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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

, not all social media demand an interactive function, as fans view Snapchat content and lose it after one viewing, thus minimizing any requirement of two-way communication necessary for fan engagement ( Billings, Qiao, Conlin, & Nie, 2017 ). Beyond analyses of how fans use social media, athletes

survival of professional sport clubs and used numerous tactics to build and maintain customer relationships. Nordic school even if it is not stated explicitly. From tactical point of view RM practice—as a tactical approach/CRM. Achen ( 2016 ) Investigated the relationships between fans’ engagement with

). Thus, unique features and attributes found on mobile apps might lead to sport team apps’ adoption, and the resulting usage will provide data useful for insight into understanding fan engagement and communication in mobile apps. In academia, studies that relate to mobile applications have increased in

, entertainment, and client services) was used to support the candidate—marketing being directly aligned with the job title, entertainment as being aligned with promotion and fan engagement, and client services as beneficial for building relationships. Most peculiar was the selective use of neutral information as

, B. , Nakazawa , M. , & Biscala , R. ( 2014 ). Conceptualization and measurement of fan engagement: Empirical evidence from a professional sport context . Journal of Sport Management, 28 , 399 – 417 . doi:10.1123/jsm.2013-0199 10.1123/jsm.2013-0199 Appendix: Example Responses From the

frequency of posting. Content creators responsible for off-season fan engagement can foster behavioral engagement on Facebook by providing behind-the-scenes looks into organizational components and human-interest stories with players at the center. These may increase fans’ desire to be more active consumers

Japanese professional sport . Sport Marketing Quarterly, 24 , 105 – 119 . Yoshida , M. , Gordon , B. , Nakazawa , M. , & Biscaia , R. ( 2014 ). Conceptualization and measurement of fan engagement: Empirical evidence from a professional sport context . Journal of Sport Management, 28 , 399

, Constantino, & Kate, 2015 ), fan engagement ( Parganas, Anagnostopoulos, & Chadwick, 2015 ), and loyalty toward television channels ( Lim, Hwang, Kim, & Biocca, 2015 ), have been observed. However, research on how the use of social media has influenced perceptions of sport sponsorships has been scarce

.11.004 10.1016/j.smr.2013.11.004 Stewart , B. , Smith , A. , & Nicholson , M. ( 2003 ). Sport consumer typologies: A critical review . Sport Marketing Quarterly, 12 ( 4 ), 206 – 216 . Vale , L. , & Fernandes , T. ( 2018 ). Social media and sports: Driving fan engagement with football clubs