Building Relationships between Fans and Teams in the National Basketball Association through Facebook: The Influence of Engagement on Relationship Quality and Consumer Behavior

Abstract

The purpose of this study was to investigate the relationships between National Basketball Association fans' engagement with their favorite teams' Facebook pages, fans' relationship quality with their favorite team, and their purchase and referral intentions using relationship marketing as a framework. Additionally, the types of content fans preferred teams post on Facebook were examined. Two convenience samples, one collected by posting a link to Facebook and the other by purchasing a Qualtrics panel, were collected. Data were analyzed using confirmatory factor analysis, structural equation modeling, and frequency tables. Results indicated in both samples that individuals who engaged more on Facebook also had greater relationship quality. Additionally, in the Qualtrics panel, a higher level of engagement with teams' Facebook page had a statistically significant, positive impact on purchase intentions. In both samples, the indirect effects of Facebook engagement on purchase and referral intentions as mediated by relationship quality were statistically significant and positive, suggesting more engaged individuals on Facebook had higher relationship quality and were more likely to intend to purchase tickets and merchandise in the future and refer others to do the same. Overall, respondents indicated they preferred content related to players, including injury and movement, as well as score-related posts, suggesting they might prefer using Facebook as another way to receive information instead of choosing to actively engage with their favorite team. However, because results from modeling suggest engaging individuals on Facebook has positive impacts on future behavioral intentions, sport marketers should consider engaging individuals on Facebook while still fulfilling their need for information about players and game results.