Understanding the Value of Social Media in the NBA’s Digital Communication: A Fan(s)’ Perspective
Files
Date
2019-01-08
Contributor
Advisor
Department
Instructor
Depositor
Speaker
Researcher
Consultant
Interviewer
Narrator
Transcriber
Annotator
Journal Title
Journal ISSN
Volume Title
Publisher
Volume
Number/Issue
Starting Page
Ending Page
Alternative Title
Abstract
Social media (SM) has become sports organizations’ most preeminent vehicle to engage with fans and to enhance relationship marketing. Prior studies have mostly focused on the standpoints of sports organizations; less is known about fans’ SM experience and perspective. This study focuses on sports fans’ SM use during a game, and seeks to understand their popular SM uses and gratifications and the effect of individual characteristics. Informed by the uses and gratifications theory (UGT), we analyze survey data of 400 season-ticket holders of a professional NBA team. Our quantitative data analysis suggests that during a game the NBA sports fans use SM for posting on Twitter & Facebook, on Instagram & Snapchat, and checking emails. The less popular uses and gratifications include accessing teams’ website, downloading video, and accessing mobile Apps. These usage behaviors varied by individual age, gender and household income. Research contribution and implications are discussed.
Description
Keywords
Digital and Social Media in Enterprise, Digital and Social Media, Digital communication, NBA, Social media, Sports management, Uses and gratifications
Citation
Extent
10 pages
Format
Geographic Location
Time Period
Related To
Proceedings of the 52nd Hawaii International Conference on System Sciences
Related To (URI)
Table of Contents
Rights
Attribution-NonCommercial-NoDerivatives 4.0 International
Rights Holder
Local Contexts
Collections
Email libraryada-l@lists.hawaii.edu if you need this content in ADA-compliant format.