwill, which is continuously reflected through brand reputation, fan loyalty, functions as a critical asset in improving financial outcomes for sports companies. By evaluating multiple revenue streams like sponsorships, retail sales, broadcast rights, and match day revenues, the study illustrates the mutually beneficial for a goodwill foundation and improved financial success. Furthermore, the study explores the moderating impacts of external factors such as market dynamics, competitive success, and digital media presence, providing a more nuanced picture of how goodwill contributes to long-term financial growth in the sports industry. It investigates how intangible assets like goodwill can be translated into actual financial rewards such as larger sponsorships, bigger ticket sales, and higher television ratings. The study's findings are especially pertinent for sports business owners and industry experts who want to manage the intricacies of managing a team or event in an increasingly competitive market. This reappraisal intends to broaden the debate on sports management and provide concrete lessons for practitioners seeking to harness goodwill as a strategic asset for financial success. Key words: Goodwill, Financial Performance, Sports Industry, Brand Reputation, Fan Loyalty, Sponsorships.

The role of perceived value in football club branding: a developing league perspective

PurposeThe purpose of this study is to identify which dimensions of perceived value best mediate football club branding and fan loyalty from a developing league perspective.Design/methodology/approachUsing a cross-sectional design, we collected data using questionnaires from football fans in Ghana (N = 700). The data were analysed using SmartPLS V3, applying structural equation modelling with bootstrapping procedure.FindingsThe results indicate that club branding is an effective precursor of fan loyalty. Moreover, the findings suggest that functional, social and emotional values mediated club branding and fan loyalty, whereas epistemic and economic values did not.Originality/valueThis study contributes to sports management literature by identifying the dimensions of perceived value that will be relevant in the development of club brands in the developing league context.

The Benign Brand Operation of Professional Sports Leagues: A Case Study on Real Madrid

Real Madrid's profitability continued to grow during the epidemic period, making it a rare club in Europe to still be profitable during COVID-19. Based on this event, the purpose of this exploration was to exploare what kind of management style and business strategy Real Madrid used during the epidemic period of 20192022. Using Real Madrid as a case study, this paper analyzed the information sources applied to Real Madrid's revenues in different aspects as well as Real Madrid's business formula. The first reason was Real Madrid's market management philosophy, and the corresponding recommendation was to increase fan loyalty by strengthening the development of the players and improving the rights of the fans, along with digital marketing tools. The second reason was Real Madrid's excellent youth training system, and the corresponding recommendation was to make more use of modern data analysis systems to track the development of each player. The third reason was Real Madrid's team culture, and the recommendation was to utilize the celebrity effect to promote the team's culture. The main objective of such an exploration was to help national soccer clubs learn from Real Madrid's successful management model to improve their profitability.

Sports brand love 2.0 in the context of football teams

ABSTRACT This paper examines the antecedents of brand love of football team fans, as well as the predictive role of its dimensions in behavioural intentions that would help us understand why fans come to “love” their teams and what they can do to demonstrate that love. Using a sample of 557 fans of a Mexican sports team and structural equations, this paper proposes a theoretical framework related to the brand love of fans’ football teams. The results show that (1) social identity, social media dependency, hedonic emotions, advertising expenditure perceptions, and trust influence the building of a brand love; and (2) this brand love influences the offline and online behaviour and fan commitment. Additionally, brand associations influence hedonic emotions, except for the effect of coach perceptions. The study provides important implications for sports team managers, offering evaluative and analytical tools to help manage the team's brand and cultivate strong and lasting relationships with the team's fans. There are three main contributions: (1) contribution to the study of the influence of brand associations on hedonic emotions, (2) integrated study of the influence of brand associations, hedonic emotions, advertising investment and trust on brand love, and (3) analysis of the effects of brand love on offline and online behavioural intentions, and commitment.

Increasing Sport Fans’ Receptivity to Sustainability Messaging Through the Enhancement of Brand Authenticity

Brand authenticity is a crucial concept in determining a continuing relationship between a team and its fans. To better understand brand authenticity in the sport industry, this study explored how professional sport teams’ brand authenticity can be enhanced by its antecedents and what is the role of brand authenticity on fan loyalty, ultimately enhancing receptivity to environmental sustainability messaging. A total of 349 fans of the National Football League participated in an online survey. This research employed structural equation modeling to examine the relationships among the eight main constructs in the hypothesized research model. The results indicated that the five predictors positively influenced the team’s brand authenticity. Furthermore, enhanced brand authenticity impacted fan loyalty, while receptivity to environmental sustainability messaging was affected by fan loyalty and environmental sustainability attitude. The findings demonstrate how sport organizations can increase fans’ receptivity to environmental sustainability messaging through fans’ perceived brand authenticity and loyalty.

The Influence of Sports Celebrities’ Image on Fan Loyalty and Engagement on Social Media

The Influence of Sports Celebrities’ Image on Fan Loyalty and Engagement on Social Media

The Mediating Role of Brand Image in the Relationship Between Fan Engagement and Fans' Attitudinal and Behavioral Loyalty

Objective: The aim of this study was to investigate the mediating role of brand image in the relationship between fan engagement and fans' attitudinal and behavioral loyalty. Methodology: In this correlational study, the statistical population consisted of fans of the Iranian Premier Football League. Among them, four teams (Persepolis, Esteghlal, Tractor, and Sepahan) were selected as the top four teams of the 2019-2020 season. Given the unlimited size of the statistical population, stratified random sampling was employed, and the sample size was determined to be 258 individuals. Data were collected using the Fan Engagement with Brand Questionnaire by Desar (2017), the Team Brand by Bauer et al. (2008), and Fan Loyalty, including Attitudinal Loyalty and Behavioral Loyalty (Gladden & Funk, 2001; Stevens & Rosenberger, 2012; Wang et al., 2011). Pearson correlation coefficient and structural equation modeling were used for data analysis. Findings: Fan engagement influences the team’s brand image, and brand image affects both attitudinal loyalty and behavioral loyalty. This study also demonstrated that brand image plays a mediating role in the relationship between fan engagement with the brand and fans' attitudinal and behavioral loyalty. Conclusion: The present study contributes to filling the gap in sports marketing literature by providing a better understanding of what contributes to fan loyalty for professional football teams in the Iranian Premier League. Building on existing sports marketing literature, the model developed in this study enables sports managers to comprehensively measure the relationships between fan engagement, team brand image, attitudinal loyalty, and behavioral loyalty.

Contractualismo en el fandom ARMY: una legión preparada y movilizada al servicio de BTS

Although the phenomenon of fandom had its origins in the 19th century, in recent years, it has undergone significant evolution, becoming a fundamental component of the expansion and proliferation of transmedia universes. Currently, one of the largest and most globalised fan communities is ARMY, the fandom of the K-pop group BTS. The purpose of this manuscript is to reflect on the distinctive elements that characterise the ARMY community, understand its unique relationship with BTS in relation to contractualist theories, and analyse the peculiarities of its content production. Through a questionnaire-type survey directed at BTS followers, with the participation of 275 people in English and 128 in Spanish, quantitative information was collected. The goal was to extrapolate, through structured procedures, certain aspects of the behaviour of BTS fans. The results obtained allow for establishing the points of connection between the band and its fandom, understanding the importance of narrative as a driver of fan loyalty, evaluating the predominant influence of YouTube compared to other content consumption channels, and finally extrapolating these characteristics as a model that stimulates fan communities through fundamental elements of contractualism.

“Exploring the Intersection of Fan Loyalty and the Commercialization of the Sports Industry”

“Exploring the Intersection of Fan Loyalty and the Commercialization of the Sports Industry”

Analysis and Strategies for the Shanghai Sharks

This essay is an analysis of the Shanghai Sharks from a sports marketing perspective. Including fandom, its potential challenges, branding, social identification, service quality perspective, and fan loyalty. First, the classification of fans. There are five main types of classification for the fans. With the fans being categorized, fan loyalty was the next thing to look at. With the PCT scale, there were different strategies proposed with the purpose of increasing different types of fanbase with different levels of psychological commitment. Furthermore, with the research done on social identification theory, it is important to recognize the importance of establishing a brand that can reflect positively on people. With that being said, it highlights the importance of the brand image. What’s challenging is that the franchise was currently involved in a fixed game scandal, and the study of the consumer-based brand equity illustrates the importance of the brand association, which the team is currently challenged with.

TEORI KOMUNIKASI AGENDA-SETTING DALAM K-POP: PERAN MEDIA TERHADAP MOTIVASI, KEPUASAN, DAN LOYALITAS FANS DALAM MENDUKUNG GRUP IDOLA

The agenda setting theory is a concept in communication studies that states that mass media has the ability to influence public attention by determining topics or issues that are considered important. In the context of K-Pop, media has an extraordinary capacity to influence the motivation, satisfaction, and loyalty of their fan base. The agenda setting theory affects the motivation, satisfaction, and loyalty of K-pop fans through mass media information that influences their experience. Positive media information increases fan satisfaction and loyalty, as well as motivates support for idol groups. Media shapes issues, influences attention, and plays a crucial role in marketing strategies and influencing fan loyalty to K-pop. Media creates narratives that affect the motivation, satisfaction, and loyalty of fans.

The Brand Equity of Los Angeles Lakers

Brand equity is a crucial component for sports teams in establishing their market position and generating revenue. The Los Angeles Lakers, one of the most successful franchises in the National Basketball Association (NBA), has maintained a strong brand image for decades. However, the factors contributing to their brand equity and its impact on fan loyalty and merchandise sales remain unexplored. Therefore, this study aims to investigate the brand equity of the Los Angeles Lakers and its significance to the team's marketing strategy. The research method is the literature review. The research topics included the identification of key brand attributes associated with the Lakers, the role of star players and team success in brand building, the impact of social media and fan engagement, and the relationship between brand equity and fan loyalty and merchandise sales. The research revealed that the Lakers' brand equity is built upon a unique combination of history, legacy, and success, as well as the team's association with star players and iconic logos. Social media and fan engagement were also identified as critical factors in maintaining and enhancing brand equity. The study also found that the Lakers' brand equity has a significant impact on fan loyalty and merchandise sales, providing valuable insights for the team's marketing strategy. In conclusion, this study provides a comprehensive understanding of the factors contributing to the brand equity of the Lakers and its significance in the team's marketing success.

Analysis of the Effect of Marketing on Enterprise Brand Establishment: Take Coca-Cola as an Example

Coca-Cola is a fantastic illustration of how powerful marketing can establish a brand and foster consumer devotion. The success of the business is largely a result of its ability to forge an emotional bond with its clients through its marketing initiatives. The research analyzes the marketing strategies of Coca-Cola using literature analysis. It concludes that brand recognition and brand loyalty have been greatly increased by Coca-Cola marketing activities. In its history, the corporation has produced some of the most recognizable and famous advertising campaigns, including the "Share a Coke" and the "Mountain Top" ads. Through these initiatives, Coca-Cola was able to engage with its consumers on a more personal level, which aided in solidifying the company's brand image. The company's market share was also increased in part by Coca-Cola's marketing initiatives. Due in great part to the company's marketing initiatives, Coca-Cola's products hold the largest market share for carbonated beverages. The business has been successful in efficiently promoting its goods and building a strong brand identity that appeals to customers. Additionally, Coca-Cola's marketing strategy has placed an emphasis on enhancing the company's reputation as well as promoting its products. With bottlers and partners, as Santa Claus, and in performances during World War II, Coca-Cola has participated in a variety of social and cultural endeavors. These initiatives have helped to create a positive image for the company and increase the loyalty of Coca-Cola fans.