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The effects of team identification on consumer purchase intention in sports influencer marketing : the mediation effect of ad content value moderated by sports influencer credibility

Lee, Jin Kyun - In: Cogent business & management 8 (2021) 1, pp. 1-22

This study investigates the effects of team identification on consumer purchase intention in sports influencer marketing in South Korea. Specifically, it examines the mediation effect of ad content value moderated by sports influencer credibility in the relationship between team identification...

Persistent link: https://www.econbiz.de/10012631367

The relationship between brand associations and fan behaviours for football teams

Eskiler, Ersin; Altunisik, Remzi; Sarikaya, Nilgun - In: Marketing i menedžment innovacij : m&mi (2021) 3, pp. 32-42

Persistent link: https://www.econbiz.de/10013161957

Social media impact on international sports events related to the brand Spain : a comparison between inner versus outside events

Küster, Inés; Vila-Lopez, Natalia; Mora, Elisabet; … - In: European journal of management and business economics : … 34 (2025) 2, pp. 121-132

connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2 …, with a particular emphasis on the Spain brand. Through Atribus, diverse social media data were recovered and analyzed … future research based on the observed patterns and behaviors in social media posts related to sports events and Brand Spain …

Persistent link: https://www.econbiz.de/10015372663

Effectiveness of mobile marketing on the customer's experience in Kingdom of Saudi Arabia : a social media perspective

Khalufi, Nasser; Khairul Anuar Mohammad Shah; Iqbal, Qaisar - In: Expert journal of marketing 7 (2019) 2, pp. 100-111

Persistent link: https://www.econbiz.de/10012217311

Hail to thee, my sports team brand : investigating the drivers of eFANgelism among fans of selected sports teams in the English Premier League (EPL)

Amani, David - In: Future Business Journal 9 (2023) 1, pp. 1-16

Sports fans participate in supporting sports teams by demonstrating various attitudinal behaviors such as loyalty, purchase intention, and stadium attendance. However, although the literature indicates that sports fans who are fanatics can demonstrate advanced attitudinal behavior such as...

Persistent link: https://www.econbiz.de/10014505966

A multiple case-study investigation on the intersection between sustainability and reputation : an impact-driven framework for sport teams

Mazzù, Marco Francesco; Savarese, Federica; Cisotta, … - In: Corporate governance and research & development studies … (2024) 1, pp. 51-72

utilization of a multiple case study methodology, we initially investigated clubs belonging to the top five European football …

Persistent link: https://www.econbiz.de/10014516145

Satellite fans engagement with social networking sites influence on sport team brand equity : a UGT perspective

Ahiabor, Daniel Kofi; Kosiba, John Paul Basewe; Gli, … - In: Digital business 3 (2023) 2, pp. 1-11

the empirical data. The findings reveal that the SNS gratification needs of football fans influence their customer …

Persistent link: https://www.econbiz.de/10014476457

Social identity dimensions as drivers of consumer engagement in social media sports club

Trkulja, Željka Marčinko; Dlačić, Jasmina; … - In: Journal of risk and financial management : JRFM 15 (2022) 10, pp. 1-15

Consumer engagement is defined as a multidimensional concept in this study via the identification of members of a sports club social network and consumer identification with a sports club brand on social networks. Hence, the study focuses on sports clubs that engage with their customers through...

Persistent link: https://www.econbiz.de/10013471378

What's up, mister! : an investigation of the team-fan conversational approach

Lo Presti, Letizia; Maggiore, Giulio; Marino, Vittoria; … - In: Corporate governance and research & development studies … (2024) 2, pp. 57-77

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 …

Persistent link: https://www.econbiz.de/10015077502

Return on investment on facebook adds : quantitative research

Angelovska, Nina - In: UTMS journal of economics / University of Tourism and … 13 (2022) 1, pp. 56-66

Facebook ads are widely used by companies around the world who spend significant budget on this promotional tool. We focus in this research on financial returns of Facebook ads designed towards reaching sales (conversions), particularly short-term profitability. The aim of this research is to...

Persistent link: https://www.econbiz.de/10013326397