Exploring the influence of Social Media Engagement on Brand Loyalty: A Five-Season Analysis of La Liga Football Clubs
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The present study examines social media engagement of La Liga's top football clubs from 2017–2022, colleting data throughout specific formulas. The results indicates differences across all seasons, specifically on Instagram (F = 5,49, p = 0,01*, η2 = 0,26). A moderate positive correlation exists between total of follows and total of posts from 2019–2020 in ahead (p < 0,05 in all cases), as well as engagement and posts on Instagram and YouTube from 2019–2020 in ahead (p < 0,05 in both cases). A multiple regression analysis revealed significant effects (R²= 0,39) between follows and total of posts. The association between total followers and engagement on Instagram (r = 0,85), Facebook (R²=0,95), X (R²=0,96), and YouTube (R²=0,38) also revealed significant effects, and between engagement and number of posts across the different social networks - Instagram (R²=0,51), Facebook (R² =0,24), X (R² =0,35), and YouTube (R²=0,32)-. Clubs that consistently posted content experienced a notable increase in engagement metrics, strengthening brand loyalty.
