... was to identify similarities and differences in content published and engagement generated on the event’s official social media accounts in the months preceding the Olympics. Design/methodology/approach For 1,200 consecutive original posts published on Facebook, Sina Weibo and Twitter, we coded the time...

... football leagues spanning Europe, South America and North America. Design/methodology/approach Drawing on relationship marketing and employing content analysis as a methodological tool, the study examined 10,772 posts from the official accounts of eight football leagues on Facebook, Twitter...

... brands. This research aims to understand the motivations for fans to engage with their favourite football brands on Facebook and Instagram. Design/methodology/approach An online survey was performed, resulting in 214 valid responses. As the social media strategy followed by the football brand...

... attributes that would aid national sports organizations (NSO) in reaching their online audiences and excelling their media presence. Design/methodology/approach A coding framework was designed to differentiate Facebook posts by topic, post design and content type. A sample of 2,450 posts from...

... and χ² tests) statistics. Originality/value The results revealed similarities on Facebook in terms of positive receptions of brand attributes and resonance of perceived brand benefits, while significant differences were observed on Twitter, particularly in terms of brand benefits. Christos...