A carregar...
Publicação
Exploring the impact of online brand community dynamics on brand emotional outcomes: A study of online football communities
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 2.59 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
In the digital age, online brand communities (OBCs) have emerged as vital platforms for
fostering connections between consumers and brands. Football online brand communities are
gaining a lot of power not only because sports are being increasingly commercialized, but also
because sports consumers have a level of passion and emotional connection rarely seen in
other contexts. For that reason, this study explores how online brand community dynamics
like identification, experience and commitment drives online brand community engagement
and how this engagement generates emotional brand outcomes like brand love and pride.
This study is based on the Stimulus, Organism and Response framework and followed a
quantitative approach by survey research. PLS-SEM technique was applied to data extracted
from a questionnaire applied to active online football community members. Results showed
that online brand community identification, experience and commitment each positively
influence engagement, with commitment emerging as the most impactful factor. The findings
demonstrated as well that the emotional brand outcome which has the strongest influence
from engagement is brand pride. These insights offer theoretical and practical value for sports
marketers and community managers, emphasizing the importance of nurturing identification,
designing memorable digital experiences, and strengthening fan commitment to cultivate
pride within football online communities. Making this research a winning game for both the
online community members and the football clubs.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Online Brand Communities (OBCs) Online Brand Community Engagement Brand Pride Online Brand Community Commitment Online Brand Community Identification Football SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure