Leveraging social media for business development: an empirical analysis of fan loyalty and fan expansion

This study investigates the role of social media in driving business development for Danish professional football clubs. It particularly examines how social media engagement impacts fan loyalty, fan size, and overall business growth. We employed structural equation modeling (SEM) to analyze data fro...

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Bibliographic Details

Published in:	Cogent Business & Management
Main Authors:	Reza Mohammadkazemi, Mohammad Falahat
Format:	Article
Language:	English
Published:	Taylor & Francis Group 2024-12-01
Subjects:	Social media business development fan expansion fan loyalty football club Marketing
Online Access:	https://www.tandfonline.com/doi/10.1080/23311975.2024.2393739