Effects of Social Media on Consumers’ Sports Brand Experiences and Loyalty

Munnukka, Juha; Karjaluoto, Heikki; Mahlamäki, Tommi; Hokkanen, Ville

doi:10.1007/978-3-319-45596-9_194

Cited by 8 publications

(3 citation statements)

References 18 publications

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“…Moreover, social media motivations such as product or service-based motivations as well as brand communications have significant impacts on social media marketing (Guede et al, 2017;Odoom et al, 2017). In line with Erdogmus and Cicek (2012), Bruhn et al (2012), Ismail (2017), Balakrishnan et al (2014), Rialti et al (2017), Schultz (2017), Munnukka et al (2017) and Parganas et al (2017), the results confirmed that social media marketing has a strong effect on brand loyalty. On the other hand, social media marketing has a significant impact on purchase intention as revealed in numerous prior studies (Balakrishnan et al, 2014;Dehghani & Tumer, 2015;Gautam & Sharma, 2017;Hutter et al, 2013;Sheth & Kim, 2017;Yadav & Rahman, 2017).…”

Section: Discussionmentioning

confidence: 81%

“…According to Schultz (2017), brand posts as one of the post characteristics is considered a key advantage of social networks as well as has a positive impact on customer social interaction. Munnukka, Karjaluoto Mahlamäki and Hokkanen (2017) argued that social media engagement has a positive influence on the customer brand experience, which, in turn, affects their brand loyalty. Parganas, Anagnostopoulos and Chadwick (2017) reported similar positive perceptions of the brand among customers as a result of using social networks such as Facebook.…”

Section: Smm and Brand Loyaltymentioning

confidence: 99%

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The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective

Almohaimmeed¹

2019

JBRMR

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The aim of this study was to explore the effects of the antecedents of social media marketing, brand loyalty and purchase intention. Furthermore, the study aims at investigating the effect of social media marketing on brand loyalty and purchase intention. Finally, the study seeks to identify the effect of brand loyalty on purchase intention. In order to achieve the study objectives, a questionnaire was developed based on prior literature and a sample of customers consisting of 500 participants was selected in order to collect the required data. The model of the study was developed theoretically and then tested using structural equation modeling. The results confirmed that social media antecedents significantly affect three constructs: social media marketing, brand loyalty and customer purchase intention. In line with numerous previous studies, the results indicated that social media marketing significantly affects both brand loyalty and customer purchase intention. Finally, the findings showed that brand loyalty has a significant effect on customer purchase intention. Based on these results, it was concluded that organizations should pay more attention to the antecedents of social media marketing since it has direct effects on social media marketing application, brand loyalty and customer purchase intention. Despite the importance of these results, the study is still limited to measurements used to evaluate constructs, since these measurements were built on a small number of indicators, its cross-sectional design and a little number of antecedents being explored. Considering these limitations in the future might reveal different results. However, since the effect degree of social media marketing application is greater than the degree of the same construct on brand loyalty and purchase intention, social marketing application was not approved to play a mediating role between theses constructs. Hence, the major contribution of this study is that social media antecedents are no less important than the application of social media marketing itself. In other words, for organizations to ensure an effective application of social media marketing, an eye on its antecedents would bring the benefits of social media marketing into the light, which, in turn, would affect brand loyalty and customer purchase intention.

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Section: Discussionmentioning

confidence: 81%

Section: Smm and Brand Loyaltymentioning

confidence: 99%

The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective

Almohaimmeed¹

2019

JBRMR

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“…Furthermore, sports fans obtain information about games and players through social media and use social media to discuss them extensively, 50 thus forming a so-called “circle culture,” which leads to deeper sports participation. Currently, because sports fans’ media use is not limited to one medium, organizations should utilize more than one social media platform, which will deepen the perceived power of the brand 51 and thus, sports consumption behavior. However, this is not absolute; one study that analyzed the relationship between attitudes toward social media and sports consumption among a group of adolescent sports fans born after 2000 found that attitudes toward social media do not influence their desire or willingness to consume sports.…”

Section: Discussionmentioning

confidence: 99%

The relationship between media use and sports participation behavior: A meta-analysis

2023

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Objective The use of media profoundly affects people's sports participation behavior. Past research has presented mixed results on the relationship between media use and sports participation behaviors. Therefore, the relationship between media use and sports participation behavior should be revisited. Methods A meta-analysis of 17 independent studies from 12 literature was conducted to determine whether (a) media use positively influences sports participation behaviors, and (b) form of media, media measurement methods, study subjects, and culture moderated these relationships. Pearson's correlation was used to conduct a random-effects meta-analysis and examine the moderating effects. Results The results showed a positive correlation between media use and sports participation behaviors ( r = 0.193, 95% CI = [0.047,0.329]). Traditional media showed stronger correlations and moderating effects than new media; however, the time variable (in media measurement methods) and primary and secondary school students (in study subjects) showed negative correlations between media use and sports participation behavior. The positive and moderating effects on this relationship were higher in Eastern cultures than in Western cultures. These results suggest that media use and sports participation behavior were positively correlated, moderated by the form of media, media measurement methods, study subjects, and culture within studies. Conclusions From the effect test results, a significant positive relationship was found between media use and sports participation behavior (both physical participation behavior and consumption behavior). The two were influenced by several moderating variables including the form of media, media measurement methods, study subjects, and culture, and the influence of media measurement methods was the greatest.

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Building brand loyalty on social media: theories, measurements, antecedents, and consequences

2021

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Effects of Social Media on Consumers’ Sports Brand Experiences and Loyalty

Cited by 8 publications

References 18 publications

The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective

The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective

The relationship between media use and sports participation behavior: A meta-analysis

Building brand loyalty on social media: theories, measurements, antecedents, and consequences

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