This research takes a psychological approach to measuring social media engagement in sport by applying the consumer brand engagement (CBE) in social media scale. We collected two samples to evaluate the psycho- metric properties of the CBE scale in a professional sport team context. After finding the CBE scale reliable and valid in both samples, we explored its impact on relationship quality, purchase intentions, and referral intentions. We found that an increase in CBE leads to an increase in relationship quality and subsequent purchase and referral intentions. After testing an...Read more
