Add to ORKGSocial media (SM) has become sports organizations’ most preeminent vehicle to engage with fans and to enhance relationship marketing. Prior studies have mostly focused on the standpoints of sports organizations; less is known about fans’ SM experience and perspective. This study focuses on sports fans’ SM use during a game, and seeks to understand their popular SM uses and gratifications and the effect of individual characteristics. Informed by the uses and gratifications theory (UGT), we analyze survey data of 400 season-ticket holders of a professional NBA team. Our quantitative data analysis suggests that during a game the NBA sports fans use SM for posting on Twitter & Facebook, on Instagram & Snapchat, and checking emails. The less pop...
Introduction The use of social media has been increasing enormously during the past years. Busi- n...
Social media have left their mark on every industry and have shaped how we talk and communicate with...
The purpose of this study was to investigate the role Facebook plays in the sport management context...
Social media (SM) has become sports organizations’ most preeminent vehicle to engage with fans and t...
The ubiquity of social media provides sport organizations with opportunities to communicate with fan...
Purpose The ubiquity of social media provides sport organizations with opportunities to communicate ...
Social media has become a regular direct marketing component for sports teams. This study explores t...
Social media has become an integral part in the communication process in today’s society. Research h...
Social media has been increasingly used by sports organizations to establish relationships with the ...
This analysis examines why fans would visit a professional baseball team’s Facebook page. The broade...
Social media provide fans with an additional means to engage with their team and are a valuable foru...
Social media and fan behavior are two very interesting topics. More and more people are learning mor...
Sport is an integral part of American society and no sport in the United States has achieved a great...
The goal of the sports brand is to create meaningful associations with fans that connect with their ...
Social media has become the dominant tool for sports fans to receive news and messages. Many sports ...
Introduction The use of social media has been increasing enormously during the past years. Busi- n...
Social media have left their mark on every industry and have shaped how we talk and communicate with...
The purpose of this study was to investigate the role Facebook plays in the sport management context...
Social media (SM) has become sports organizations’ most preeminent vehicle to engage with fans and t...
The ubiquity of social media provides sport organizations with opportunities to communicate with fan...
Purpose The ubiquity of social media provides sport organizations with opportunities to communicate ...
Social media has become a regular direct marketing component for sports teams. This study explores t...
Social media has become an integral part in the communication process in today’s society. Research h...
Social media has been increasingly used by sports organizations to establish relationships with the ...
This analysis examines why fans would visit a professional baseball team’s Facebook page. The broade...
Social media provide fans with an additional means to engage with their team and are a valuable foru...
Social media and fan behavior are two very interesting topics. More and more people are learning mor...
Sport is an integral part of American society and no sport in the United States has achieved a great...
The goal of the sports brand is to create meaningful associations with fans that connect with their ...
Social media has become the dominant tool for sports fans to receive news and messages. Many sports ...
Introduction The use of social media has been increasing enormously during the past years. Busi- n...
Social media have left their mark on every industry and have shaped how we talk and communicate with...
The purpose of this study was to investigate the role Facebook plays in the sport management context...