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Engagement in sports virtual brand communities

Author

Listed:
  • Alonso-Dos-Santos, Manuel
  • Rejón Guardia, Francisco
  • Pérez Campos, Carlos
  • Calabuig-Moreno, Ferran
  • Ko, Yong Jae

Abstract

The aim of this study is to analyze the impact of sports sponsorship in virtual brand communities (VBCs) on consumers' engagement within these communities. We used a professional team in the Scotiabank National Opening Championship (Chile) as the study context and collected data from participants (N=268) on the team's social networks. We used structural equation systems and the Qualitative Comparative Analysis (QCA) technique to test the hypotheses. The results present five causal combinations, considering factors inherent to the team sponsor that influence engagement within a VBC. The QCA model and SEM explain 78.5% and 71% of engagement, respectively. The most noteworthy variables that have an impact on engagement include attitude towards the sponsor, congruence, and the relationship quality of the VBC. This study is the first attempt to examine the influence of sports sponsorship on consumers' engagement within VBCs. Theoretical and managerial implications are also discussed.

Suggested Citation

  • Alonso-Dos-Santos, Manuel & Rejón Guardia, Francisco & Pérez Campos, Carlos & Calabuig-Moreno, Ferran & Ko, Yong Jae, 2018. "Engagement in sports virtual brand communities," Journal of Business Research, Elsevier, vol. 89(C), pages 273-279.
    • Handle: RePEc:eee:jbrese:v:89:y:2018:i:c:p:273-279
    DOI: 10.1016/j.jbusres.2017.12.053
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    3. Riccardo Rialti & Lamberto Zollo & Maria Carmen Laudano & Cristiano Ciappei, 2018. "Social media brand communities and brand value co-creation: Evidences from Italy," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(3), pages 111-133.
    4. Xiaowei Jiang & Brandon Mastromartino & Qian Yang & Jianwei Zhang & James J. Zhang, 2022. "Influence of Consumer Interaction and Community Relationships on Value Co-Creation Willingness: A Mediation Model of Chinese Sports Brands," Sustainability, MDPI, vol. 15(1), pages 1-19, December.
    5. Qingchun Meng & Zhen Zhang & Xiaole Wan & Xiaoxia Rong, 2018. "Properties Exploring and Information Mining in Consumer Community Network: A Case of Huawei Pollen Club," Complexity, Hindawi, vol. 2018, pages 1-19, November.
    6. Tu, Rungting & Hsieh, Peishan & Feng, Wenting, 2019. "Walking for fun or for “likes”? The impacts of different gamification orientations of fitness apps on consumers’ physical activities," Sport Management Review, Elsevier, vol. 22(5), pages 682-693.
    7. Karen Kaijuan Xu & Kenny Kuanchou Chen & Euisoo Kim & Jerónimo García-Fernández & John Nauright & James J. Zhang, 2021. "Dimensions of Service Quality in Health-Fitness Clubs in China," IJERPH, MDPI, vol. 18(20), pages 1-17, October.
    8. Indrė Baubonytė & Justas Nugaras & Živilė Sederevičiūtė-Pačiauskienė, 2022. "Improvement in Customer Experience Through the Creation of Virtual Brand Communities," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 34(1), pages 93-108.

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