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The Influence of Consumer Motivation on Engagement with Sports Club Social Media: An Intrinsic and Extrinsic Analysis

Author

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  • Trkulja Željka Marčinko

    (Libertas International University, Croatia)

  • Primorac Dinko

    (University North, Croatia)

  • Martinčević Ivana

    (University North, Croatia)

Abstract

Background Understanding the motivations behind consumer engagement on sports club social media can help clubs and marketers tailor their strategies to better connect with fans, fostering deeper loyalty and more meaningful interactions. By identifying what drives fans to engage—whether it is a genuine love for the brand or the pursuit of rewards—clubs can create more targeted content that not only boosts engagement but also strengthens the overall fan experience and community. Objectives This study explores the impact of intrinsic and extrinsic motivation on consumer engagement with sports club social media, utilising the theoretical framework of Uses and Gratifications Theory. Methods/Approach: Using structural equation modelling and network analysis, different motivational factors, such as internal and external motivation, were analysed to determine their influence on engagement behaviours. Results The findings reveal that both intrinsic motivations (e.g., personal identity, entertainment, and brand love) and extrinsic motivations (e.g., rewards, empowerment, and social interaction) significantly affect consumer engagement. Intrinsic motivations were strong predictors of high-quality engagement behaviours, including meaningful commenting and active participation in discussions. In contrast, extrinsic motivations, particularly the role of social interaction, were more associated with the frequency of posting and sharing content. Conclusions These results underscore the importance of understanding the diverse motivational drivers behind consumer interactions with sports club social media to enhance fan engagement and loyalty.

Suggested Citation

  • Trkulja Željka Marčinko & Primorac Dinko & Martinčević Ivana, 2024. "The Influence of Consumer Motivation on Engagement with Sports Club Social Media: An Intrinsic and Extrinsic Analysis," Business Systems Research, Sciendo, vol. 15(1), pages 91-109.
    • Handle: RePEc:bit:bsrysr:v:15:y:2024:i:1:p:91-109:n:1005
    DOI: 10.2478/bsrj-2024-0005
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    References listed on IDEAS

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    More about this item

    Keywords

    intrinsic and extrinsic motivations; social media engagement; sports clubs;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • Z20 - Other Special Topics - - Sports Economics - - - General

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