Leveraging Social Media to Foster Brand Engagement with Sports Female Consumers

Dominteanu Teodora (), Matac Liviu Marian () and Iacobini Adrian ()
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Dominteanu Teodora: Bucharest University of Economic Studies, Bucharest, Romania
Matac Liviu Marian: Bucharest University of Economic Studies, Bucharest, Romania
Iacobini Adrian: Bucharest University of Economic Studies, Bucharest, Romania

Proceedings of the International Conference on Business Excellence, 2025, vol. 19, issue 1, 839-855

Abstract: The rapid pace of technological advancements and evolving consumer dynamics has necessitated brands to innovate their communication strategies. In this context, sports has emerged as a potent platform for engaging female consumers, a demographic that is frequently underrepresented in traditional sports marketing. The extant literature underscores the increasing utilization of social media and digital tools by brands to foster personalized, authentic connections with consumers; however, few studies have focused specifically on female sports enthusiasts. This study employs qualitative content analysis to examine how brands utilize storytelling, digital engagement, and influencer collaborations to resonate with female audiences. This study is guided by research questions that explore the efficacy of social media strategies in fostering trust, loyalty, and advocacy among female sports consumers. Data from social media campaigns and consumer interactions were analyzed to identify key tactics, such as competitions, shared celebrations, and inclusivity-driven messaging. The results reveal that themes of identity and community building are central to creating emotional connections and shared values between brands and female sports fans. This study highlights how brands can leverage social media and storytelling to connect with female sports consumers and foster engagement, loyalty, and advocacy. Emphasizing inclusivity, emotional resonance, and community building, this study offers a roadmap for marketers to adopt strategies in a transformative digital landscape, strengthening relationships with this influential demographic.

Keywords: Female Sports Consumers; Social Media Strategies; Brand Engagement; Sports Marketing; Digital Marketing (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:19:y:2025:i:1:p:839-855:n:1008

DOI: 10.2478/picbe-2025-0066

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