Dimensions of Social Media Utilization Among College Sport Fans

2013 ◽  
Vol 2 (3) ◽  
pp. 261-281 ◽  
Author(s):  
Galen Clavio ◽  
Patrick Walsh
Keyword(s):  
Social Media ◽  
College Sport ◽  
Sport Fans

The dynamics of cause-related marketing platform and interactivity on college sport fans' donations

2020 ◽  
Vol 10 (2) ◽  
pp. 227-241
Author(s):  
Geumchan Hwang ◽  
Kyu-soo Chung
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Interactive Marketing ◽  
College Sport ◽  
Content Type ◽  
Sport Fans ◽  
Cause Related Marketing ◽  
Social Cause ◽  
Donation Intention ◽  
The Impact

PurposeThis study aims to examine how sport fans' intention to donate to college athletics differs by the type of communication and by the interactivity of communication when a college athletic department uses a social cause for marketing.Design/methodology/approachTo discover differences in donation intention, the study adopts a two (social media/newspaper) by two (interactive/non-interactive) factorial experiment in which the study's created scenario is randomly presented to subjects. Participating in the online survey are 184 collegiate sport fans at a university in the American Midwest. Collected data are analyzed on the analysis of variance.FindingsResults show that fans demonstrating the highest donation intention are those in the group of fan-interactive marketing on social media. Those showing the lowest are in the group of non-interactive marketing on newspaper. Between marketing interactivity and marketing platform, no interaction effect is found.Originality/valueThe study tests the effectiveness of marketing communication in the context of collegiate sports and identifies the impact of social media on college sport fans' donation intention. For collegiate athletic administrators designing a cause-related marketing campaign, this study provides practical information on how to use social media in delivering fan-oriented activities.

Exploring the Relationship Between Sport Fan Identification and Addiction to Digital Sports Media

2019 ◽  
pp. 282-294
Author(s):  
John S. Clark ◽  
Jill K. Maher
Keyword(s):  
Social Media ◽  
Sport Organizations ◽  
Sports Media ◽  
Fan Identification ◽  
Sport Fans ◽  
Sport Fan ◽  
Digital Sports ◽  
The Relationship ◽  
Constant Source ◽  
Source Of Information

Social media has proved to be a constant source of information and entertainment for sport fans. These social media sites allow sport organizations to provide news about the organizations and the athletes that play for them, as well as serving as a means of communication between the organization and fans, or between the fans themselves. Smartphones have enabled this communication to be nearly constant, allowing sport fans to access information around the clock. Anecdotal evidence suggests this on-demand access to information about a fan's favorite team will increase the avidity by which the fan consumes the sport product. In a parallel development, researchers have investigated the detrimental effects devoting too much time to social media has on consumers. This research bridges these lines of inquiry and examines the relationship between social media addiction and highly identified and committed sport fans. Data were collected from college students, and a multiple regression analysis was performed which resulted in no statistically significant relationship between addiction to social media and high levels of sport identification and commitment. The results suggest that for sport organizations, social media is not a one-size-fits-all approach to reaching a segmented (based on identification and commitment) market.

The Influence of Modern Media on the Development of Fan Groups and the Promotion of Hooliganism

2016 ◽  
Vol 3 (2) ◽  
pp. 52-62
Author(s):  
Miljana Nikolic
Keyword(s):  
Social Media ◽  
Modern Society ◽  
The Other ◽  
The Internet ◽  
Sport Fans ◽  
Modern Media ◽  
Political Relations ◽  
The Social ◽  
High Level

SummarySince the first sport duels, and with the development of sport through the ages, there were sport fans that cheered either for one or the other opponent and in that way they showed their sympathy. As the time passed, they organized themselves in fan groups, and they became not only an agent of socialization, but also a very important factor in directing social happenings. Hooliganism was created in modern society, and it had devastating effects on both sport and socially-political relations. The functioning of the fan groups that embraces hooliganism, demands high level of organization, so the modern media became a major tool of communication. The aim of this work is to determine in which way, not only the modern media but more importantly the internet sites and the social media of the fan groups, have been used for not only promoting and giving information about their actions, goals and attitude but also promotion of hooliganism.

Exploring the Relationship between Sport Fan Identification and Addiction to Digital Sports Media

2016 ◽  
Vol 14 (4) ◽  
pp. 1-12 ◽  
Author(s):  
John S. Clark ◽  
Jill K. Maher
Keyword(s):  
Social Media ◽  
Sport Organizations ◽  
Sports Media ◽  
Fan Identification ◽  
Sport Fans ◽  
Sport Fan ◽  
Access Information ◽  
Digital Sports ◽  
The Relationship ◽  
Constant Source

Social media has proved to be a constant source of information and entertainment for sport fans. These social media sites allow sport organizations to provide news about the organizations and the athletes that play for them, as well as serving as a means of communication between the organization and fans, or between the fans themselves. Smartphones have enabled this communication to be nearly constant, allowing sport fans to access information around the clock. Anecdotal evidence suggests this on-demand access to information about a fan's favorite team will increase the avidity by which the fan consumes the sport product. In a parallel development, researchers have investigated the detrimental effects devoting too much time to social media has on consumers. This research bridges these lines of inquiry and examines the relationship between social media addiction and highly identified and committed sport fans. Data were collected from college students, and a multiple regression analysis was performed which resulted in no statistically significant relationship between addiction to social media and high levels of sport identification and commitment. The results suggest that for sport organizations, social media is not a one-size-fits-all approach to reaching a segmented (based on identification and commitment) market.

California Streamin’: Developing an Integrated Social Media Strategy to Attract Fans to a New Streaming App

2020 ◽  
Vol 9 (S1) ◽  
pp. S13-S19
Author(s):  
Lynley Ingerson ◽  
Michael L. Naraine ◽  
Nola Agha ◽  
Daniel J. Pedroza
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
San Francisco ◽  
Social Engagement ◽  
San Francisco Bay Area ◽  
Social Media Marketing ◽  
Sport Fans ◽  
Bay Area ◽  
Social Media Platforms ◽  
Social Media Strategy

Laurie Spinks is the Director of Social Engagement at NBC Sports Bay Area. She has been instrumental in developing strategies for social media platforms across a number of different sports, and must now develop a social media strategy which drives fans towards a new app. NBC Sports created the My Teams app to counter cord-cutting and allow sport fans to stream live games of their favorite local teams on their mobile devices. Prior to the launch of the app in the Bay Area, Spinks will meet with her team to formulate a social media strategy which supports the new app. This case explores some of the elements that contribute to the development of a social media marketing strategy for the NBC Sports My Teams app. In particular, the strategy focuses on targeting the San Francisco Bay Area sport audience by identifying and developing social media objectives, creating an audience profile for app usage, and implementing appropriate strategies to support objectives and attract the desired audience.

Exploring the Relationship Between Sport Fan Identification and Addiction to Digital Sports Media

2019 ◽  
pp. 57-69
Author(s):  
John S. Clark ◽  
Jill K. Maher
Keyword(s):  
Social Media ◽  
Sport Organizations ◽  
Sports Media ◽  
Fan Identification ◽  
Sport Fans ◽  
Sport Fan ◽  
Digital Sports ◽  
The Relationship ◽  
Constant Source ◽  
Source Of Information

Social media has proved to be a constant source of information and entertainment for sport fans. These social media sites allow sport organizations to provide news about the organizations and the athletes that play for them, as well as serving as a means of communication between the organization and fans, or between the fans themselves. Smartphones have enabled this communication to be nearly constant, allowing sport fans to access information around the clock. Anecdotal evidence suggests this on-demand access to information about a fan's favorite team will increase the avidity by which the fan consumes the sport product. In a parallel development, researchers have investigated the detrimental effects devoting too much time to social media has on consumers. This research bridges these lines of inquiry and examines the relationship between social media addiction and highly identified and committed sport fans. Data were collected from college students, and a multiple regression analysis was performed which resulted in no statistically significant relationship between addiction to social media and high levels of sport identification and commitment. The results suggest that for sport organizations, social media is not a one-size-fits-all approach to reaching a segmented (based on identification and commitment) market.

The Organizational Roles of College Athletics Communicators: Relationship to the Use and Perceptions of Social Media

2013 ◽  
Vol 6 (2) ◽  
pp. 185-202 ◽  
Author(s):  
G. Clayton Stoldt ◽  
Mark Vermillion
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Online Survey ◽  
College Athletics ◽  
College Sports ◽  
College Sport ◽  
Mainstream Media ◽  
Management Roles ◽  
Organizational Roles ◽  
The Impact

Employing an organizational public relations (PR) roles typology, this study addressed differences in the professional use and perceptions of social media based on the primary PR roles of college athletics communicators. Data were gathered via an online survey of members of the College Sports Information Directors of America (N = 518). Results indicated that those in management roles spent significantly more time working with blogs and social media than technicians did. Managers and technicians also differed significantly in several ways regarding their perceptions of the impact of social media and their relationship with traditional mainstream media. The findings contribute to an understanding of how PR roles have evolved in the era of social media, as well as role-related dynamics specific to social media in college sport PR.

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