The Impacts of Fans’ Attachment , Sincerity and Social Media Usage on Attitude Toward Sports Sponsorship
Mohd Naufal Yunos1, Hasmah Zanuddin2, Jadeera Cheong Phaik Geok Abdullah3
1Mohd Naufal Yunos, Ph.D. Candidate, Institute of Advanced Study, Universiti Malaya, Kuala Lumpur, Malaysia.
2Hasmah Zanuddin, Associate Professor, Department of Media & Communication Studies, Faculty of Arts and Social Sciences, Universiti Malaya, Kuala Lumpur, Malaysia.
3Jazeera Cheong Phaik Geok Abdullah, Senior Lecturer, Centre for Sport and Exercise Sciences, University of Malaya.
Manuscript received on 26 June 2019 | Revised Manuscript received on 09 July 2019 | Manuscript Published on 17 July 2019 | PP: 334-339 | Volume-8 Issue-2S July 2019 | Retrieval Number: B10490782S19/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Sport communication entails a strategic mechanism in gaining an audience and loyal supporter for sportsmen fan. The objective of this article is to provide insight towards fan attachment through social media and sponsorship on mindsets about sponsor and plans to acquire products of the sponsor. Data was accumulated via survey technique. The surveys were completed by supporters. The hypothesized model was tested by a theoretical framework. The results showed that team attractiveness, team faith, and team commitment are positively linked to team affection. While team connection was observed to positively impact supporter devotion, sports enthusiasts’ Facebook use was observed to significantly strengthen their devotion and sport shoppers who see a match among the sponsor and sports team are more apt to consider that the sponsor’s intentions are genuine and honesty opinions which in turn, positively impact mindsets for sponsor and intentions to buy the sponsor’s goods. The study also offers experimental proof for the direct effects of perceived fit and supporters’ use of social media for obtaining team-related info on buy intentions. Results of the present study propose that sponsor companies should link their genuine intentions, their match with the sponsored sports team and be acive on social media accounts of the sports team in order to influence their sponsorship. This survey indicated that sports team concentrating on social media utilization has a positive impact on intentions to buy products of sponsor in an emergent market setting, in motorsports.
Keywords: Team Attachment, Attitude Towards Sponsor, Sports Sponsorship.
Scope of the Article: Social Networks