Machado, Joana César; Martins, Carla Carvalho; … - In: International Journal of Sports Marketing and Sponsorship 21 (2020) 2, pp. 325-349
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...