A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
The impact of rewarded social media engagement on customer satisfaction, commitment, loyalty and loyalty programmes in the sports industry (2024)


Rauf, M., Karjaluoto, H., & Leppäniemi, M. (2024). The impact of rewarded social media engagement on customer satisfaction, commitment, loyalty and loyalty programmes in the sports industry. International Journal of Sport Management and Marketing, 24(3/4), 262-289. https://doi.org/10.1504/IJSMM.2024.138988


JYU-tekijät tai -toimittajat


Julkaisun tiedot

Julkaisun kaikki tekijät tai toimittajatRauf, Muniba; Karjaluoto, Heikki; Leppäniemi, Matti

Lehti tai sarjaInternational Journal of Sport Management and Marketing

ISSN1475-8962

eISSN1740-2808

Julkaisuvuosi2024

Ilmestymispäivä06.06.2024

Volyymi24

Lehden numero3/4

Artikkelin sivunumerot262-289

KustantajaInderscience Publishers

JulkaisumaaSveitsi

Julkaisun kielienglanti

DOIhttps://doi.org/10.1504/IJSMM.2024.138988

Julkaisun avoin saatavuusEi avoin

Julkaisukanavan avoin saatavuus

Julkaisu on rinnakkaistallennettu (JYX)https://jyx.jyu.fi/handle/123456789/96846


Tiivistelmä

There has been much research on customer engagement, loyalty, and loyalty programmes, but there has been no specific investigation of the impact of rewarded customer engagement on loyalty programme members in the sports sector. This study aimed to contribute to the sports marketing literature by exploring the impact of rewarded social media engagement on customer satisfaction, commitment, loyalty programmes, and loyalty to a sports brand. The study sought to address the existing research gaps by conducting a quantitative survey among both members and non-members of a loyalty programme. The findings reveal distinct characteristics of rewarded customer engagement, indicating its significant impact on customer satisfaction, commitment, and loyalty to both the programme and brand among members of the sports brand. This research is vital for both marketing scholars and practitioners, as it deepens their understanding of the topic by exploring how rewarded social media engagement influences customer loyalty and loyalty programmes in the sports industry, potentially enabling them to develop more efficient loyalty programmes.


YSO-asiasanaturheiluammattiurheiluliiketoimintasosiaalinen mediaasiakaskokemusmarkkinointikanta-asiakkaatasiakasuskollisuusasiakastyytyväisyysmarkkinointiviestintä


Liittyvät organisaatiot


OKM-raportointiKyllä

VIRTA-lähetysvuosi2024

Alustava JUFO-taso1


Viimeisin päivitys 2024-14-10 klo 15:10