Consumer engagement with football brands on social media : what drives consumers to engage with FC Porto on social media?

Facebook, and recently Instagram, are established marketing tools that allow brands to connect and engage with their consumers at a level far beyond the reach of traditional offline marketing. To fine tune their messages on social media, brands need to know their consumers’ motivations to engage. Ho...

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Bibliographic Details
Main Author: Ferreira, Frederico Correia (author)
Format: masterThesis
Language:eng
Published: 2019
Subjects:
Social media
Social networking sites
Motivations
Consumer engagement
FC Porto
Football fans
Sports branding
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10400.14/27642
Country:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/27642

Internet

http://hdl.handle.net/10400.14/27642

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