TY - JOUR
T1 - Satellite fans engagement with social networking sites influence on sport team brand equity
T2 - A UGT perspective
AU - Ahiabor, Daniel Kofi
AU - Kosiba, John Paul Basewe
AU - Gli, Deli Dotse
AU - Tweneboah-Koduah, Ernest Yaw
AU - Hinson, Robert Ebo
N1 - Publisher Copyright:
© 2023 The Authors
PY - 2023/12
Y1 - 2023/12
N2 - Guided by the uses and gratification theory (UGT), this research aims to investigate the influence of gratification (i.e., personal, social, and tension release gratification) sought from social networking sites (SNS) on customer engagement behaviour of satellite fans. Additionally, this research examines the influence of customer engagement behaviour (i.e., consuming, contributing, and creating activities) on sports teams' brand equity. Data for the study were obtained from 347 respondents who followed their favourite sports teams on SNS. Partial least squares structural equation modeling (PLS-SEM) was used to analyse the empirical data. The findings reveal that the SNS gratification needs of football fans influence their customer engagement behaviour. Also, customer engagement behaviour, that is, consuming and contributing activities, influences sports teams' brand equity. These findings provide great insights for brand managers on how to effectively use SNS to influence consumer.
AB - Guided by the uses and gratification theory (UGT), this research aims to investigate the influence of gratification (i.e., personal, social, and tension release gratification) sought from social networking sites (SNS) on customer engagement behaviour of satellite fans. Additionally, this research examines the influence of customer engagement behaviour (i.e., consuming, contributing, and creating activities) on sports teams' brand equity. Data for the study were obtained from 347 respondents who followed their favourite sports teams on SNS. Partial least squares structural equation modeling (PLS-SEM) was used to analyse the empirical data. The findings reveal that the SNS gratification needs of football fans influence their customer engagement behaviour. Also, customer engagement behaviour, that is, consuming and contributing activities, influences sports teams' brand equity. These findings provide great insights for brand managers on how to effectively use SNS to influence consumer.
KW - Brand equity
KW - Gratification
KW - SNS engagement behaviour
KW - Satellite fans
KW - Sport team
UR - http://www.scopus.com/inward/record.url?scp=85162213915&partnerID=8YFLogxK
U2 - 10.1016/j.digbus.2023.100064
DO - 10.1016/j.digbus.2023.100064
M3 - Article
AN - SCOPUS:85162213915
SN - 2666-9544
VL - 3
JO - Digital Business
JF - Digital Business
IS - 2
M1 - 100064
ER -