The Most Social Games

Abstract

Social media has substantially changed how people consume media content, particularly during sport mega-events. This study examined the audience social media uses during the ''most social Olympics'' and found that demographics, personality, motivations, preference, media use routine, and viewing context significantly predicted social media consumption for the Rio Games. Olympics viewing on social media was predominately predicted by media use routine, while following and posting on social media about the Olympics appeared to be a more ''active'' choice that was shaped by personal identity and virtual schemas. In addition, results indicate that social media uses during the Rio Games neither ''displaced'' nor ''encouraged'' Olympics viewing on traditional television. Uses of social media suggest a digital expansion of ''group'' viewing and transform ways in which the audience can experience a sport mega-event.

Influence of Brand Image of a Sports Event on the Recommendation of Its Participants

“…In this sense, and due to the great technological evolution of recent years, the study of brand image and sports events has also been oriented, as in other areas, to the virtual environment. Therefore, the study of online strategies related to sports events [86] as well as the role of social media in the sports context [87][88][89][90] has become important. Regarding the confirmation of congruence as a starting point for the improvement of other aspects of the brand, there are publications that are consistent with this research, indicating that such congruence is an element that has an impact on aspects such as satisfaction or emotional commitment, as well as with brand trust and loyalty that consumers can develop towards it [38,[91][92][93][94].…”

“Who Still Watches the Olympics Anyway?” An Exploratory Study of Generation Z and Their Digital Olympic Brand Experience

“…More recently, social media content has become an increasingly important platform for Olympic content distribution. For example, NBC, the official U.S. broadcast partner, provided 6,755 hours of content during the 2016 Rio Games (Tang and Cooper, 2018). This included Facebook live interviews with athletes, slow motion videos of inspiring videos, daily live stories and more.…”

“…Traditional methods of marketing communications are in many ways no longer seen to be as effective since consumers are now looking for more personalized and interactive brand experiences (Shivinski and Dabrowski, 2014). Tang and Cooper (2018) claim that social engagement, affiliation, self-disclosure, information, and entertainment are some of the main consumer motivations for social media usage. Entertainment value in particular is seen as an important factor that contributes to social media usage.…”

“…This growth indicates the importance, preferability, and preference for entertaining platforms in the social media landscape (Killian and McManus, 2015). Brand managers have been urged to integrate multiple social media channels into their communication plans to help build relationships and engage with both current and potential customers (Tang and Cooper, 2018).…”

“…New media technologies have greatly impacted the way media content is created, marketed, delivered, and consumed, especially during sporting events. The increase in smartphone usage and cellular data has made the access to social networking platforms extremely simple and convenient for people across the world (Tang and Cooper, 2018). Sport fans have demonstrated great interest in following and interacting with their favorite teams, athletes, and events on social media (Pfanner, 2012).…”