Mohammadkazemi, Reza; Falaha , Mohammad
A icle
Le e aging social media o business de elopmen : an
empi ical analysis o an loyal y and an expansion
Cogen Business & Managemen
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Le e aging social media o business
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and an expansion
Reza Mohammadkazemi & Mohammad Falaha
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media o business de elopmen : an empi ical analysis o an loyal y and an expansion,
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2024, VoL. 11, no. 1, 2393739
Le e aging social media o business de elopmen : an empi ical
analysis o an loyal y and an expansion
eza Mohammadkazemia,b and Mohammad Falaha c
aFacul y o en ep eneu ship, uni e si y o eh an, eh an, i an; baalbo g uni e si y, aalbo g, Denma k; cschool o Ma ke ing
and Managemen , asia Paci ic uni e si y o echnology and inno a ion (aPu), echnology Pa k Malaysia, Kuala Lumpu ,
Malaysia
ABSTRACT
his s udy in es iga es he ole o social media in d i ing business de elopmen o
Danish p o essional oo ball clubs. i pa icula ly examines how social media engagemen
impac s an loyal y, an size, and o e all business g ow h. We employed s uc u al
equa ion modeling (seM) o analyze da a om a o al sample o 127 pa icipan s,
collec ed h ough ques ionnai es dis ibu ed o club di ec o s and ans ac oss Denma k.
he indings e eal ha social media an pages signi ican ly con ibu e o business
g ow h, wi h leading social media pla o ms playing a c ucial ole. speci ically, social
media engagemen enhances bo h an loyal y and an size, which di ec ly impac s he
o e all business de elopmen o oo ball clubs. heo e ically, his esea ch in oduces a
new model elucida ing how p emie social media pla o ms in luence an loyal y, an
size, and he o e a ching business de elopmen o oo ball clubs. i expands ou
unde s anding o b and loyal y and business g ow h wi hin he social media con ex .
P ac ically, i p o ides ac ionable insigh s o club s akeholde s on e ec i ely u ilizing
social media pla o ms o os e an loyal y, g ow hei an base, and achie e subs an ial
business g ow h. his s udy makes a no el con ibu ion o he academic li e a u e on
spo s club business de elopmen h ough social media. i o e s bo h heo e ical and
p ac ical insigh s in o e ec i e comme cial s a egies ha clubs can employ o le e age
social media engagemen , ma king a signi ican s ep o wa d in oo ball club comme cial
s a egy.
In oduc ion
he p oli e a ion o social media has e olu ionized many indus ies, including he wo ld o spo s. his
pape del es in o he impac o social media on he business de elopmen o oo ball clubs, wi h a
speci ic ocus on he Danish oo ball league. B and loyal y, o en pe cei ed as a key me ic o business
de elopmen , is in luenced signi ican ly by social media in e ac ions. howe e , o ully unde s and his
ela ionship, i is impe a i e o conside o he con ibu ing ac o s.
in explo ing his dynamic, we e e ence he s a egy implemen ed by li e pool Fc, no as an isola ed
case bu as an exempla o he b oade po en ial social media holds o oo ball clubs. his case unde -
sco es how e ec i ely le e aging social media pla o ms can enhance an engagemen and, subsequen ly,
business de elopmen . We will con ex ualize his wi hin he b oade spec um o social media’s impac
on spo s ma ke ing and an in e ac ion.
he choice o Denma k as ou esea ch se ing is no a bi a y. he Danish Foo ball league p esen s
a unique blend o passiona e an bases and p og essi e social media usage, making i an ideal con ex
o s udy he nuances o digi al an engagemen and i s e ec s on oo ball clubs’ business models.
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Mohammad Falaha Mohammad. alaha @apu.edu.my school o Ma ke ing and Managemen , asia Paci ic uni e si y o
echnology and inno a ion (aPu), echnology Pa k Malaysia, Buki Jalil, Kuala Lumpu , 57000, Malaysia.
h ps://doi.o g/10.1080/23311975.2024.2393739
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 8 May 2024
e ised 28 June 2024
accep ed 1 augus 2024
KEYWORDS
social media; business
de elopmen ; an
expansion; an loyal y;
oo ball club
SUBJECTS
Ma ke ing; ad e ising;
consume Beha io ;
in e na ional Ma ke ing;
in e ne /Digi al
Ma ke ing/e-Ma ke ing;
Ma ke ing
communica ions;
Ma ke ing Managemen ;
ela ionship Ma ke ing;
spo s De elopmen
2 . MOhaMMaDkaZeMi anD M. Falaha
he use o social media is pi o al in shaping he business de elopmen o Danish p o essional oo ball
clubs. his s udy del es in o how hese clubs le e age social media pla o ms like Facebook, wi e ,
ins ag am, and You ube, no only o widen hei an bases bu also o s eng hen eam loyal y. While
acknowledging he gene al signi icance o social media in business s a egies ac oss a ious indus ies,
as no ed by od iguez e al. (2012), we ocus speci ically on he unique landscape o spo s
o ganiza ions.
ecognizing b and loyal y as a co ne s one o business de elopmen (Qualman, 2010), we examine
he ole o social media in enhancing business de elopmen wi hin he con ex o oo ball clubs. his
is pa icula ly ele an gi en sio sou’s (2013) insigh s on p omo ional ini ia i es in spo s eams aimed
a nu u ing an in e es and pa icipa ion. he example o li e pool Foo ball club, analyzed by
Pa ganas and anagnos opoulos (2015), se es as a model o success ul social media s a egy in oo ball
clubs, showing how a cus ome -cen ic app oach can lead o subs an ial g ow h in in e na ional
ma ke s.
ecen s udies ha e unde sco ed he posi i e impac o digi al media on cus ome loyal y in spo s
con ex s, con i ming he need o ailo ed s a egies in spo s ma ke ing o op imize social media’s in lu-
ence (chelladu ai, 2013; Doyle e al., 2020). howe e , ou esea ch will no encompass he ‘da k side’ o
social media engagemen , as no ed by Payne and F ow (2017), as i alls ou side ou s udy’s scope.
While acknowledging he mul i ace ed na u e o social media, his s udy ocuses on i s posi i e
aspec s, pa icula ly in building and sus aining b and loyal y. he in oduc ion o da k aspec s o social
media, while ele an , alls ou side he scope o ou cu en esea ch. his s udy aims o in es iga e
how social media engagemen enhances an loyal y and an size, which in u n d i es he business
de elopmen o oo ball clubs. We d aw upon heo e ical amewo ks om p e ious esea ch, such as
lim e al. (2015), san os e al. (2019), and Yoshida e al. (2018), o de elop ou concep ual model and
hypo heses.
Li e a u e e iew
he in eg a ion o social media in business s a egies, pa icula ly o spo s o ganiza ions, has been a
ocal poin o con empo a y esea ch. he ini ial concep ualiza ion o social media as a business ool was
b oad, ocusing mainly on i s capaci y o enhance cus ome in e ac ion and b and exposu e
(Mohammadkazemi e al., 2020; P odano a & Van looy, 2019; odd & Ja algi, 2007). While he ole o
in o ma ion echnology and communica ion in as uc u e in global ma ke de elopmen has been
widely ecognized ( odd & Ja algi, 2007), he speci ic impac o social media on oo ball clubs’ business
g ow h demands a mo e nuanced examina ion. his e iew builds upon ounda ional s udies (lee e al.,
2016; P odano a & Van looy, 2019) and explo es h ee c i ical a eas: he ole o social media in business
de elopmen , he in luence o social media pla o ms on an loyal y, and he in luence o an loyal y on
business de elopmen .
Role o social media in business de elopmen
social media has become a pi o al elemen in mode n business s a egies, d i ing cus ome engage-
men , b and awa eness, and ul ima ely business g ow h. Pla o ms, such as Facebook, ins ag am, wi e ,
and You ube enable businesses o each a b oade audience, acili a e di ec communica ion, and build
s onge ela ionships wi h cus ome s (kaplan & haenlein, 2010). s udies ha e shown ha social media
ma ke ing signi ican ly enhances b and loyal y, cus ome sa is ac ion, and business pe o mance (aka
e al., 2015; casaló e al., 2010).
in spo s o ganiza ions, social media is used no only o ma ke ing bu also o an engagemen and
communi y building. By le e aging social media, spo s clubs can in e ac wi h ans in eal- ime, sha e
exclusi e con en , and c ea e a sense o belonging among suppo e s (Vale & Fe nandes, 2018). his
in e ac ion is c ucial o sus aining an in e es and pa icipa ion, which a e key d i e s o business de el-
opmen in spo s clubs ( sio sou, 2013). ecen s udies highligh he po en ial o social media om a
mul i-pla o m pe spec i e, unde sco ing i s ole in connec ing wi h ans in he digi al age (F ied &
Mumcu, 2017; hull & abeza, 2021; ome o-Ja a e al., 2023).
cOgen Business & ManageMen 3
In luence o social media pla o ms on an loyal y
Fan loyal y is a c i ical me ic o he success o spo s o ganiza ions. social media pla o ms play a sig-
ni ican ole in os e ing his loyal y by p o iding ans wi h a di ec line o communica ion wi h hei
a o i e eams and playe s. s udies ha e highligh ed he e ec i eness o pla o ms like Facebook and
wi e in building a loyal an base (Doyle e al., 2020; Vale & Fe nandes, 2018).
social media engagemen enhances an loyal y by allowing ans o in e ac wi h con en , pa icipa e
in discussions, and eel a pa o he eam’s communi y. esea ch indica es ha social media ac i i ies,
such as liking, sha ing, and commen ing on pos s, con ibu e o a an’s emo ional and psychological
connec ion o he eam, hus inc easing a i udinal and beha io al loyal y (gladden & Funk, 2001; iwasaki
& ha i z, 2004).
In luence o an loyal y on business de elopmen
he ela ionship be ween an loyal y and business de elopmen is well-documen ed in he li e a u e. loyal
ans a e mo e likely o a end games, pu chase me chandise, and engage in o he e enue-gene a ing ac i -
i ies, which di ec ly con ibu e o he inancial success o spo s clubs (Mahony e al., 2000; Wu e al., 2012).
Fan loyal y also leads o posi i e wo d-o -mou h and ad ocacy, a ac ing new ans and expanding
he club’s each. his expansion is c ucial o business de elopmen , as a la ge and mo e engaged an
base ansla es in o highe icke sales, sponso ship deals, and o e all e enue (Oli e , 1999; Yun e al.,
2020). Mo eo e , loyal ans p o ide aluable eedback and insigh s ha can help clubs imp o e hei
o e ings and be e ca e o hei audience, u he d i ing business g ow h.
ecognizing he po en ial endogenei y be ween social media engagemen and an loyal y, ou con-
cep ual model del es in o he ela ionship whe e bo h elemen s can in luence each o he . his app oach
allows us o in es iga e he possibili y o e e se causali y and how an loyal y migh in u n shape a
club’s social media s a egies.
Concep ual amewo k and hypo heses de elopmen
Based on he li e a u e e iew, we de eloped a concep ual model o examine he ela ionships be ween
social media engagemen , an loyal y, an size, and business de elopmen . he model hypo hesizes he
ollowing ela ionships:
H1: social media engagemen on Facebook posi i ely impac s he business de elopmen o oo ball clubs.
H2: social media engagemen on Facebook posi i ely impac s an loyal y.
H3: social media engagemen on Facebook posi i ely impac s an size.
H4: social media engagemen on ins ag am posi i ely impac s he business de elopmen o oo ball clubs.
H5: social media engagemen on ins ag am posi i ely impac s an loyal y.
H6: social media engagemen on ins ag am posi i ely impac s an size.
H7: social media engagemen on wi e posi i ely impac s he business de elopmen o oo ball clubs.
H8: social media engagemen on wi e posi i ely impac s an loyal y.
H9: social media engagemen on wi e posi i ely impac s an size.
H10: social media engagemen on You ube posi i ely impac s he business de elopmen o oo ball clubs.
H11: social media engagemen on You ube posi i ely impac s an loyal y.
H12: social media engagemen on You ube posi i ely impac s an size.
H13: Fan loyal y posi i ely impac s he business de elopmen o oo ball clubs.
H14: Fan size posi i ely impac s he business de elopmen o oo ball clubs.
4 . MOhaMMaDkaZeMi anD M. Falaha
hese hypo heses build upon he exis ing li e a u e, aiming o ill gaps in unde s anding he speci ic
mechanisms h ough which social media impac s he business de elopmen o oo ball clubs ( e e o
Figu e 1).
Resea ch me hod
he pu pose o his esea ch is o in es iga e he impac o social media on he business de elopmen
o oo ball clubs. his will be achie ed by analyzing he loyal y o ans and he numbe o ans who
engage wi h he eams on a ious social media pla o ms including Facebook, wi e , ins ag am, and
You ube. gi en he p ac ical applica ions o his s udy in he con ex o oo ball club business de elop-
men , i is conside ed applied esea ch. he esea ch me hodology is quan i a i e and desc ip i e, using
a co ela ional app oach wi h a iance-co a iance ma ix analysis. he s udy’s s a is ical popula ion
ocuses on oo ball club ans and di ec o s in Denma k, wi h a s a is ical sample selec ed using he
coch an Fo mula.
Da a collec ion
Da a o his s udy was collec ed h ough an online ques ionnai e a ge ing oo ball ans in Denma k.
he use o an online su ey allowed us o each a di e se and geog aphically dispe sed sample, ensu ing
a wide ep esen a ion o he an base. he ques ionnai e was dis ibu ed h ough a ious channels,
including social media pla o ms (Facebook, wi e , ins ag am), email newsle e s, and o icial club web-
si es. his mul i-channel app oach helped maximize pa icipa ion and ensu e a ep esen a i e sample.
he ques ionnai e, adap ed om aka e al. (2015) and ga gone (2011), assesses an mo i es and club
engagemen ac oss a b oad age ange and educa ional le els. a o al sample o 127 esponses we e
ecei ed, aged be ween 10 and 70, wi h educa ional le els anging om high school o ad anced
deg ees. he age ange was in en ionally b oad o cap u e he di e se demog aphic o oo ball ans and
ensu e ha he s udy e lec s he engagemen pa e ns ac oss di e en age g oups. including a wide age
ange helps us unde s and how social media engagemen may a y among di e en age coho s and i s
impac on an loyal y and business de elopmen .
Inclusion and exclusion c i e ia
inclusion c i e ia o he s udy we e as ollows: (1) pa icipan s mus be ac i e ans o he oo ball clubs
included in he s udy, (2) pa icipan s mus ha e an ac i e social media accoun and ollow he club on
a leas one pla o m, and (3) pa icipan s mus be aged be ween 10 and 70 yea s o ensu e a b oad
ep esen a ion o he an base.
Figu e 1. Concep ual model.
cOgen Business & ManageMen 5
Rep esen a i eness o he sample
he ep esen a i eness o he sample was ensu ed by compa ing he demog aphic cha ac e is ics o he
esponden s wi h he gene al an base o he clubs conside ed in he s udy. Demog aphic da a, such as
age, gende , and educa ional backg ound, we e collec ed and analyzed o ensu e hey ma ched he
demog aphic p o ile o he clubs’ an base. his compa ison con i med ha he sample was ep esen a-
i e o he b oade an popula ion, p o iding con idence ha he indings can be gene alized o he
en i e an base.
Measu emen scales
Business de elopmen
he scale o measu ing business de elopmen was designed o cap u e a ious aspec s o how social
media in luences he g ow h and comme cial success o oo ball clubs. his scale includes i ems ha
assess ac o s, such as inc eased icke sales, me chandise e enue, sponso ship deals, and o e all inan-
cial pe o mance. he i ems we e measu ed on a like scale anging om 1 (s ongly disag ee) o 7
(s ongly ag ee).
Fan loyal y
Fan loyal y was measu ed using a scale ha cap u es bo h a i udinal loyal y (psychological commi men
o a eam) and beha io al loyal y (ac ions ela ed o consump ion and b and loyal y). his scale was
adap ed om gladden and Funk (2001) and iwasaki and ha i z (2004). he i ems we e also measu ed on
a like scale anging om 1 (s ongly disag ee) o 7 (s ongly ag ee).
Fan size
Fan size was measu ed by assessing he numbe o ans who ac i ely engage wi h he eam on social
media pla o ms. his scale includes i ems, such as he numbe o ollowe s on he club’s social media
pages, he le el o in e ac ion (likes, commen s, sha es) on he club’s pos s, and he g ow h a e o he
club’s social media ollowe s o e ime.
hese scales we e alida ed h ough a pilo es , ensu ing bo h eliabili y and alidi y. he c onbach’s
alpha o all scales was abo e he 0.7 h eshold, indica ing good in e nal consis ency. addi ionally, ac-
o analysis con i med he cons uc s’ alidi y, wi h all i ems loading signi ican ly on hei espec i e
ac o s.
Demog aphic in o ma ion
he sample consis ed o 127 pa icipan s, wi h he majo i y being male (82%) and aged be ween 20 and
30 yea s (75%). Mos pa icipan s we e single (46%) and held an unde g adua e deg ee (32%).
Analysis and indings
Ou analysis un olded in wo phases. ini ially, we examined demog aphic da a om pa icipan s summa-
ized in able 1. his demog aphic b eakdown, including gende , age, ma i al s a us, and educa ional
le el, p o ided a ounda ional unde s anding o ou sample popula ion.
in he second phase, we employed he Pa ial leas squa es Me hod (Pls), adhe ing o hai e al.
(2012)’s ecommenda ions o bo h in e nal and ex e nal model assessmen s. able 2 ou lines he eliabil-
i y and alidi y indexes, showing ha each i em’s ac o loading su passes he 0.4 h eshold, indica ing
s ong i em eliabili y. cons uc s’ c onbach’s alpha alues exceed he 0.6 minimum (Moss e al., 1998),
and composi e eliabili y o all cons uc s is abo e 0.707, a i ming cons uc eliabili y.
We e alua ed con e gen alidi y using he a e age Va iance ex ac ed (aVe) index, wi h all cons uc s
mee ing chin (1998)’s minimum h eshold o 0.5. Disc iminan alidi y, assessed by compa ing he squa e
oo o aVe o each cons uc agains i s co ela ion wi h o he a iables, is con i med in able 3.
6 . MOhaMMaDkaZeMi anD M. Falaha
Ou s uc u al model analysis and hypo hesis es ing esul s a e p esen ed in able 4. a signi ican
inding was he conside able impac o Facebook club an pages on business de elopmen and an num-
be s. ins ag am eme ged as in luen ial o bo h business de elopmen and eam loyal y, as well as an
numbe s. wi e no ably a ec ed eam loyal y, while You ube had a subs an ial impac on business
de elopmen , eam loyal y, and an numbe s.
Table 1. Demog aphic in o ma ion.
F equency Pe cen
gende Male 104 81.9
Female 23 18.1
o al 127 100
age 10–20 4 3.1
20–30 95 74.8
30–40 16 12.6
40–50 11 8.7
60–70 1 0.8
o al 127 100
Ma i al s a us Ma ied 26 20.5
single 58 45.7
o he 43 33.9
o al 127 100
educa ion le el High school 18 14.2
some college 10 7.9
unde g adua e deg ee 41 32.3
Mas e ’s deg ee 36 28.3
ad anced deg ee (M.D. o Ph.D.) 22 17.3
o al 127 100
Table 2. Fac o loadings, eliabili y, and alidi y indexes o i ems and cons uc s.
Cons uc i em Fac o loading C onbach’s alpha Composi e eliabili y aVe
Facebook FB1 0.859 0.863 0.902 0.649
FB2 0.797
FB3 0.808
FB4 0.858
FB5 0.695
wi e w1 0.933 0.958 0.967 0.856
w2 0.960
w3 0.910
w4 0.918
w5 0.905
ins ag am ins1 0.918 0.964 0.972 0.874
ins2 0.912
ins3 0.933
ins4 0.938
ins5 0.973
You ube Y 1 0.779 0.929 0.947 0.783
Y 2 0.825
Y 3 0.940
Y 4 0.942
Y 5 0.926
Loyal y o ans LYL 1 0.937 0.928 0.946 0.748
LYL 2 0.923
LYL 3 0.944
LYL 4 0.929
LYL 5 0.744
LYL 6 0.670
numbe o ans numg 1 0.818 0.927 0.949 0.824
numg 2 0.951
numg 3 0.929
numg 4 0.927
Business de elopmen o
club
De 1 0.799 0.962 0.967 0.746
De 10 0.920
De 2 0.836
De 3 0.899
De 4 0.855
De 5 0.922
De 6 0.890
De 7 0.882
De 8 0.861
De 9 0.762
cOgen Business & ManageMen 7
he demog aphic analysis e ealed ha 82% o esponden s we e male and 75% we e aged 20–30 yea s.
addi ionally, 46% we e single, and 32% had unde g adua e educa ion. hese demog aphics p o ide con-
ex o unde s anding he social media engagemen pa e ns obse ed in ou s udy.
Discussion
he eme gence o social media has b ough abou a signi ican ans o ma ion in he spo s indus y.
Pla o ms, such as Facebook, wi e , ins ag am, and You ube ha e enabled spo s businesses o commu-
nica e wi h millions o use s and p omo e hei b ands e ec i ely. he esea ch p esen ed in his pape
aimed o in es iga e he impac o social media on he business de elopmen o oo ball clubs.
he indings o his s udy demons a e ha Facebook, ins ag am, and You ube ha e a signi ican
posi i e impac on he business de elopmen o oo ball clubs, while Facebook, ins ag am, and wi e
signi ican ly impac an loyal y. he esul s also e ealed ha he numbe o ans has a signi ican
posi i e ela ionship wi h he business de elopmen o oo ball clubs. hese indings a e consis en
wi h ea lie s udies ha es ablished he c ucial ole o social media in he oo ball indus y and how
i posi i ely in luences b and loyal y and business de elopmen (casaló e al., 2010; De V ies e al.,
2012; Filo e al., 2015; ka da as e al., 2003; Mcca hy e al., 2014; Mohammadkazemi, 2015;
Wysocki, 2012).
Ou esea ch is a aluable con ibu ion o he exis ing li e a u e on spo s club business de elopmen
h ough social media ac i i ies. he s udy’s heo e ical implica ions a e signi ican , as we de eloped a
new model ha demons a es he posi i e impac o a ious social media pla o ms on an loyal y, he
numbe o ans, and he o e all business de elopmen o oo ball clubs. By es ing ou model on some
o he op social media spo s club an pages wi hin he con ex o oo ball clubs in Denma k, we we e
able o demons a e ha social media ac i i ies can signi ican ly enhance business pe o mance and
business de elopmen .
Table 3. Disc iminan alidi y o cons uc s.
Business
de elopmen Facebook ins ag am
Loyal y o
ans
numbe o
ans wi e You ube
Business de elopmen
o club
0.864
Facebook 0.568 0.806
ins ag am 0.441 0.759 0.935
Loyal y o ans 0.632 0.731 0.861 0.865
numbe o ans 0.884 0.577 0.484 0.712 0.900
wi e 0.387 0.787 0.877 0.804 0.503 0.900
You ube 0.594 0.769 0.747 0.774 0.612 0.677 0.885
Table 4. s uc u al model analysis.
Hypo hesis Desc ip ions γ -Value Decision
1Facebook = > Business
de elopmen o club
0.199 2.289 suppo ed
2Facebook = > Fans loyal y −0.011 0.099 no suppo ed
3Facebook = > Fans size 0.226 2.280 suppo ed
4ins ag am = > Business
de elopmen o club
−0.157 2.107 suppo ed
5ins ag am = > Fans loyal y 0.484 6.624 suppo ed
6ins ag am = > Fans size −0.181 2.048 suppo ed
7X( wi e ) = > Business
de elopmen o club
0.155 1.794 no suppo ed
8X( wi e ) = > Fans loyal y 0.191 3.116 suppo ed
9X( wi e ) = > Fans size 0.175 1.815 no suppo ed
10 You ube = > Business
de elopmen o club
0.402 3.732 suppo ed
11 You ube = > Fans loyal y 0.292 3.880 suppo ed
12 You ube = > Fans size 0.455 3.887 suppo ed
13 Fans loyal y = > Business
de elopmen o club
0.004 0.108 no suppo ed
14 Fans size = > Business
de elopmen o club
0.881 25.022 suppo ed
