Open AccessUnderstanding the Effect of Social Media Marketing Activities on Football Fans’ Satisfaction and Engagement: A Study of Portuguese 2nd League Professional Football Clubs
Author(s) -
Sílvia Faria,
Manuel Sousa Pereira,
Pedro Ferreira,
Paula Rodrigues
Publication year - 2022
Publication title -
ibima business review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.222
H-Index - 4
ISSN - 1947-3788
DOI - 10.5171/2022.448483
Subject(s) - football , league , portuguese , social media , the internet , advertising , sports marketing , business , public relations , marketing , political science , relationship marketing , computer science , marketing management , world wide web , linguistics , philosophy , physics , astronomy , law
General use and acceptance of the Internet made social networks an indispensable means of communication between organizations and their target. Both individuals and companies create fan pages on online platforms, using them to interact with different receivers and develop personal and business opportunities.