Categorizing engagement behavior in sport brand communities – an empirical study informed by social practice theory

Stegmann, Pascal; Ströbel, Tim; Woratschek, Herbert (2024). Categorizing engagement behavior in sport brand communities – an empirical study informed by social practice theory. Sport management review, pp. 1-28. Routledge, Taylor & Francis Group 10.1080/14413523.2024.2329826

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This study ventures into uncharted territory by focusing exclusively
on digital platforms to scrutinize engagement practices within
sport clubs and their pivotal role in nurturing vibrant brand communities.
By employing a multifaceted methodological framework
that blends netnography, document analysis, and semi-structured
interviews, it delves into the nuanced ways clubs employ digital
strategies to foster active participation and cultivate a sense of
belonging among community members. A novel aspect of this
research is its consideration of digital engagement platforms as
the social context, analyzing how the surrounding social environment
influences and enhances digital engagement practices.
Furthermore, the study breaks new ground by extending its analysis
beyond dyadic relationships to explore the network effects on
engagement practices. Therefore, it offers a comprehensive understanding
of how these dynamics contribute to the development
and sustainability of sport brand communities. The findings reveal
the critical importance of diverse engagement practices in fostering
meaningful interactions that strengthen a sport brand community
fabric. This research enriches the field by presenting actionable
insights for sport clubs to refine their digital engagement strategies
in the context of broader social networks and effects. This paper
makes a significant contribution to the literature by illuminating the
complex interplay between digital engagement, social context, and
network dynamics in the cultivation of sport brand communities.

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