Motives to engage with sports brands on Facebook and Instagram – the case of a Portuguese football club
Purpose Social network sites are key marketing tools that allow brands to connect and engage with consumers. However, there is still a lack of evidence of their value for football brands. This research aims to understand the motivations for fans to engage with their favourite football brands on Face...
| Main Author: | |
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| Other Authors: | , , , |
| Format: | article |
| Language: | eng |
| Published: |
2020
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10400.14/30699 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/30699 |