Social Identity Dimensions as Drivers of Consumer Engagement in Social Media Sports Club

Consumer engagement is defined as a multidimensional concept in this study via the identification of members sports club social network and consumer with brand on networks. Hence, focuses clubs that engage their customers through media. The purpose paper to provide conceptual theoretical understanding engagement, particularly among teams employ interactive platforms establish relationships customers. Furthermore, order better comprehend interaction between brand, research approaches customer consisted two distinct constructs. separated from brand. Research results point out club’s are positively related engagement. value creation process enhanced if sport separately different dimensions networks club.