Consumer engagement on social media in the sport context: a scoping review

The goal of this study was to address the question: ‘What sport marketing research has been conducted on customer engagement on social media until now, and what could be future avenues for research?’ by conducting a scoping review. The PRISMA-ScR was followed. A total of 37 peer-reviewed journal articles in English were analysed. The findings synthesised the definitions and measurements of consumer engagement on social media as well as the theories and methods utilised. In addition, we proposed an integrative framework to demonstrate the role of consumer engagement on social media in the research model in the sport marketing field. The framework showed seven dimensions of antecedents of consumer engagement on social media, including (1) the content of the post, (2) the feature of the post, (3) the feature of the team/player, (4) the feature of the sponsor, (5) motivation, (6) identification with the team/community, and (7) others. The consequences of consumer engagement on social media mainly include loyalty and consumers’ behavioural intention. Finally, several research directions were provided based on the analysis.