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

  • Noha El-BassiounyEmail author
  • Sara Hamed
  • Hadeer Hammad
  • Hagar Adib
  • Nesma Ammar
Chapter
Part of the Contributions to Management Science book series (MANAGEMENT SC.)

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.

Keywords

Online brand communities C2C interactions Social media Sports brand development Athlete brand image Mo Salah 

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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Noha El-Bassiouny
    • 1
    Email author
  • Sara Hamed
    • 1
  • Hadeer Hammad
    • 1
  • Hagar Adib
    • 1
  • Nesma Ammar
    • 1
  1. 1.German University in CairoNew Cairo CityEgypt

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