Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/36376
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dc.contributor.authorRomero-Jara, Edgaren_UK
dc.contributor.authorSolanellas, Francescen_UK
dc.contributor.authorLopez-Carril, Samuelen_UK
dc.contributor.authorKolyperas, Dimitriosen_UK
dc.contributor.authorAnagnostopoulos, Christosen_UK
dc.date.accessioned2024-10-17T00:16:43Z-
dc.date.available2024-10-17T00:16:43Z-
dc.date.issued2024-07-09en_UK
dc.identifier.urihttp://hdl.handle.net/1893/36376-
dc.description.abstractPurpose In a dynamic, continuously evolving sports landscape, social media have become an indispensable tool for sports organizations to cultivate meaningful connections with fans. The rapid pace of technological advancements has elevated these digital platforms from a supplementary role to a pivotal position within strategic management frameworks. The existing literature explores how football clubs can utilize social media, but analyzing social media strategies within the context of football leagues is lacking. The absence of comparative studies benchmarking clubs across different geographical regions while simultaneously analyzing multiple social media platforms is especially noteworthy. In this study, a comprehensive analysis of social media engagement is undertaken within esteemed football leagues spanning Europe, South America and North America. Design/methodology/approach Drawing on relationship marketing and employing content analysis as a methodological tool, the study examined 10,772 posts from the official accounts of eight football leagues on Facebook, Twitter and Instagram. Findings Across the leagues, the findings reveal that content quality drives engagement more than frequency. In addition, several format combinations were identified that facilitate engagement and Instagram emerged as the top social media platform for generating fan engagement. Originality/value This is one of the first empirical studies focusing on optimizing the use of social media to amplify fan engagement across various geographies and social media accounts and formats simultaneously.en_UK
dc.language.isoenen_UK
dc.publisherEmeralden_UK
dc.relationRomero-Jara E, Solanellas F, Lopez-Carril S, Kolyperas D & Anagnostopoulos C (2024) The more we post, the better? A comparative analysis of fan engagement on social media profiles of football leagues. <i>International Journal of Sport Sponsorship and Sponsorship</i>, 25 (3), pp. 578-599. https://doi.org/10.1108/IJSMS-12-2023-0252en_UK
dc.rightsCopyright © 2024, Edgar Romero-Jara, Francesc Solanellas, Samuel López-Carril, Dimitrios Kolyperas and Christos Anagnostopoulos License Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcodeen_UK
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/en_UK
dc.subjectInstagramen_UK
dc.subjectFacebooken_UK
dc.subjectTwitteren_UK
dc.subjectRelationship Marketingen_UK
dc.subjectSocceren_UK
dc.titleThe more we post, the better? A comparative analysis of fan engagement on social media profiles of football leaguesen_UK
dc.typeJournal Articleen_UK
dc.identifier.doi10.1108/IJSMS-12-2023-0252en_UK
dc.citation.jtitleInternational Journal of Sports Marketing and Sponsorshipen_UK
dc.citation.issn1464-6668en_UK
dc.citation.issn1464-6668en_UK
dc.citation.volume25en_UK
dc.citation.issue3en_UK
dc.citation.spage578en_UK
dc.citation.epage599en_UK
dc.citation.publicationstatusPublisheden_UK
dc.citation.peerreviewedRefereeden_UK
dc.type.statusVoR - Version of Recorden_UK
dc.author.emaildimitrios.kolyperas@stir.ac.uken_UK
dc.citation.date13/03/2024en_UK
dc.contributor.affiliationUniversitat de Barcelonaen_UK
dc.contributor.affiliationUniversitat de Barcelonaen_UK
dc.contributor.affiliationUniversity of Castilla-La Manchaen_UK
dc.contributor.affiliationMarketing & Retailen_UK
dc.contributor.affiliationHamad Bin Khalifa University (HBKU)en_UK
dc.identifier.isiWOS:001180403100001en_UK
dc.identifier.scopusid2-s2.0-85187466967en_UK
dc.identifier.wtid2050121en_UK
dc.date.accepted2024-06-01en_UK
dcterms.dateAccepted2024-06-01en_UK
dc.date.filedepositdate2024-10-14en_UK
dc.subject.tagMedia and Sporten_UK
rioxxterms.apcnot requireden_UK
rioxxterms.typeJournal Article/Reviewen_UK
rioxxterms.versionVoRen_UK
local.rioxx.authorRomero-Jara, Edgar|en_UK
local.rioxx.authorSolanellas, Francesc|en_UK
local.rioxx.authorLopez-Carril, Samuel|en_UK
local.rioxx.authorKolyperas, Dimitrios|en_UK
local.rioxx.authorAnagnostopoulos, Christos|en_UK
local.rioxx.projectInternal Project|University of Stirling|https://isni.org/isni/0000000122484331en_UK
local.rioxx.freetoreaddate2024-10-14en_UK
local.rioxx.licencehttp://creativecommons.org/licenses/by/4.0/|2024-10-14|en_UK
local.rioxx.filename10-1108_IJSMS-12-2023-0252.pdfen_UK
local.rioxx.filecount1en_UK
local.rioxx.source1464-6668en_UK
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