Understanding fan motivation for interacting on social media

Stavros, Constantino; Meng, Matthew D.; Westberg, Kate; Farrelly, Francis

doi:10.1016/j.smr.2013.11.004

Cited by 209 publications

(224 citation statements)

References 61 publications

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“…Interview questions (see Appendix A) were devised based upon the characteristics of the sample noted in Table 1 and previous literature on social media in sport (e.g., Armstrong et al, 2016;Gibbs et al, 2014;Stavros et al, 2014), including those specific to NSOs and social media (e.g., Abeza & O'Reilly, 2014;Naraine & Parent, 2016;Thompson et al, 2014). The contextualist approach framework was also utilized in the development of the interview guide.…”

Section: Data Collectionmentioning

confidence: 99%

Examining social media adoption and change to the stakeholder communication paradigm in not-for-profit sport organizations

Naraine

Parent

2017

JAS

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The purpose of this study was to examine social media adoption within not-for-profit sport organizations to illuminate the impetus for change, the type of change undertaken, and change resistance. Using a contextualist approach depicting the external and internal forces as well as the change process, semi-structured interviews were conducted with ten Canadian national sport organizations (NSO) representing varying degrees of social media presence. The findings suggest that, although social media is espoused as a radical, transformational vehicle, NSOs have only made incremental adjustments to their stakeholder communication and have situated social media within their extant organizational condition due to capacity constraints and resistance from staff and reticent stakeholders. Adopting social media in light of limited organizational capacity thus diminishes the utility of the communications tool. Theoretical and practical implications include how to improve social media-related capacity and the importance of continuing the social media and sport domain’s organizational theory agenda.

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Section: Data Collectionmentioning

confidence: 99%

Examining social media adoption and change to the stakeholder communication paradigm in not-for-profit sport organizations

Naraine

Parent

2017

JAS

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“…Moreover, they provide relationship marketing opportunities for sport organizations and hence a further mechanism through which supporters can engage with sport, while also providing organizations with the opportunity to leverage additional income (Williams and Chinn 2010). Encompassing a wide range of forums, social media presents a unique platform for marketers to create a dialogue with consumers and for consumers to interact with each other (Stavros et al 2014). Considering both the number of professional sport teams' supporters who use Facebook and Twitter and such individuals' high levels of engagement with their teams, they are particularly adapted for such organizations to achieve their objectives in terms of supporter communication.…”

Section: Introductionmentioning

confidence: 99%

“…In the literature, several articles deal with the relationship between Facebook and/or Twitter and professional sports teams, focusing mainly on three aspects: the reasons for Facebook and Twitter use by professional sports teams (García 2011;Hopkins 2013;Wang and Zhou 2015;Waters et al 2011;Watkins and Lewis 2014); fans' expectations when using Facebook and Twitter (Gibbs et al 2014;Stavros et al 2014); and the drivers of changes in the number of Facebook fans and Twitter followers (Hopkins 2013;Pérez 2013;Watanabe et al 2015) 1 . These articles show that Facebook and Twitter are important for fans and thus demonstrate their importance for the relationship marketing strategy adopted by professional sports teams.…”

Section: Introductionmentioning

confidence: 99%

Explaining the Number of Social Media Fans for North American and European Professional Sports Clubs with Determinants of Their Financial Value

Scelles

Helleu

Durand

et al. 2017

IJFS

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Abstract:The aim of this article is to investigate the explanatory variables of the number of Facebook fans and Twitter followers for professional sports clubs based on the financial value literature. Such explanatory variables are related to local market conditions and on-field and off-field performance. Based upon a sample of North American major league clubs and the most valuable European soccer clubs as evaluated by Forbes over the 2011-2013 period (423 observations), our results indicate a range of variables with a significant positive impact on the number of social media fans: population, no competing team in the market, current sports performance, historical sports performance, facility age, attendance, operating income, expenses/league mean, and being an English football club. An improved understanding of the effectiveness of clubs' social media presence is important for contemporary sport managers in terms of enhancing supporter communication, involvement, and accountability, as well as maximizing clubs' revenue generation possibilities. Our findings could help sport managers to realize their clubs' social media potential in pursuit of these objectives, specifically to understand which variables are under-exploited and why some clubs over-perform, which will allow managers to prioritize decisions to increase their number of social media fans and financial value.

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“…Sports fans use different social media platforms for distinctly different purposes (Clavio & Walsh, 2013). Kim, Kim, Kim, Keegan, & Oh (2015) suggest that many sports fans use Facebook to socialize with others, while Stavros (2013) found that some fans of the NBA teams used Facebook to experience comradery with others, express passion and boost self-esteem. In contrast, sports fans are motivated to use Twitter to express opinions during live events.…”

Section: Introductionmentioning

confidence: 99%

“…Recent industry reports suggest that nearly 40% of fans connect to a wi-fi device while at a stadium for a live to access social media (Stoffel & Kapustka, 2015). Many fans are using social media at venues before, during and after sports events (Ball, 2015), and are creating user-generated social media content (Stavros, 2013). As a result, the increased use of social media by spectators at sports venues is creating greater awareness and buzz for the stadium, the teams that play there, the sites that host sports competitions, and the events that take place at these sites (Hambrick, 2012;Vorvoreanu, Boisvenue, Wojtalewicz, & Dietz, 2013).…”

Section: Introductionmentioning

confidence: 99%

Spectators’ Awareness, Attitudes and Behaviors towards a Stadium’s Social Media Campaign

Jensen¹,

Limbu²

2016

IJMS

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Abstract:The purpose of this study is to examine the relationship between spectator's awareness, attitudes, and behaviors related to social media efforts developed by a major sports stadium. Data was collected through in-person interviews from individuals who attended a sports event at a major stadium. The hypothesized relationships were assessed by using structural equation modeling technique. The results confirm the relationships between awareness, attitudes, and behavior; awareness of a stadium's social media presence influences following the stadium on social media directly and indirectly by promoting positive attitudes toward a stadium's social media campaign. In addition, following the stadium on social media is positively related to attendance and sharing of information using stadium's social media. Implications of these findings for stadium marketers are discussed.

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Understanding fan motivation for interacting on social media

Cited by 209 publications

References 61 publications

Examining social media adoption and change to the stakeholder communication paradigm in not-for-profit sport organizations

Examining social media adoption and change to the stakeholder communication paradigm in not-for-profit sport organizations

Explaining the Number of Social Media Fans for North American and European Professional Sports Clubs with Determinants of Their Financial Value

Spectators’ Awareness, Attitudes and Behaviors towards a Stadium’s Social Media Campaign

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