Purpose Professional football clubs currently strive for a number of concurrent goals, ranging from on-field success to profit maximization to fan expansion and engagement. The purpose of this paper, theoretically informed by the social penetration theory, is to analyze the economics behind such...

Purpose The purpose of this paper is to examine the effects of social media in brand associations, particularly in regard to soccer fan clubs. Design/methodology/approach The study used a professional English Premier League soccer team to investigate the effects that social media interaction had...