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recognized that building a strong online community would require little to no financial investment for GLL, but would likely result in enhanced communication, fundraising, and fan engagement. Allyson was nervous because she needed to convince GLL administrators, with no practical social media experience

). Sport management and the natural environment: theory and practice . New York, NY : Routledge . 10.4324/9781315881836 Casper , J.M. , Pfahl , M.E. , & McCullough , B. ( 2014 ). Intercollegiate sport and the environment: Examining fan engagement based on athletics department sustainability

could use this understanding gained about female fans to enhance their engagement with the team and building relationships across a broad range of fans, thus enhancing their sense of belonging. Increased fan engagement would ultimately lead to value creation through increased loyalty and potentially

) Investigated the relationships between fans’ engagement with their clubs’ Facebook pages, relationship quality with their club, and purchase and referral intentions Consumer-focused empirical study. Used a survey of NBA consumers ○ Commitment ○ Trust ○ Intimacy ○ Reciprocity ○ Identification ○ Purchase

separate entities that engaged with the SFD organization in different ways. The one exception to this differentiated arrangement was the two senior managers of the SFD organization, who were employed by—and situated within—the community and fan engagement sectors of the professional sport team. Thus, with

updates, and news—that add to our understanding of how professional sport teams can successfully develop strategic fan engagement in an effective and efficient manner. Pritchard, Stinson, and Patton ( 2010 ) introduced two psychological aspects regarding team identification: affinity and affiliation. They

their events by identifying such impacts of the attendees’ behaviors and creating fan engagement campaigns to encourage more sustainable options and reduce the environmental impact of the economic activity related to the sporting event. Although this framework and method advance the research into sport

). Marketing tactics allow for team-information distribution and fan-engagement desires to be met. However, marketers have no control over athletic success. Social media, which is used by many athletes ( Browning & Sanderson, 2012 ), provides engagement opportunities for fans to send messages to and interact

-related posts were used most frequently and were able to generate higher levels of fan engagement. Aside from athletes and teams, other organizations in the sport ecosystem have been known to benefit from the use of social media. Thompson, Martin, Gee, and Geurin ( 2018 ) studied Grand Slam tennis events’ use

). Social media and sports: Driving fan engagement with football clubs on Facebook . Journal of Strategic Marketing, 26 ( 1 ), 37 – 55 . doi:10.1080/0965254X.2017.1359655 10.1080/0965254X.2017.1359655 Van Deursen , A. , & Van Dijk , J. ( 2011 ). Internet skills and the digital divide . New Media