Investigating the Impact of Rewarded Social Media Engagement, Trust, Perceived Switching Cost and Loyalty on Loyalty Members in Sports Industry

Social media has changed the way people interact with companies and one another as well as become a powerful tool for enhancing touchpoints with customers. While many studies on loyalty, loyalty/reward programmes exists, there is still a gap in our understanding of how social media, rewarded engagement and loyalty programmes (LPs) work together. Against this backdrop, this chapter aims to increase our understanding of the role of rewarded social media engagement in LPs and customer loyalty amongst members versus non-members. To explore the relationship and to differentiate between members and non-members, this study explores rewarded social media engagement, trust, perceived switching cost …