Associations among the Premier League’s social media marketing activities, consumer relationship quality, and consumers’ word-of-mouth intention in the chinese market

<h4><b>Purpose</b></h4><p dir="ltr">In order to maintain the Premier League’s sustainable profitability and marketing success in the Chinese market, an understanding of cultivating the league’s consumer relationship quality (CRQ) and the subsequent relationship with consumer behaviours is invaluable. Given the essential role of social media in bridging firms and consumers and the benefits of communication across consumers in marketing expansion, this research investigated the associations among consumers’ perceived social media marketing activities (SMMA), CRQ, and word-of-mouth (WOM) intention of the Premier League in the Chinese market.</p><h4><b>Methodology</b>:</h4><p dir="ltr">This research collected data from 502 Chinese consumers of the Premier League. The assumed structural model was examined utilising confirmatory factor analysis (CFA) and structural equation modelling (SEM).</p><h4><b>Findings</b>:</h4><p dir="ltr">As the result, this research revealed the significant relationships between the Premier League’s perceived SMMA and all CRQ dimensions, which in turn were all significantly associated with WOM intention among Chinese consumers.</p><h4><b>Originality</b>:</h4><p dir="ltr">This research successfully contributes to the underexplored cultivation of CRQ through perceived SMMA and its consequential association with consumers’ WOM intention among satellite fans, with empirical evidence of the Premier League within the Chinese market. For practitioners within the league, this research presents a robust framework to building and strengthening their relationship with Chinese consumers and further enhancing their marketing performance within the Chinese market</p>