Social Media Marketing for Professional Soccer Clubs: Focusing on the Quality of the Relationship Between the Club and Fans

Abstract

This study investigates how the social networking service (SNS) activities of professional football clubs have affected the quality of the relationship between clubs and fans during the period in which the COVID-19 pandemic caused limited fan service activities. This study selected a sample population of professional football fans, provided by football clubs, who were experienced in using SNSs. Data collected through convenience sampling using 215 questionnaires completed online by respondents were analyzed using frequency, exploratory factor, reliability, correlation, and multivariate regression analyses with SPSS 23.0 and AMOS 22.0. The study’s findings are as follows: among the sub-factors of professional football clubs’ SNS characteristics, interactivity and playfulness have a positive (+) effect on trust, a sub-factor of relationship quality, but information and recentness do not have a significant effect; interactivity, information, and playfulness have a positive (+) effect on immersion, a sub-factor of relationship quality, but recentness does not have a significant effect; and interactivity, information, playfulness, and recentness have a positive (+) effect on satisfaction, a sub-factor of relationship quality. This study provides practical and academic data useful for effective marketing activities by investigating how clubs’ SNS marketing activities can help fans connect with them despite the limitations owing to the COVID-19 pandemic. © 2022 Sciendo. All rights reserved.