在Facebook和instagram上与运动品牌合作的动机——以一家葡萄牙足球俱乐部为例

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Sports Marketing & Sponsorship Pub Date : 2020-04-02 DOI:10.1108/ijsms-06-2019-0066
J. C. Machado, C. Martins, Frederico Correia Ferreira, S. Silva, Paulo Duarte
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引用次数: 13

摘要

社交网站是关键的营销工具,它允许品牌与消费者建立联系和互动。然而,仍缺乏证据证明它们对足球品牌的价值。这项研究旨在了解球迷在Facebook和Instagram上与他们最喜欢的足球品牌互动的动机。进行了一项在线调查,得到214份有效回复。由于所分析的足球品牌所遵循的社交媒体战略是围绕比赛建立的,因此作者根据观看俱乐部比赛的主要方式将球迷分为两组:在体育场观看和通过中介观看。多元线性回归分析通过Facebook和Instagram上的内容消费和贡献来探索动机与粉丝参与之间的关系。首先对整个样本进行分析,然后对群体进行分析(体育场上座率vs中介上座率球迷)。调查结果显示,社交影响力、娱乐、信息搜索和奖励是消费者在Facebook上参与品牌相关内容的最相关动机。娱乐、奖励和社会影响力是影响消费者在Instagram上互动的主要动机。群体节制仅在社交影响对Facebook页面内容消费的影响中得到证实。研究结果为体育品牌的社交媒体营销活动提供了有价值的见解,有助于品牌经理制定有效刺激不同粉丝群体参与的策略。
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Motives to engage with sports brands on Facebook and Instagram–The case of a Portuguese football club
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 brands. This research aims to understand the motivations for fans to engage with their favourite football brands on Facebook and Instagram.,An online survey was performed, resulting in 214 valid responses. As the social media strategy followed by the football brand analysed was built around games, the authors divided fans into two groups based on the main method in which the club's games are watched: in stadium versus mediated. Multiple linear regression analysis was used to explore the relationship between motivations and fans' engagement, through content consumption and contribution, on Facebook and Instagram. Analysis was performed first with the whole sample and then by group (stadium attendance vs mediated attendance fans).,The findings show that social influence, entertainment, searching for information and rewards are the most relevant motivations for consumers to engage with brand-related content on Facebook. Entertainment, rewards and social influence are the main motivations influencing consumer interactions on Instagram. Group moderation was only confirmed in the impact of social influence on Facebook page content consumption.,The results provide valuable insights into the social media marketing activities of sports brands, which will assist brand managers to develop strategies for effectively stimulating engagement with the different groups of fans.
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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