Social media brand pages act as excellent means for engaging consumers. While most
sport clubs use social media such as Facebook to enhance fan engagement, extant …

Purpose This paper aims to examine the antecedents of brand passion and brand
community commitment, namely, self-congruity and athlete attraction, as well as their effects …

Purpose The purpose of this study is to understand the factors responsible for social media
fan engagement and experience. The research study also attempts to analyze the …

In this research, we conducted two studies to validate a multidimensional scale of fan
engagement behavior. In Study 1, we generated survey items through a systematic review of …

Since fandom as a distinctive customer group known for their exceptional loyalty and
profitability has increasingly gained influence, fandom marketing has become crucial for the …

Purpose Insights into how fan experience can be used to cultivate football (soccer) fan
loyalty are limited. Based on the stimulus–organism–response (SOR) paradigm, this study …

Purpose This study aimed to verify the impact of consumers' self-congruity on brand loyalty
behavior when stock-out happens; the role of the psychological reactance theory as a …

Social media plays a significant role for sports organizations with millions of active fans, but
publishing highlights is often a tedious manual operation. With the development of AI, new …

Social-media marketing activities (SMMAs) have been recently attracting marketers' and
researchers' attention, which resulted in more research investigating these new marketing …

In the era of digitalization, social media has become an integral part of our lives, serving as a
significant hub for individuals and businesses to share information, communicate, and …