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EMAC 2023 Annual

Sponsorship-linked Marketing: The impact on consumers’ engagement with sponsors’ social media

Published: May 24, 2023


Konstantinos Koronios, University of Peloponnese; Lazaros Ntasis, Univeristy of Peloponnese; Panagiotis Dimitropoulos, University of Peloponnese - Sport Management Department; Maria Tsironi, University of Peloponnese


Social media have emerged as a significant factor in the sport sponsorship context, providing firms with an effective tool to increase customer engagement. Notwithstanding this potentiality, the degree to which sponsorship agreements can provoke individuals’ engagement to sponsors’ social media accounts is unclear. Thus, the purpose of this study was to examine the factors influencing awareness of and attitude toward sponsoring firms and its subsequent effect on individuals’ engagement with sponsors’ social media accounts. A total of 6,442 questionnaires from among Greek spectators of FIBA Eurobasket 2022 tournament were successfully completed and analyzed by SPSS and AMOS. According to the results, factors such as individuals’ degree of involvement with sport, their engagement with social media, the familiarity of sponsoring brand, as well as team’s performance were found to have a significant effect on consumers’ engagement with sponsors’ social media accounts.