Social Media Marketing in Non-professional Rugby Clubs: A Qualitative Viewpoint Using the Technology Acceptance Model

Social media has transformed the interactions among fans, clubs, and athletes, providing evidence of its increasing significance in sport. The growing professionalisation of sport has led to the increased adoption of business practices and marketing. However, not all sport organisations are considered professional, and many may lag in the adoption of such applications. Rugby’s growth internationally demonstrates the sport’s ability to inspire and engage a global audience in a professional rugby context. There are a limited number of studies that investigate social media marketing (SMM) by rugby teams, but several do focus on professional rugby. Hence, this study investigates Western Province Super League (WPSL) rugby clubs (amateur sport teams) SMM usage in terms of channels, external factors, determinants, behavioural intentions, and age by WPSL rugby determinants and behavioural intentions. The Technology Acceptance Model (TAM) serves as the theoretical underpinning, which responds to the need for further research on non-professional sport organisations. The study used a qualitative approach via cross-sectional and multiple-case study design and utilised twelve semi-structured interviews as the primary data collection technique. The researchers adopted an inductive approach and utilised ATLAS.ti (a qualitative data analysis package) to formulate themes and codes for subsequent analysis. This study found that brand exposure and awareness, relationship building, sponsorship attractiveness, community participation/ engagement, information sharing, and others were the primary drivers and advantages of SMM usage. Findings also revealed positive SMM behavioural intentions that included community relationships, greater reach, family feeling, player portfolio enhancement, an important contact point, and membership growth. The rugby clubs believed that employing SMM added substantial value to their marketing efforts. From a practical standpoint, rugby club social media coordinators could enhance fan engagement and relationship management by providing graphic updates (photos and video footage) about players and teams, creating blogs, organising competitions, establishing video channels, and overseeing community activities. From a theoretical perspective, the study adds to the limited qualitative research on the TAM, especially in a sport and digital marketing context. The study furthers knowledge of SMM, non-professional sport, and organisational behaviour in the context of WPSL rugby clubs in South Africa.