Effects of social media interactions on brand associations: A comparative study of soccer fan clubs

Petros Parganas; Christos Anagnostopoulos; Simon Chadwick

doi:10.1108/IJSMS-05-2017-087

Effects of social media interactions on brand associations: A comparative study of soccer fan clubs

Petros Parganas, Christos Anagnostopoulos^*, Simon Chadwick

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

29 Citations (Scopus)

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 χ² 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.

Original language	English
Pages (from-to)	149-165
Number of pages	17
Journal	International Journal of Sports Marketing and Sponsorship
Volume	18
Issue number	2
DOIs	https://doi.org/10.1108/IJSMS-05-2017-087
Publication status	Published - 2017
Externally published	Yes

Keywords

Brand associations
Facebook
Fan clubs
Professional soccer
Social media
Twitter

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10.1108/IJSMS-05-2017-087

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title = "Effects of social media interactions on brand associations: A comparative study of soccer fan clubs",

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{\textquoteright}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 χ2 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.",

keywords = "Brand associations, Facebook, Fan clubs, Professional soccer, Social media, Twitter",

author = "Petros Parganas and Christos Anagnostopoulos and Simon Chadwick",

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year = "2017",

doi = "10.1108/IJSMS-05-2017-087",

language = "English",

volume = "18",

pages = "149--165",

journal = "International Journal of Sports Marketing and Sponsorship",

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T2 - A comparative study of soccer fan clubs

AU - Parganas, Petros

AU - Anagnostopoulos, Christos

AU - Chadwick, Simon

PY - 2017

Y1 - 2017

N2 - 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 χ2 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.

AB - 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 χ2 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.

KW - Brand associations

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KW - Fan clubs

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KW - Social media

KW - Twitter

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SP - 149

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JO - International Journal of Sports Marketing and Sponsorship

JF - International Journal of Sports Marketing and Sponsorship

IS - 2

ER -

Effects of social media interactions on brand associations: A comparative study of soccer fan clubs

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Keywords

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