Examining fan engagement through social networking sites

Abstract

Purpose The purpose of this paper is to conceptualise and measure the construct of fan engagement through social networking sites (SNS). Design/methodology/approach A multi-stage procedure was completed to validate the proposed fan engagement through SNS model with three first-order constructs (fan-to-fan relationships, team-to-fan relationships and fan co-creation). First, a preliminary analysis of the proposed items to capture fan engagement through SNS was conducted through expert review. Second, an assessment of item reliability and construct validity was completed using confirmatory factor analysis (CFA). Finally, CFA and subsequent structural equation model were conducted to review the psychometric properties and to test the relationships between the proposed construct with online and offline behavioural intentions. Findings The results indicate good psychometric properties of the constructs of fan-to-fan relationships, team-to-fan relationships and fan co-creation, and these three constructs were significantly related with the second-order construct of fan engagement through SNS. Additionally, the construct of fan engagement through SNS was significantly related to both online and offline behavioural intentions. Practical implications These findings suggest that teams should use SNS to interact with fans, to allow fans to share experiences and to involve fans in co-creation processes aimed at increasing engagement and subsequent positive behavioural intentions towards the team. Originality/value This study extends previous research by measuring fan engagement through SNS as a multidimensional construct, and testing its predictive effect on fans’ online and offline behavioural intentions. Several suggestions for future studies and strategies for increasing fan engagement can be drawn from this study.

An Analysis of Broadcasting Media Using Social Media Engagement in the WNBA

“…Between 2016 and 2018, the WNBA team Twitter accounts saw an increase in post engagement indicative of a greater demand for the WNBA. Given the importance of online consumer engagement via its impact on online and offline behavioral intentions toward a sport team (Santos et al, 2019), on brand value (Calder et al, 2018), and on increasing viewership and audience tune-in (Min et al, 2015), we sought to more clearly understand what factors impact game day engagement with official team Twitter accounts, with a particular emphasis on the impact of the broadcasting medium. As per our results, there are two notable sets of drivers of Twitter engagement with official WNBA team accounts on game days: (i) team/athlete quality and performance and (ii) broadcasting medium.…”

“…Similarly, new media options have forced sport teams to progress into their own media entities and provide innovative viewing experiences for fans that are more personalized and interactive (Evens and Lefever, 2011). Moreover, consumer engagement and interaction online has become an increasingly important component of the sport consumption experience as it positively influences both online and offline behavioral intentions toward a sports team (Santos et al, 2019) as well as brand value (Calder et al, 2018). Effectively, advancements in technology, particularly social media, are providing sport leagues with additional broadcasting channels as well as facilitating more interactive viewing experiences.…”

“…Consequently, this scholarship uses online engagement (i.e., the number of likes, comments, or shares a post by an official WNBA account receives) as a way to evaluate different broadcasting platforms. It is an important metric to consider as online engagement impacts online and offline behavioral intentions toward a sport team (Santos et al, 2019), brand value (Calder et al, 2018), and viewership and audience tune-in (Min et al, 2015). Moreover, it is appropriate to consider as social media platforms, particularly Twitter, are complementary media that enhances the sport experience (Kassing and Sanderson, 2010).…”

“…Since sport viewing has evolved into a two-way, interactive experience, engagement on social media represents an important metric to consider when evaluating broadcasting media. Online engagement is important to analyze the impacts of online and offline behavioral intentions toward a sport team (Santos et al, 2019) and brand value (Calder et al, 2018). Moreover, not only can online engagement serve as an indication of viewership but it can also spur additional viewership as non-viewers opt to tune in based on the online interactions and conversations they observe (Min et al, 2015).…”

Guest editorial

“…However, these research areas only scratch the surface of digital transformation in sport management research. Social media research in sport management has mainly examined fan behavior, such as fan engagement on social media (Osokin, 2019;Santos et al, 2019) or general usage behavior with regard to electronic word-of-mouth (Wakefield and Bennett, 2018;Chang, 2019;Kim and Kim, 2020). Further research examined the fan and usage behavior of large public groups on social media during mega events such as the Olympic Games (Finlay, 2018a(Finlay, , 2018bHazari, 2018;Li et al, 2018;Tang and Cooper, 2018;Yoon and Pedersen, 2018) or the UEFA Champions League Final (Yan et al, 2019).…”