Fan engagement on select social media platforms: A study of the Indian Premier League

Avtar Singh and Rahul Sharma
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Avtar Singh: Assistant Professor, Mittal School of Business, India
Rahul Sharma: Associate Professor, Mittal School of Business, India

Journal of Cultural Marketing Strategy, 2022, vol. 6, issue 2, 176-186

Abstract: In recent years, the Indian Premier League (IPL) — one of the biggest sporting competitions in India — has enjoyed significant growth in fan engagement across multiple social media platforms. As audience engagement is a vital metric for measuring the success of any venture or event, this paper investigates in more detail how this has manifest across select social media channels, namely Facebook, Twitter, Instagram and YouTube. With a focus on the period from 2018 to 2020, the study identifies a significant increase in the number of cricket fans following IPL teams on social media and engaging with them via likes, shares and comments. Such an increase in engagement not only creates more opportunities for IPL franchises but also for other stakeholders, such as team supporters and sponsors.

Keywords: fan engagement; Indian Premier League; social media; cricket; Facebook (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2022:v:6:i:2:p:176-186

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