Conceptual framework: intrinsic and extrinsic motivations in football club marketing engagement

Nurin Jazlina Mohd Shafia'i; Muhammad Faizal Kutip; Muhammad Farid Hilmi Aidit; Mohamad Ali Kimik; Syafiq Asyraf Zulkarnain

doi:10.61688/jev.v6i1.398

Authors

Nurin Jazlina Mohd Shafia'i Universiti Teknologi MARA
Muhammad Faizal Kutip
Muhammad Farid Hilmi Aidit
Mohamad Ali Kimik
Syafiq Asyraf Zulkarnain

DOI:

https://doi.org/10.61688/jev.v6i1.398

Keywords:

intrinsic, extrinsic, football, conceptual framework

Abstract

Social media has revolutionized how sports organizations engage with their audiences, making fan interaction an essential area of study in football club marketing. This conceptual paper examines the role of intrinsic and extrinsic motivation in shaping fan engagement on Instagram, grounded in Self-Determination Theory (SDT). Intrinsic motivation, driven by psychological needs such as emotional connection, team identity, and a sense of belonging, fosters organic and long-term engagement. Fans who feel a deep connection to their favorite clubs are more likely to participate in discussions, share content, and actively follow club updates. On the other hand, extrinsic motivation, which includes incentives such as promotional rewards, exclusive content, and gamified experiences, plays a significant role in encouraging engagement. While these external motivators enhance short-term interactions, they can also contribute to sustained loyalty if strategically integrated with intrinsic engagement efforts. By combining these motivational factors, this paper proposes a conceptual framework for understanding how football clubs can optimize their social media marketing strategies to enhance fan participation and loyalty.

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