Fans behave as buyers? Assimilate fan-based and team-based drivers of fan engagement

PurposeCustomer engagement, as one form of interactive marketing, enhances organisational performance, in terms of sales growth, superior competitive advantage and increased profitability, particularly within the sports context. This research aims to explore fans' engagement behaviours with the...

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Bibliographic Details
Published in:Journal of research in interactive marketing 2022-07, Vol.16 (3), p.329-345
Main Authors: Fathy, Doaa, Elsharnouby, Mohamed H., AbouAish, Ehab
Format: Article
Language:English
Subjects:
Behavior
Customers
Interactive marketing
Mixed methods research
Morality
Profitability
Purchase intention
Research methodology
Sampling methods
Social networks
Sports
Sports fans
Teams
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