The Impact of Digital Marketing Strategies on Fan Engagement in Sports Organizations

One of the most crucial components of a company's long-term strategy is the transformation of digital marketing. To support their preferred sports teams, sports fans take part in a variety of actions. Companies that formally support these sports teams are eager to draw in and establish connections with these fan clubs. The study's goal is to assess how digital marketing strategies affect sports organizations' fan engagement. This study also looks at how fan knowledge influences the association between fan engagement and digital marketing tactics. An online poll aimed at Indian cricket enthusiasts was used to collect data for this investigation. The survey was disseminated across several platforms, including weekly emails, official team web pages, and social media platforms like Facebook, Instagram, and Twitter. The study performed regression and mediation analysis to test the hypothesis. The result of the study indicates that Social Media Marketing, Email Marketing, Content Marketing, and Search Engine Advertising significantly play a direct role in fan engagement in sports organizations. However, the fan's knowledge sharing moderates effects associated with Search Engine Advertising, Content Marketing, Email Marketing, and but not with Social Media Marketing. In general, business marketers benefit from this study. Regarding the four facets of digital marketing strategies, digital channel managers are specifically aware of their main areas of strength. To increase fan satisfaction and the resulting purchase intents, they structure their plans for decision-making accordingly. It offers guidance for the future implementation of particular marketing tactics.