AN EXPLORATORY STUDY OF TWITTER SPORTS CONSUMPTION MOTIVES AND RELATIONSHIP WITH FUTURE INTENTIONS: A PERSPECTIVE FROM ATHLETES’ FOLLOWERS

The purpose of the study is to examine the relationship between Twitterconsumption motives with future behavioural intentions from athletes’ followers’perspective. Data were gathered from respondents using a structured self-administered questionnaire in a university located in southern Gauteng, SouthAfrica. Exploratory factor analysis was used to identify the dimensions of Twitterconsumption motive using principal component analysis. A five-factor structureemerged andthese factorswere labeled skills, information, economic, pass timeand accessibility. Moderate, positive correlation coefficients were observedbetween the economic, information and pass time dimension with futureintentions. The regression analysis showed significant predictive relationshipswith the economic and information variable with future behavioural intentions.This study provides a focused examination of Twitter consumption motives,which can offer valuable insights into athletes’ managers seeking to nurtureinteractions with the outside world, especially in the social media context.Therefore, understanding the motives that drive users’ interest in Twitterengagement will also provide sport marketers with information that can be used todevelop targeted promotional campaigns in order to increase followership