fan engagement – Sports Business Research Academy

The influence of social TV on viewer loyalty of National Hockey League (NHL) viewers: ice hockey’s second screen and social media engagement behaviour

By Dr. Sebastiano Mereu on October 15, 2021 • ( Leave a comment )

Engaging with others on social media while watching television (TV) or live-streaming any sort of entertainment has become a common phenomenon. It is occasionally referred to as second-screening or social TV, because […]

Driving fan engagement with Kaizer Chiefs F.C. on social media

By Dr. Sebastiano Mereu on January 13, 2020 • ( Leave a comment )

Kaizer Chiefs wallpaper. Source: https://wallpapercave.com/w/wp3666396

Section 1: Background to the research Fan engagement is often considered a priority for sports brands, because it can foster brand-customer relationships, strengthen brand loyalty, and, ultimately, increase revenue (Greve, 2014). With […]

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