The Effects of Social Media on Consumer Engagement in Chinese Women’s Football
DOI:
https://doi.org/10.54691/bcpbm.v20i.942Keywords:
SWOT; Social Media Effect; Women’s Football; Consumer Engagement.Abstract
As the Chinese women’s national football team won the women’s Asian Cup in 2022, it attracted people’s attention back to Chinese women’s football. However, this attention did not last long. Insufficient attention has always been a challenge for Chinese women’s football, especially from a marketing perspective. This study aimed to explore how the social media promotion of the Chinese Women’s Super League (CWSL) impacts consumer engagement. This paper applied the theory based on several literature reviews on the social media effect as an influential factor in consumer engagement. SWOT analysis was used to identify strengths, weaknesses, opportunities, and threats for the CWSL. This research concluded that deficiency in social media promotion is the reason that leads to low attention, utilizing social media to promote CWSL affects consumer engagement to a larger extent if appropriate strategies are used. Thus, it revealed the importance of social media’s effect on CWSL’s consumer engagement. These findings can provide considerable strategies for the development of CWSL.
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