Understanding the Use of Social Media for Fans in Sport Marketing: The Case of Morocco

Sports Marketing is a growing sector nowadays, especially social media which allows us to do things differently. In this thesis, we try to provide the necessary tools for marketers to market on social media using a team fan page through the understanding of the behavior of Moroccan fans and determining the factors that play a role in the attitude that fans may have toward a team page and the drivers that lead to team page engagement, loyalty, word of mouth and purchase. That will allow us to know the impact that social media may have on sports marketing and maybe open an eye for a better understanding of sport marketing.