Digital Communication and competitive sports organizations: the contribution of social networks in the loyalty of fans

Abstract

Recently, the development of technology and the Internet has undergone an exceptional leap forward, especially after the Covid-19 era, which gave digital the opportunity to impose itself in the ritual of organizations, especially in the field of sport where the only means of communication for sports organizations was through digital. In the first part, our research will deal with the theoretical part, in order to define digital and its communication components as well as demonstrate the value added by published content as well as its quality and relevance in social networks in order to build fan loyalty through their online interaction and engagement. Then, in the second part, we'll carry out a quantitative study in the form of a survey dedicated to a sample of fans of the Moroccan professional soccer team "RAJA CLUB ATHLETIC" on the social networks Instagram and Facebook, who responded to our problem and confirmed the main hypothesis of our research.