Like it but do not comment: manipulating the engagement of sports fans in social media
by Anand Agrawal; Anil Gupta; Anish Yousaf
International Journal of Sport Management and Marketing (IJSMM), Vol. 18, No. 4, 2018

Abstract: Marketers have embraced social media to connect with their customers and fans, but due to lack of sufficient research in this area, they are struggling to manipulate customers' responses and their engagement levels. We categorised the recent Facebook posts of the four most popular teams in a popular cricket league in India into different types of updates, forms of messages, and message orientations using interaction process analysis (IPA), to study their impact on different levels of engagement, in terms of likes (low engagement), shares (medium engagement) and comments (high engagement). Result revealed that different combinations of these variables generate significantly different growth in numbers of likes, shares and comments. Insights from this study are useful for practitioners in devising a method to analyse and design social media messages to manipulate the levels of customer engagement in social media.

Online publication date: Mon, 25-Jun-2018

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com