Research question The number of studies dealing with digital innovation in sport marketing
has increased rapidly in recent years. These studies address the global phenomenon of …

The aim of this study was to explore the effects of the antecedents of social media marketing,
brand loyalty and purchase intention. Furthermore, the study aims at investigating the effect …

Purpose The purpose of the paper is to contribute to the extant sport marketing literature by
positing fan engagement, team brand image and cumulative fan satisfaction with the team …

Purpose Social network sites are key marketing tools that allow brands to connect and
engage with consumers. However, there is still a lack of evidence of their value for football …

COVID-19 has given greater importance to the role of social media in sport, making it an
essential way for fans to stay “in touch” with their teams. At the same time, the pandemic …

Purpose Social media enables sport organizations to connect with customers in a dynamic,
ubiquitous, and timely manner. Although these organizations routinely use social media, the …

Although brand research has become a widely accepted and thus mature field in sport
management, many aspects remain to be investigated. The increase in commercialization …

Because social media encourage two-way communication and interaction, they are valuable
relationship-building tools for the marketer who chooses to use them to build dialogue and …

The content generation strategy of a sports franchise determines whether the user
engagement increases or decreases on social media platforms. Thus, the role of Chief …

One of the funding sources for a soccer club comes from sales of soccer jersey. Indonesia is
categorized as the potential market for world class soccer club in selling their jersey since …