From Pitches to Posts: investigating the impact of social media marketing on brand loyalty and community culture in grassroots sports

Abstract

Social media has evolved from a simple communication tool to an essential platform for connecting brands with consumers, especially in sports marketing. This research investigates the impact of social media on member engagement, community culture, and loyalty within grassroots sports, focusing on varying age demographics. The study addresses a significant gap in academic literature concerning digital marketing in grassroots sports clubs. It centres on Petersfield Rugby Club, a southern English club that implemented a professional-standard social media strategy across five platforms during the 2023/24 season.  Employing a mixed-methods approach, the research gathered data through a questionnaire completed by 136 members and semi-structured interviews with seven participants from different age groups. Findings underscore the crucial role of social media in improving engagement, loyalty, and community culture at Petersfield RFC. Participants highlighted content quality and relevance as key factors influencing their connection to the club. Age-specific preferences emerged, with younger members gravitating towards dynamic, visual content, while older members preferred information-rich posts.  Additionally, social media was shown to boost real-world event participation and enhance community bonds. These findings illustrate how strategic digital marketing can deepen member relationships and enrich grassroots sports club culture both online and offline.