The publication "Motives to engage with sports brands on Facebook and Instagram – the case of a Portuguese football club" in the International Journal of Sports Marketing and Sponsorship is not recent, but it has now been announced that it is among the most cited articles in the journal. 

The work, signed by Carla Martins, Joana César Machado and Susana Costa e Silva, professors at Católica Porto Business School and researchers at CEGE – Research Centre in Management and Economics at the School, also includes the participation of Frederico Correia Ferreira, alumnus of the School, and Paulo Alexandre Duarte, from the University of Beira Interior. 

At the time of publication, there was still little research proving the real value of connection and engagement on social media for football brands. This study filled that gap, offering solid evidence that has served as a reference for both academics and professionals in the sector. 

The analysis of the motivations that lead fans to interact with their favourite football brands on Facebook and Instagram proved useful for researchers and professionals in the field. As a result, it has become one of the most cited sources in the field, helping managers and experts to design more effective sports marketing actions. 

Founded in 2003, CEGE – Research Centre in Management and Economics is one of the pillars of academic research at Católica Porto Business School. In two decades, it has established itself as a centre of excellence, combining scientific rigour with practical impact in the areas of management and economics, with a special focus on the fields of Markets and Policies, Service Management and Performance, and Ethics and Sustainability. 

Read the full article here: Motives to engage with sports brands on Facebook and Instagram – the case of a Portuguese football club