Consumer Engagement on Weibo in a Professional Sport Context: The Case of the Chinese Super League

Yuanyuan Cao; Ziyuan Xu; Hirotaka Matsuoka

doi:10.1123/ijsc.2023-0162

Consumer Engagement on Weibo in a Professional Sport Context: The Case of the Chinese Super League

Yuanyuan Cao, Ziyuan Xu, Hirotaka Matsuoka^*

^*Corresponding author for this work

School of Sport Sciences

Research output: Contribution to journal › Article › peer-review

2 Citations (Scopus)

Abstract

Online fan communities on social media are an effective avenue for sport organizations to engage sport fans. Sport fans who identify with online fan communities express positive and negative consumer engagement behavior (CEB) on social media. Most researchers focus on the positive valence of CEB. This study explores the mediating effect of both positive and negative valences of CEB between online fan community identification and behavioral intention simultaneously. Additionally, the moderating effect of satisfaction with teams' performance is examined. This study contributes to the conceptualization of the negative valence of CEB on social media and extends the literature on the dual valence of CEB in the sport context. It also provides insights to sport managers on relationship marketing on social media.

Original language	English
Pages (from-to)	61-72
Number of pages	12
Journal	International Journal of Sport Communication
Volume	17
DOIs	https://doi.org/10.1123/ijsc.2023-0162
Publication status	Published - 2024 Mar

Keywords

fan identification
negative valence
relationship marketing
social media

ASJC Scopus subject areas

Business and International Management
Communication
Tourism, Leisure and Hospitality Management

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title = "Consumer Engagement on Weibo in a Professional Sport Context: The Case of the Chinese Super League",

abstract = "Online fan communities on social media are an effective avenue for sport organizations to engage sport fans. Sport fans who identify with online fan communities express positive and negative consumer engagement behavior (CEB) on social media. Most researchers focus on the positive valence of CEB. This study explores the mediating effect of both positive and negative valences of CEB between online fan community identification and behavioral intention simultaneously. Additionally, the moderating effect of satisfaction with teams' performance is examined. This study contributes to the conceptualization of the negative valence of CEB on social media and extends the literature on the dual valence of CEB in the sport context. It also provides insights to sport managers on relationship marketing on social media.",

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AU - Cao, Yuanyuan

AU - Xu, Ziyuan

AU - Matsuoka, Hirotaka

PY - 2024/3

Y1 - 2024/3

N2 - Online fan communities on social media are an effective avenue for sport organizations to engage sport fans. Sport fans who identify with online fan communities express positive and negative consumer engagement behavior (CEB) on social media. Most researchers focus on the positive valence of CEB. This study explores the mediating effect of both positive and negative valences of CEB between online fan community identification and behavioral intention simultaneously. Additionally, the moderating effect of satisfaction with teams' performance is examined. This study contributes to the conceptualization of the negative valence of CEB on social media and extends the literature on the dual valence of CEB in the sport context. It also provides insights to sport managers on relationship marketing on social media.

AB - Online fan communities on social media are an effective avenue for sport organizations to engage sport fans. Sport fans who identify with online fan communities express positive and negative consumer engagement behavior (CEB) on social media. Most researchers focus on the positive valence of CEB. This study explores the mediating effect of both positive and negative valences of CEB between online fan community identification and behavioral intention simultaneously. Additionally, the moderating effect of satisfaction with teams' performance is examined. This study contributes to the conceptualization of the negative valence of CEB on social media and extends the literature on the dual valence of CEB in the sport context. It also provides insights to sport managers on relationship marketing on social media.

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KW - negative valence

KW - relationship marketing

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JO - International Journal of Sport Communication

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Consumer Engagement on Weibo in a Professional Sport Context: The Case of the Chinese Super League

Abstract

Keywords

ASJC Scopus subject areas

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