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Annemarie Farrell

) stand out as confusing and misplaced. While the topic of social media is vital and the authors do a good job defining terms and discussing their importance in fan engagement and sport-brand management, the topic felt out of place and the chapter lacked the depth and substance of other contributions

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Gashaw Abeza, Norm O’Reilly, and Benoit Seguin

valuable football teams in each of England, Spain, Germany, Italy, and France’s premier leagues, they identify the range of brand associations that are communicated and the level of online fan engagement displayed on the two social-media platforms. Finally, Achen, Kaczorowski, Horsmann, and Ketzler use

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Kristi Sweeney

greater diversity of content. Second, there remain areas within the book where the theory utilized could be updated. For example, the growing literature on sport consumer behavior, fan engagement, and social media influence and activism, specifically as they relate to millennials, would be helpful

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Florian Hemme, Dominic G. Morais, and Jennifer Lukow

networks, have begun to place great emphasis on monitoring social media platforms in order to understand how these virtual elements of fan engagement can inform and influence content creation and marketing decisions in the real world ( Fisher, 2012 ). The content provided can vary, and often includes

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Jason W. Lee

preview for research-based findings that will enhance the content in the remainder of the book. Chapter 3, “Online Fan Engagement & Fan–Team Relationships,” concludes Section 1 by detailing how communication is instrumental in the ability of social media to engage with consumers. Being able to build

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-0229 ijsc.2020-0229 Fan Engagement in 15 Seconds: Athletes’ Relationship Marketing During a Pandemic via TikTok Yiran Su * Bradley J. Baker * Jason P. Doyle * Meimei Yan * 27 08 2020 1 09 2020 13 3 436 446 10.1123/ijsc.2020-0238 ijsc.2020-0238 COVID-19 and Soccer Teams on Instagram: The Case of

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Braden Norris

work to expedite internationalization of football clubs. New technologies affect the consumer experience by providing things like virtual reality, real-time statistics, interactive content, and other additives that facilitate increased fan engagement with the game. The diversification of the football

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Ceyda Mumcu and Gil Fried

analytics marketing? SAS white paper . Green , F. ( 2015 , November 5 ). Social CRM: Debunking the myth. Fan engagement 2015: Data-driven marketing best practices . Presented at Sport Analytics Europe Conference . Retrieved from

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Nicholas P. Davidson, James Du, and Michael D. Giardina

nonexistent. In light of the uncertainty caused by the COVID-19 pandemic, social marketing programs on various social media platforms designed to maintain and enhance fan engagement should be of tremendous interest to professional wrestling organizations. The WWE and AEW during the COVID-19 pandemic have been

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Lillian Feder

of uses and gratification theory . Online Journal of Communication and Media Technologies, 8 ( 2 ), 81 – 104 . Feder , L . ( 2019 ). Athlete activism online: An examination of subsequent fan engagement (Unpublished master’s thesis). West Lafayette, IN: Purdue University . Retrieved from