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Fan engagement on select social media platforms: A study of the Indian Premier League
Journal of Cultural Marketing Strategy,
6
(2),
176-186
(2022)
Abstract
In recent years, the Indian Premier League (IPL) — one of the biggest sporting competitions in India — has enjoyed significant growth in fan engagement across multiple social media platforms. As audience engagement is a vital metric for measuring the success of any venture or event, this paper investigates in more detail how this has manifest across select social media channels, namely Facebook, Twitter, Instagram and YouTube. With a focus on the period from 2018 to 2020, the study identifies a significant increase in the number of cricket fans following IPL teams on social media and engaging with them via likes, shares and comments. Such an increase in engagement not only creates more opportunities for IPL franchises but also for other stakeholders, such as team supporters and sponsors.
Keywords: fan engagement; Indian Premier League; social media; cricket; Facebook
The full article is available to subscribers to the journal.
Author's Biography
Avtar Singh is an Assistant Professor of Marketing at the Mittal School of Business. His research interests lie in the area of sports marketing, social media marketing and sports sponsorships. His research also explores the commercialisation of university research and global research and development. He brings over ten years of industry and academic experience to his research and classroom sessions.
Rahul Sharma is an Assistant Professor of Marketing at the Mittal School of Business, where he specialises in digital media strategy. For more than 13 years he has been providing learning opportunities for advanced-level postgraduate students.
