S. Faria, Manuel Sousa Pereira, Pedro Ferreira, P. Rodrigues
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Understanding the Effect of Social Media Marketing Activities on Football Fans’ Satisfaction and Engagement: A Study of Portuguese 2nd League Professional Football Clubs
General use and acceptance of the Internet made social networks an indispensable means of communication between organizations and their target. Both individuals and companies create fan pages on online platforms, using them to interact with different receivers and develop personal and business opportunities.
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