The Impact of Social Media Marketing on Football – Fan Loyalty

This study aims to determine the practical social media marketing activities to grow the loyalty of football club fans in Indonesia. Furthermore, this study analyzes social media marketing activities and what characteristics in social media marketing activities that can significantly increase fan loyalty. The benefit of this research is to find an appropriate and effective model of social media marketing activity for a football club to maintain and even increase the loyalty of its fans to the club. This study uses a qualitative approach, where the data obtained from the questionnaire is then processed through multiple linear regression analysis, so it can be concluded that the influence of social media on the loyalty of football club fans. This study found that social media marketing activities consist of four characteristics: entertainment, engagement, trendiness, and customization have a positive influence on fan loyalty. In addition, it was also found that social media marketing activities with engagement characteristics were the activities with the most substantial positive influence on significantly increasing fan loyalty.