How experiential marketing uses technology to increase customer engagement in retail stores?

Abstract

This study is aimed to explain the real function of social media and relationship marketing in the field of sports and try to explain how they help create long-term relationships with fans in the context of the professional sports industry. Also, this study will examine the possibility that clubs could combine relationship marketing theory with social media and try to explain how the combination of social media and relationship marketing can affect fans behavior. Four variables of relationship marketing which connected to the relationship quality are as follows: Trust, Commitment, Shared Value and Love. This study uses the quantitative method with the questionnaire for data collecting and correlation test for data testing. Based on the result of the data analysis, it shows that trust and shared value will positively affect the relationship quality between the club and its fans, but commitment will somehow negatively and slightly affect the relationship and love did not show a distinct link with relationship quality. Accordingly, Specific consumer behaviors will be positively stimulated by relationship quality and social media.