... shaping engagement outcomes in sport social media communication. Originality/value The study advances persuasion-based explanations of social media engagement by showing that audience responses to commercial content depend on narrative-level brand associations rather than solely on the recognition...

... and the influence of social media communication on event branding and engagement. It also recommends strategies for event improvement, emphasizes controlled communication for brand equity and highlights marketing's role in brand awareness, association and participant satisfaction. Additionally, it suggests...