The Impact of Social Media Marketing on Football – Fan Loyalty
DOI:
https://doi.org/10.12775/QS.2021.07.03.016Keywords
Social Media, Football, Fan LoyaltyAbstract
This study aims to determine the practical social media marketing activities to grow the loyalty of football club fans in Indonesia. Furthermore, this study analyzes social media marketing activities and what characteristics in social media marketing activities that can significantly increase fan loyalty. The benefit of this research is to find an appropriate and effective model of social media marketing activity for a football club to maintain and even increase the loyalty of its fans to the club. This study uses a qualitative approach, where the data obtained from the questionnaire is then processed through multiple linear regression analysis, so it can be concluded that the influence of social media on the loyalty of football club fans. This study found that social media marketing activities consist of four characteristics: entertainment, engagement, trendiness, and customization have a positive influence on fan loyalty. In addition, it was also found that social media marketing activities with engagement characteristics were the activities with the most substantial positive influence on significantly increasing fan loyalty.
References
Clavio, G. (2020). Social Media and Sports. Human Kinetics.
Clavio, G., Burch, L. M., & Frederick, E. L. (2012). Networked Fandom: Applying Systems Theory to Sport Twitter Analysis. International Journal of Sport Communication, 5(4), 522–538. https://doi.org/10.1123/ijsc.5.4.522
Filo, K., Funk, D. C., & Hornby, G. (2009). The Role of Web Site Content on Motive and Attitude Change for Sport Events. Journal of Sport Management, 23(1), 21–40. https://doi.org/10.1123/jsm.23.1.21
Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43(1), 1–14. https://doi.org/10.1016/j.im.2005.01.002
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–353. https://doi.org/10.1086/209515
Geurin, A. N., & Burch, L. M. (2017). User-generated branding via social media: An examination of six running brands. Sport Management Review, 20(3), 273–284. https://doi.org/10.1016/j.smr.2016.09.001
Graham, B. A. (2019, November 11). The 60 Best Athletes To Follow On Instagram. Sports Illustrated. Retrieved July 20, 2022, from https://www.si.com/extra-mustard/2013/01/30/the-60-best-athletes-to-follow-on-instagram
Gray, G. T., & Wert-Gray, S. (2011). Customer retention in sports organization marketing: examining the impact of team identification and satisfaction with team performance. International Journal of Consumer Studies, 36(3), 275–281. https://doi.org/10.1111/j.1470-6431.2011.00999.x
H. Tsiotsou, R. (2013). Sport team loyalty: integrating relationship marketing and a hierarchy of effects. Journal of Services Marketing, 27(6), 458–471. https://doi.org/10.1108/jsm-01-2012-0002
Hapsari, R., Clemes, M. D., & Dean, D. (2017). The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences, 9(1), 21–40. https://doi.org/10.1108/ijqss-07-2016-0048
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kościółek, S. (2019). Consumer loyalty among fans of sports clubs: How much do they vary across disciplines? Baltic Journal of Health and Physical Activity, Supplement(1), 67–77. https://doi.org/10.29359/bjhpa.2019.suppl.1.06
Kozinets, R. V., de Valck, K., Wojnicki, A. C., & Wilner, S. J. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74(2), 71–89. https://doi.org/10.1509/jmkg.74.2.71
Li, F., Larimo, J., & Leonidou, L. C. (2020). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3
McCarthy, J., Rowley, J., Jane Ashworth, C., & Pioch, E. (2014). Managing brand presence through social media: the case of UK football clubs. Internet Research, 24(2), 181–204. https://doi.org/10.1108/intr-08-2012-0154
McCarthy, J., Rowley, J., & Keegan, B. J. (2022). Social media marketing strategy in English football clubs. Soccer & Society, 23(4–5), 513–528. https://doi.org/10.1080/14660970.2022.2059872
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33. https://doi.org/10.2307/1252099
Payne, A., & Frow, P. (2013). Strategic Customer Management: Integrating Relationship Marketing and CRM. Cambridge University Press.
Popp, B., & Woratschek, H. (2016). Introducing branded communities in sport for building strong brand relations in social media. Sport Management Review, 19(2), 183–197. https://doi.org/10.1016/j.smr.2015.06.001
Schijns, Jos & Caniëls, Marjolein & Conté, Joska. (2016). The Impact of Perceived Service Quality on Customer Loyalty in Sports Clubs. International Journal of Sport Management, Recreation & Tourism. Volume 24. 42-75. 10.5199/ijsmart-1791-874X-24c.
Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014
Sinulingga, S. (2015). Metode Penelitian Edisi 3 [Research Methodology Third Edition]. Medan. USU Press.
Sugiyono. 2012. Memahami Penelitian Kualitatif [Understand Qualitative Research]. Bandung. Alfabeta.
Siguencia, L. O., Herman, D., Marzano, G., & Rodak, P. (2017). The Role of Social Media in Sports Communication Management: An Analysis of Polish Top League Teams’ Strategy. Procedia Computer Science, 104, 73–80. https://doi.org/10.1016/j.procs.2017.01.074
Watson, G. F., Beck, J. T., Henderson, C. M., & Palmatier, R. W. (2015). Building, measuring, and profiting from customer loyalty. Journal of the Academy of Marketing Science, 43(6), 790–825. https://doi.org/10.1007/s11747-015-0439-4
Wenner, L. A. (2012). Reflections on Communication and Sport. Communication & Sport, 1(1–2), 188–199. https://doi.org/10.1177/2167479512467329
Williams, J., & Chinn, S. J. (2010). Meeting Relationship-Marketing Goals Through Social Media: A Conceptual Model for Sport Marketers. International Journal of Sport Communication, 3(4), 422–437. https://doi.org/10.1123/ijsc.3.4.422
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Zefanya Girsang
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
Stats
Number of views and downloads: 3937
Number of citations: 0
