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

Author

Listed:
  • Singh, Avtar

    (Assistant Professor, Mittal School of Business, India)

  • Sharma, Rahul

    (Associate Professor, Mittal School of Business, India)

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.

Suggested Citation

  • Singh, Avtar & Sharma, Rahul, 2022. "Fan engagement on select social media platforms: A study of the Indian Premier League," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 6(2), pages 176-186, March.
    • Handle: RePEc:aza:jcms00:y:2022:v:6:i:2:p:176-186
    as

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    More about this item

    Keywords

    fan engagement; Indian Premier League; social media; cricket; Facebook;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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