Fans behave as buyers? Assimilate fan-based and team-based drivers of fan engagement

Published on Sep 7, 2021in Journal of Research in Interactive Marketing4.018
路 DOI :10.1108/JRIM-04-2021-0107
Doaa Fathy , Mohamed H. Elsharnouby2
Estimated H-index: 2
,
Ehab Abou-Aish3
Estimated H-index: 3
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Abstract
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The purpose of this study is to understand the role of social media content on users鈥 engagement behavior. More specifically, we investigate (i) the direct effects of format and platform on users鈥 passive and active engagement behavior and (ii) assess the moderating effect of content context on the link between each content type (rational, emotional and transactional content) and users鈥 engagement. The dataset contained 1,038 social media posts and 1,336,741 and 95,996 fan likes and comments res...
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Three experiments tested whether verification of ingroup morality increases engagement in collective action in favor of immigrants鈥 rights. To that end, participants were exposed to (a) verifying, ...
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Jealousy has long been a topic of study in the relational psychology literature, while remaining underexplored in the field of management despite its potential for widespread consequences within th...
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Sport fans engage themselves in several forms of behaviour to lend support to their favourite sport clubs. Brands, officially sponsoring these sport clubs, are keen on attracting and building relationships with these highly engaged club fans. Drawing on congruity theory, the study examines the influence of fan personality鈥搒ponsor brand personality (FP鈥揃P) congruence on fan engagement with sport clubs, sponsor brand attitude, and purchase intention towards the sponsor brand. Data were collected f...
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