Uses and Gratifications of Online Sports Communities: A Multiple Case Study

... In this paper, we analyze three cases of on-domain communities in the feld of sport to better understand why organizations choose to host them and which motives drive fan participation. We do so by applying the uses and gratifcations theory, comparing its applicability in distinct community settings. The paper contributes to the nascent literature of on-domain communities in the context of social media research in sport management and marketing (Abeza et al., 2015; Popp & Woratschek, 2016). [Aus: Introduction