The Influence of Facebook Engagement on Relationship Quality and Consumer Behavior in the National Basketball Association

ABSTRACT

This study investigated the relationships between fans' engagement with their favorite teams'  Facebook pages, relationship quality with their favorite team, and purchase and referral intentions using relationship marketing as a framework. Results indicated that individuals who engaged more on Facebook also had greater relationship quality. Additionally, a higher level of engagement with teams' Facebook pages had a significant, positive impact on purchase intentions. The indirect effects of Facebook engagement on purchase and referral intentions as mediated by relationship quality were significant and positive. In summary, Facebook engagement had a positive impact on fans' relationship quality and purchase and referral intentions.

KEYWORDS:

• Facebook
• National Basketball Association
• social media marketing
• sport