Examining fan engagement through social networking sites

Thiago Santos, Abel Correia, Rui Biscaia, Ann Pegoraro

Research output: Contribution to journalArticle

8 Citations (Scopus)
756 Downloads (Pure)

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.

Original languageEnglish
Pages (from-to)163-183
Number of pages21
JournalInternational Journal of Sports Marketing & Sponsorship
Volume20
Issue number1
Early online date2 Oct 2018
DOIs
Publication statusPublished - 4 Feb 2019

Keywords

  • Engagement
  • Social networking sites
  • Behavioural intentions
  • Sport fans

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