Abstract:

The growing usage of social media is changing the way brands interact with customers and answer to their needs and wants. Marketers all over the world are using various means to reinforce their brands’ image and positioning, promoting customers’ satisfaction and engagement. Despite its growing acceptance by companies and customers, there are still some questions related to the extension of social media platforms as marketing tools and their impact on brand awareness, subsequent customer satisfaction and a relationship in time.  The purpose of this article is to continue this discussion by focusing on the impact of social media marketing activities on Facebook and football clubs’ brand awareness, promoting fans satisfaction and engagement. More specifically, it seeks to understand whether the Facebook pages of the Portuguese 2nd league football teams have an impact on satisfaction and on the quality of the relationship that their fans develop with the club.