The football clubs' brand image: Fans' sports consumption motivations in the UK and the role of online behavioural engagement

Social media, an integral part of communication and marketing strategies for football clubs, plays a vital role in communicating with fans and strengthening the brand image of football clubs. The research is conducted within the uses and gratifications approach framework, focusing on the active user paradigm in the digital age. The thesis aims to reveal the relationships between sports motivations, online behavioural engagement, and brand image on X, an online environment where many elements of football are present and a strong sense of loyalty and community among fans, using structural equation modelling. The results of testing the research model revealed that team identification, interest in football players, and entertainment, which are sports consumption motivations, positively impact brand image. It was found that consuming engagement mediated the effect of team identification and social interaction motivations on brand image. It has been observed that consuming engagement mediates the effect of team identification and social interaction on contributing-creating engagement. Additionally, when the effect of sports consumption motivations on online behavioural engagement was examined, it was found that social interaction, interest in football players, and team identification motivations positively affected contributing-creating engagement. It was also found that team identification and social interaction motivation positively affected consumption engagement. In conclusion, X is a powerful platform for football clubs to strengthen their brand image by providing communication and behavioural engagement with their fans. Understanding the sports consumption motivations of fans will help football clubs align their activities and brand strategies with their fans' motivations and preferences.