Study on Football Fans engagement with mega star players vs micro-influencers players

Study Title: The Strategic Marketing ROI of Mega-Star Signings Versus Micro-Influencer Ecosystems in Professional Football

Researcher: Guy Fabrice Machia Essomba, Doctoral Candidate, EIMT (European Institute of Management & Technology) – faboloon@gmail.com

Supervisor: Dr. Arbela Grace, Lecturer, EIMT – arbela@eimt.edu.eu

You are invited to participate in doctoral research examining how football fans engage with players on social media—specifically comparing engagement with mega-star players versus squad-level micro-influencers.

Participation is voluntary and anonymous. The survey takes approximately 5–8 minutes and includes questions about your social media habits, player engagement, and purchase intentions. You may withdraw at any time by closing your browser; incomplete responses will not be used. Continuing indicates your informed consent.

All data will be stored securely on encrypted university servers, accessible only to the researcher and supervisor, and retained for five years post-completion. Results will be used for dissertation, academic publications, and conference presentations.

This study has received ethical approval from EIMT Research Ethics Committee (Reference: EIMT-2026-XX). For concerns, contact: academics@eimt.edu.eu

Your primary supported club

Your primary sources for club-related content on social media (Select all that apply)

Most used platforms for football content (Rank your top 3)

Please rate your agreement with the following statements about mega-star players.

Rows	1 (Strongly Disagree)	2	3	4	5 (Strongly Agree)
Signing a world-famous player signals our club's ambition and elite status.
My attention is immediately drawn to posts from our biggest star.
I feel a personal connection to the club through its superstar.
Having a global star makes the club's brand more trustworthy and prestigious.
The identity of our club is closely linked to its biggest star.
If our star player left, my passion for the club would diminish.

Please rate your agreement with the following statements about the squad ecosystem.

Rows	1 (Strongly Disagree)	2	3	4	5 (Strongly Agree)
I regularly engage with posts from many different players, not just one.
Squad players seem more authentic and relatable than a single global superstar.
Seeing players interact online strengthens my sense of belonging to the club family.
Collective messages from the squad feel more genuine than branded messages from a star.
A team with many active online players feels more authentic as a whole.
If one popular player left, my overall engagement with the club's social media would remain stable.

How often do you typically engage with the following types of content? (1 = Never, 5 = Very Often)

Rows	1 (Never)	2	3	4	5 (Very Often)
Like, comment on, or share posts from a mega-star?
Like, comment on, or share posts from multiple squad players?
Engage with behind-the-scenes or "day-in-the-life" content?
Engage with content featuring player collaborations (e.g., challenges, interviews)?

Which content most motivates you to interact?

Please rate how likely you are to do the following.

Rows	1 (Very Unlikely)	2	3	4	5 (Very Likely)
I am motivated to buy a jersey or merchandise specifically because of a star player.
I buy club merchandise to express my general support and connection to the club.
I prefer merchandise that celebrates the whole squad over that focused on one player.
I am more likely to notice or try a brand sponsored by a player I follow closely.
A player's engaging content would encourage me to subscribe to the club's paid TV/streaming channel.
My spending on the club would be largely unaffected if the current star player departed.

Please rate your agreement with the following strategic opinions.

Rows	1 (Strongly Disagree)	2	3	4	5 (Strongly Agree)
Building a strong, collective online squad is a viable alternative to signing a costly superstar for marketing.
Clubs should invest more resources in developing the social media presence of the entire squad.
A marketing strategy overly reliant on one star is risky for long-term brand health.
A superstar's impact is maximized when the rest of the squad also has a strong online presence.
A balanced mix of star power and squad depth online yields the best commercial results.

Please rate your agreement with the following statements about club loyalty and identity.

Rows	1 (Strongly Disagree)	2	3	4	5 (Strongly Agree)
I feel a strong emotional attachment to this club.
Supporting this club feels like being part of a community.
Players interacting with fans online deepens my loyalty.
I often speak highly of the club because of how its players present themselves online.
I actively recommend supporting this club to others.

What qualities in a player's social media content make you want to engage with it?

From a branding perspective, what is more valuable for a club: one global icon or a cohesive, likable squad? Why?

Describe a memorable player- or club-led social media moment that strengthened your connection as a fan.

Age

Gender

Country of Residence

Years supporting the club

Self-rated fan intensity

1 is Casual, 5 is Die-hard

Informed Consent Form: Please Read

Name

First NameLast Name

Email

example@example.com

Football Fandom in the Digital Age: Your Voice Matters

SECTION A: Digital Consumption Habits

SECTION B: Perceptions of a Mega-Star Player (Signalling & Parasocial Interaction)

SECTION C: Perceptions of the Squad Ecosystem (RBV, Social Capital, & Parasocial Interaction)

SECTION D: Engagement Behavior (Dynamic Capabilities)

SECTION E: Commercial Intentions (RBV & Signalling)

SECTION F: Strategic Opinions (Dynamic Capabilities & RBV)

SECTION G: Club Loyalty & Identity (Social Capital & Parasocial Interaction)

SECTION H: Open-Ended Insights

SECTION I: Demographics