Effects of social media interactions on brand associations: A comparative study of soccer fan clubs. Issue 2 (2nd May 2017)

• Record Type: Journal Article
• Authors: Parganas, Petros; Anagnostopoulos, Christos; Chadwick, Simon
• Is Part Of: International journal of sports marketing & sponsorship. Volume 18:Issue 2(2017)
• Page Start: 149
• Page End: 165
• Publication Date: 2017-05-02
• Subjects: Social media -- Twitter -- Facebook -- Brand associations -- Fan clubs -- Professional soccer; Sports sponsorship -- Periodicals; Sports -- Marketing -- Periodicals; 659.1979605
• DOI: 10.1108/IJSMS-05-2017-087
• Languages: English
• ISSNs: 1464-6668

Abstract

Abstract : An investigation of the effects of social media on brand associations of soccer fan clubs in England and Greece showed similarities on Facebook in terms of positive receptions of brand attributes, and differences on Twitter in terms of brand benefits. 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 χ 2 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.