The Influence of Consumer Motivation on Engagement with Sports Club Social Media: An Intrinsic and Extrinsic Analysis

Abstract

Understanding the motivations behind consumer engagement on sports club social media can help clubs and marketers tailor their strategies to better connect with fans, fostering deeper loyalty and more meaningful interactions. By identifying what drives fans to engage—whether it is a genuine love for the brand or the pursuit of rewards—clubs can create more targeted content that not only boosts engagement but also strengthens the overall fan experience and community.

Keywords

• intrinsic and extrinsic motivations
• social media engagement
• sports clubs
• m31
• l83
• z20