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Effects of social media interactions on brand associations: A comparative study of soccer fan clubs

Petros Parganas (University of Ioannina, Ioannina, Greece)
Christos Anagnostopoulos (Molde University College, Molde, Norway)
Simon Chadwick (Salford Business School, University of Salford, Salford, UK)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 2 May 2017

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3897

Abstract

Purpose

The purpose of this paper is to examine the effects of social media in brand associations, particularly in regard to soccer fan clubs.

Design/methodology/approach

The study used a professional English Premier League soccer team to investigate the effects that social media interaction had on brand associations of the team’s fan clubs in two national contexts – England and Greece.

Findings

In total, 207 online questionnaires from six fan clubs were collected and analyzed using descriptive and inferential (t-tests and χ2 tests) statistics.

Originality/value

The results revealed similarities on Facebook in terms of positive receptions of brand attributes and resonance of perceived brand benefits, while significant differences were observed on Twitter, particularly in terms of brand benefits.

Keywords

Citation

Parganas, P., Anagnostopoulos, C. and Chadwick, S. (2017), "Effects of social media interactions on brand associations: A comparative study of soccer fan clubs", International Journal of Sports Marketing and Sponsorship, Vol. 18 No. 2, pp. 149-165. https://doi.org/10.1108/IJSMS-05-2017-087

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited