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Online C2C Interactions with Sports Brands: Insights from the #Mo Salah Brand

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Sport Entrepreneurship and Public Policy

Part of the book series: Contributions to Management Science ((MANAGEMENT SC.))

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Abstract

Online customer-to-customer interactions with sports brands on social media are gaining momentum in recent years. The salience of online brand communities in influencing sport spectators’ attitudinal dispositions warrants further investigation into the phenomenon of sports and athlete brand development. The Mo Salah brand has been emerging as an iconic athlete brand in both popular offline and online/social media. Based on the brand’s resonance online, which is a reflection of high brand equity, this research aims at exploring the cognitive, affective, and conative attitudes of football fans affiliated with the Mo Salah brand and extrapolating on the image of the brand in terms of athletic performance, attractive appearance, and marketable lifestyle as an extension to the work of Arai, Ko, and Ross (Sport Management Review 17:97–106, 2014). The research utilizes qualitative methods; particularly netnography and content analysis of online communications on social media for the #Mo Salah brand.

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Authors and Affiliations

  1. German University in Cairo, New Cairo City, Egypt

    Noha El-Bassiouny, Sara Hamed, Hadeer Hammad, Hagar Adib & Nesma Ammar

Authors
  1. Noha El-Bassiouny
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  2. Sara Hamed
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  3. Hadeer Hammad
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  4. Hagar Adib
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  5. Nesma Ammar
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Correspondence to Noha El-Bassiouny .

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Editors and Affiliations

  1. Department of Entrepreneurship, Innovation and Marketing, La Trobe University, Melbourne, Victoria, Australia

    Vanessa Ratten

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El-Bassiouny, N., Hamed, S., Hammad, H., Adib, H., Ammar, N. (2020). Online C2C Interactions with Sports Brands: Insights from the #Mo Salah Brand. In: Ratten, V. (eds) Sport Entrepreneurship and Public Policy. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-030-29458-8_8

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