Examining fan engagement through social networking sites
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 2 October 2018
Abstract
Purpose
The purpose of this paper is to conceptualise and measure the construct of fan engagement through social networking sites (SNS).
Design/methodology/approach
A multi-stage procedure was completed to validate the proposed fan engagement through SNS model with three first-order constructs (fan-to-fan relationships, team-to-fan relationships and fan co-creation). First, a preliminary analysis of the proposed items to capture fan engagement through SNS was conducted through expert review. Second, an assessment of item reliability and construct validity was completed using confirmatory factor analysis (CFA). Finally, CFA and subsequent structural equation model were conducted to review the psychometric properties and to test the relationships between the proposed construct with online and offline behavioural intentions.
Findings
The results indicate good psychometric properties of the constructs of fan-to-fan relationships, team-to-fan relationships and fan co-creation, and these three constructs were significantly related with the second-order construct of fan engagement through SNS. Additionally, the construct of fan engagement through SNS was significantly related to both online and offline behavioural intentions.
Practical implications
These findings suggest that teams should use SNS to interact with fans, to allow fans to share experiences and to involve fans in co-creation processes aimed at increasing engagement and subsequent positive behavioural intentions towards the team.
Originality/value
This study extends previous research by measuring fan engagement through SNS as a multidimensional construct, and testing its predictive effect on fans’ online and offline behavioural intentions. Several suggestions for future studies and strategies for increasing fan engagement can be drawn from this study.
Keywords
Acknowledgements
This research is based on the doctoral project of the first author and was supported by a grant (5952-13-1) from the Ciência sem Fronteiras/CAPES – Brazil.
Citation
Santos, T.O., Correia, A., Biscaia, R. and Pegoraro, A. (2019), "Examining fan engagement through social networking sites", International Journal of Sports Marketing and Sponsorship, Vol. 20 No. 1, pp. 163-183. https://doi.org/10.1108/IJSMS-05-2016-0020
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited