Leveraging social media for business development: an empirical analysis of fan loyalty and fan expansion

Reza Mohammadkazemi and Mohammad Falahat

Cogent Business & Management, 2024, vol. 11, issue 1, 2393739

Abstract: This study investigates the role of social media in driving business development for Danish professional football clubs. It particularly examines how social media engagement impacts fan loyalty, fan size, and overall business growth. We employed structural equation modeling (SEM) to analyze data from a total sample of 127 participants, collected through questionnaires distributed to club directors and fans across Denmark. The findings reveal that social media fan pages significantly contribute to business growth, with leading social media platforms playing a crucial role. Specifically, social media engagement enhances both fan loyalty and fan size, which directly impacts the overall business development of football clubs. Theoretically, this research introduces a new model elucidating how premier social media platforms influence fan loyalty, fan size, and the overarching business development of football clubs. It expands our understanding of brand loyalty and business growth within the social media context. Practically, it provides actionable insights for club stakeholders on effectively utilizing social media platforms to foster fan loyalty, grow their fan base, and achieve substantial business growth. This study makes a novel contribution to the academic literature on sports club business development through social media. It offers both theoretical and practical insights into effective commercial strategies that clubs can employ to leverage social media engagement, marking a significant step forward in football club commercial strategy.

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/23311975.2024.2393739 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2393739

Ordering information: This journal article can be ordered from
http://cogentoa.tandfonline.com/journal/OABM20

DOI: 10.1080/23311975.2024.2393739

Access Statistics for this article

Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar

More articles in Cogent Business & Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().