Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Effects of social media interactions on brand associations

Effects of social media interactions on brand associations <jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>The purpose of this paper is to examine the effects of social media in brand associations, particularly in regard to soccer fan clubs.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>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.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>In total, 207 online questionnaires from six fan clubs were collected and analyzed using descriptive and inferential (<jats:italic>t</jats:italic>-tests and <jats:italic>χ</jats:italic><jats:sup>2</jats:sup> tests) statistics.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>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.</jats:p> </jats:sec> http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship CrossRef

Effects of social media interactions on brand associations

International Journal of Sports Marketing and Sponsorship , Volume 18 (2): 149-165 – May 2, 2017

Effects of social media interactions on brand associations


Abstract

<jats:sec>
<jats:title content-type="abstract-subheading">Purpose</jats:title>
<jats:p>The purpose of this paper is to examine the effects of social media in brand associations, particularly in regard to soccer fan clubs.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>
<jats:p>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.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Findings</jats:title>
<jats:p>In total, 207 online questionnaires from six fan clubs were collected and analyzed using descriptive and inferential (<jats:italic>t</jats:italic>-tests and <jats:italic>χ</jats:italic><jats:sup>2</jats:sup> tests) statistics.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Originality/value</jats:title>
<jats:p>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.</jats:p>
</jats:sec>

Loading next page...
 
/lp/crossref/effects-of-social-media-interactions-on-brand-associations-xiNFsXfCiK
Publisher
CrossRef
ISSN
1464-6668
DOI
10.1108/ijsms-05-2017-087
Publisher site
See Article on Publisher Site

Abstract

<jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>The purpose of this paper is to examine the effects of social media in brand associations, particularly in regard to soccer fan clubs.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>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.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>In total, 207 online questionnaires from six fan clubs were collected and analyzed using descriptive and inferential (<jats:italic>t</jats:italic>-tests and <jats:italic>χ</jats:italic><jats:sup>2</jats:sup> tests) statistics.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>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.</jats:p> </jats:sec>

Journal

International Journal of Sports Marketing and SponsorshipCrossRef

Published: May 2, 2017

References