Allsvenska fotbollsfans nätar : En kvantitativ användarstudie av fans motiv och tillfredsställelse på sociala medier

This study was created to contribute to the research field of studies about Media and Communication. The study analyses swedish footboll fans motives, gratifications and participating culture on social media.The purpose of the study was to examine and create understanding about what motivates and gratify footboll fans to participate on social media. This was examined through a quantitative survey that was answered by swedish football fans. The study was created from using the theory uses and gratifications and earlier research in the area. McQuail, Joinson, Papacharissi and Rubin are the main reserachers contributing to the study. Conclusions that were made indicate that despite latest reserach, that indicates on a growing interaction and two-way communication, this study reveals that fan cultures main focus, motives and gratifications to participate are informational and one-way directed.