The impact of e-word-of-mouth, engagement and brand image on soccer fans' intention to purchase football tickets

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dc.contributor.authorNhlabathi, Mthobisi Patric
dc.date.accessioned2018-02-09T09:48:18Z
dc.date.available2018-02-09T09:48:18Z
dc.date.issued2016
dc.descriptionA research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing, Johannesburg, 2016en_ZA
dc.description.abstractThis study was conducted with the aim of investigating the influence electronic word of mouth (e-WOM) engagement and brand image have on purchase intention. The study was based on understanding factors influencing football fans’ consumption behaviour in relation to sports, specifically football. The study involved different aspects, including the impact of social media and branding on consumer behaviour. The literature consulted assisted with conceptual model and hypotheses development, around which the study was centred. Data for this study was collected from 260 Orlando Pirates FC fans at the Sebokeng branch, where participants were all supporters of the football club which was the subject of the study. Data was collected through a self-administered survey. Using the SPSS 22 and AMOS 22 packages to analyses the data, all the hypotheses were confirmed at 99% confidence level. E-WOM proved to be the most influential factor on fans’ consumer behaviour towards purchase intention while engagement showed the least. The conclusion and recommendation section was informed by the results following the data analyses. Recommendations which emanated from the findings were split between marketing practitioners and academic researchers. Maintaining a positive brand perception proved to be beneficial for brands based on the outcomes of the study. The outcomes also proved that the participant ranked engagement on the club’s Facebook page as the lowest factor t influence their consumer behaviour. As there are few studies on fans’ consumption behaviour in the sports environment, let alone football in South Africa, it would be interesting to see more studies done in this field in future.en_ZA
dc.description.librarianGR2018en_ZA
dc.format.extentOnline resource (viii, 131 leaves)
dc.identifier.citationNhlabathi, Mthobisi Patric (2016) The impact of e-word-of-mouth, engagement and image on soccer fans' intention to purchase football tickets, University of the Witwatersrand, Johannesburg, <https://hdl.handle.net/10539/23836>
dc.identifier.urihttps://hdl.handle.net/10539/23836
dc.language.isoenen_ZA
dc.subject.lcshConsumer behavior--South Africa
dc.subject.lcshWord-of-mouth advertising--South Africa
dc.subject.lcshSocial media--South Africa
dc.subject.lcshBrand choice--South Africa
dc.subject.lcshSoccer--South Africa
dc.titleThe impact of e-word-of-mouth, engagement and brand image on soccer fans' intention to purchase football ticketsen_ZA
dc.typeThesisen_ZA
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