Social network sites are key marketing tools that allow brands to connect and engage with consumers. However, there is still a lack of evidence of their value for football brands. This research aims to understand the motivations for fans to engage with their favourite football brands on Facebook and Instagram.,An online survey was performed, resulting in 214 valid responses. As the social media strategy followed by the football brand analysed was built around games, the authors divided fans into two groups based on the main method in which the club's games are watched: in stadium versus mediated. Multiple linear regression analysis was used to explore the relationship between motivations and fans' engagement, through content consumption and contribution, on Facebook and Instagram. Analysis was performed first with the whole sample and then by group (stadium attendance vs mediated attendance fans).,The findings show that social influence, entertainment, searching for information and rewards are the most relevant motivations for consumers to engage with brand-related content on Facebook. Entertainment, rewards and social influence are the main motivations influencing consumer interactions on Instagram. Group moderation was only confirmed in the impact of social influence on Facebook page content consumption.,The results provide valuable insights into the social media marketing activities of sports brands, which will assist brand managers to develop strategies for effectively stimulating engagement with the different groups of fans.

中文翻译：

---

与Facebook和Instagram上的体育品牌互动的动机—以葡萄牙足球俱乐部为例

社交网站是允许品牌与消费者建立联系并与消费者互动的关键营销工具。但是，仍然缺乏证据表明它们对足球品牌具有价值。这项研究旨在了解球迷在Facebook和Instagram上与自己喜欢的足球品牌互动的动机。进行了一项在线调查，结果得到214次有效回答。由于分析足球品牌所遵循的社交媒体策略是围绕游戏进行的，因此，作者根据观看俱乐部比赛的主要方法将球迷分为两组：在体育场还是在媒介。多元线性回归分析用于通过在Facebook和Instagram上的内容消费和贡献来探索动机与粉丝参与之间的关系。首先对整个样本进行了分析，然后按组进行了分析（体育场出勤率与中介出勤率的爱好者）。研究结果表明，社会影响力，娱乐性，搜索信息和奖励是消费者参与与品牌相关的内容最相关的动机在脸书上。娱乐，奖励和社会影响力是影响Instagram上消费者互动的主要动机。仅在社会影响力对Facebook页面内容消费的影响中证实了群体节制。结果为体育品牌的社交媒体营销活动提供了宝贵的见解，这将有助于品牌经理制定有效刺激与不同品牌群体互动的策略。粉丝。研究结果表明，社交影响力，娱乐，搜索信息和奖励是消费者与Facebook上与品牌相关的内容进行互动的最相关动机。娱乐，奖励和社会影响力是影响Instagram上消费者互动的主要动机。仅在社会影响力对Facebook页面内容消费的影响中证实了群体节制。结果为体育品牌的社交媒体营销活动提供了宝贵的见解，这将有助于品牌经理制定有效刺激与不同品牌群体互动的策略。粉丝。研究结果表明，社交影响力，娱乐，搜索信息和奖励是消费者与Facebook上与品牌相关的内容进行互动的最相关动机。娱乐，奖励和社会影响力是影响Instagram上消费者互动的主要动机。仅在社会影响力对Facebook页面内容消费的影响中证实了群体节制。结果为体育品牌的社交媒体营销活动提供了宝贵的见解，这将有助于品牌经理制定有效刺激与不同品牌群体互动的策略。粉丝。奖励和社会影响力是影响Instagram上消费者互动的主要动机。仅在社会影响力对Facebook页面内容消费的影响中证实了群体节制。结果为体育品牌的社交媒体营销活动提供了宝贵的见解，这将有助于品牌经理制定有效刺激与不同品牌群体互动的策略。粉丝。奖励和社会影响力是影响Instagram上消费者互动的主要动机。仅在社会影响力对Facebook页面内容消费的影响中证实了群体节制。结果为体育品牌的社交媒体营销活动提供了宝贵的见解，这将有助于品牌经理制定有效刺激与不同品牌群体互动的策略。粉丝。