Social Media Marketing Strategies of Football Clubs

Sports organisations, including football clubs, are using social media to connect with spectators. The aim of this study is examine whether influence on can increase attendance at matches. In particular, it aims the effect negative comments consumer behaviour and how differs across fans varying levels fandom. 89 respondents were randomly allocated 3 groups. Respondents in Control Group exposed a Facebook page club without any while Experimental 1 2 same but additional positive respectively. A one-way between-groups analysis variance showed no statistical difference between three groups perception quality players coaches, intention watch future While earlier studies have shown that affect behaviour, found may be limited affecting spectator perceptions behaviour.