Repozytorium publikacji - Politechnika Gdańska

The authenticity in social media is one of the crucial factors of brands success. In the era of fake news, illusions, manipulations or other artificial attributes of the virtuality and reality today it is a real source of value. The presented study aims to verify how football club and football players’ brands’ authenticity influence attitudinal loyalty in social media. Findings proved that the authenticity is something social media users appreciate. The more authentic football’s brands are the higher level of attitudinal loyalty towards general football as sports category is observed. The football brands authenticity is important for the whole football industry success. Scientific implications suggest that club and football players relations are more complex and require deeper theoretical studies to present the full picture of brands' authenticity relations in social media.

Autorzy

• mgr inż. Agnieszka Firgolska link otwiera się w nowej karcie ,
• dr hab. inż. Wioleta Kucharska link otwiera się w nowej karcie