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Author: Gianna Sarkis
Publisher:
ISBN:
Category : Internet marketing
Languages : en
Pages : 57
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Book Description
"Professional sports organizations have begun to utilize social media to create an online community for fans. These organizations have partnered with companies to create monetary value for the team and the companies, which has led sponsorship from traditional advertising in the arena or venue of the professional sports organization to their team’s Twitter account. I investigated how fans of the professional sports organization recognized sponsored content on the organizations' Twitter pages concerning the Communication Theory of Identity (CTI). I then compared the sponsored and organic contents' interaction rates to see if there were similarities or differences between those rates. The interaction rate for professional sports organizations' organic content was found to have a higher rate than sponsored content, and fans did not identify sponsors included in the content. Instead, the fans identified the team or athletes comprised in the content. I conducted a content analysis with the help of four axiomatic positions related to CTI. The axiomatic positions of CTI I used to help identify fan identity were identities that have both content and relationship levels of interpretation and have individual, social, and communal properties. Also, identities are codes expressed in conversations and define membership in communities and have semantic properties representing core symbols, meanings, and labels. I found fans do have a follower identity, but a sponsored post does not impact that identity. Therefore, fans looked at the content for face value and did not notice the sponsors."--Abstract.
Author: Gianna Sarkis
Publisher:
ISBN:
Category : Internet marketing
Languages : en
Pages : 57
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Book Description
"Professional sports organizations have begun to utilize social media to create an online community for fans. These organizations have partnered with companies to create monetary value for the team and the companies, which has led sponsorship from traditional advertising in the arena or venue of the professional sports organization to their team’s Twitter account. I investigated how fans of the professional sports organization recognized sponsored content on the organizations' Twitter pages concerning the Communication Theory of Identity (CTI). I then compared the sponsored and organic contents' interaction rates to see if there were similarities or differences between those rates. The interaction rate for professional sports organizations' organic content was found to have a higher rate than sponsored content, and fans did not identify sponsors included in the content. Instead, the fans identified the team or athletes comprised in the content. I conducted a content analysis with the help of four axiomatic positions related to CTI. The axiomatic positions of CTI I used to help identify fan identity were identities that have both content and relationship levels of interpretation and have individual, social, and communal properties. Also, identities are codes expressed in conversations and define membership in communities and have semantic properties representing core symbols, meanings, and labels. I found fans do have a follower identity, but a sponsored post does not impact that identity. Therefore, fans looked at the content for face value and did not notice the sponsors."--Abstract.
Author: Brian P. Dunleavy
Publisher:
ISBN:
Category :
Languages : en
Pages : 88
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Book Description
It has been well documented that professional athletes have been actively using Twitter to communicate directly with each other and their fans; however, relatively little media and/or mass communications research has explored the effect this direct communication channel has had on the role of journalists who cover these athletes. Traditionally, sports reporters have served in a gatekeeping role, deciding what news and information is worthy of coverage on the beat. The present study sought to assess how, if at all, sports reporters covering the four major U.S. sports -- baseball, basketball, football, and hockey -- are using the Twitter feeds of athletes in their coverage and what, if any, impact the Twitter presence of athletes has had on their role as gatekeepers. A search of sports beat coverage in eight daily newspapers during a one-month period yielded a total of 74 articles in which the Twitter feed of an athlete was used as a news source. A textual analysis of these articles revealed that tweets are used in place of quotes when an interview is not possible, as a source of breaking news about the athlete and/or his team, as the genesis of a story, and to gauge public sentiment toward an athlete. Interviews with 20 of the sports reporters covering the four major sports at the eight newspapers and five of the editors at these outlets confirmed these uses. Respondents also acknowledged that Twitter has enabled athletes to communicate directly with their fans without involving the traditional sports media. However, most the respondents also noted that the limitations of the medium kept their roles as reporters relevant to the fan/reader.
Author:
Publisher:
ISBN:
Category : Crisis management
Languages : en
Pages : 98
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Book Description
The purpose of this research is to examine social media controversy in the world of sports. Ten professional athletes (N=10) from the four major leagues (NFL, MLB, NBA, and NHL) in the United States are used to investigate the controversial tweets and reaction on Twitter from these tweets. The current research used a theoretical framework of users and gratification while a content analysis of the tweets (N=594) are categorized in positive, negative, or neutral reactions on Twitter. The social media platform responded the most to controversial tweets through negative responses (44.11%), compared to neutral reactions (41.92%) and positive responses (13.97%). This thesis concludes that successful displays of hegemonic masculinity can lead to higher levels of positive responses by Twitter followers. Popularity of a professional athlete also seems to indicate support on Twitter, although the sheer number of followers on the social media platform is not the same thing as a true fan following. Twitter has become a medium to increase the following of professional athletes.
Author: Andre Buhler
Publisher: Routledge
ISBN: 1136436162
Category : Business & Economics
Languages : en
Pages : 209
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Book Description
Relationship marketing is an important issue in every business. Knowing the customers and establishing, maintaining and enhancing long-term customer relationships is a key component of long-term business success. Considering that sport is such big business today, it is surprising that this crucial approach to marketing has yet to be fully recognised either in literature or in the sports business itself. Relationship Marketing in Sports aims to fill this void by discussing and reformulating the principles of relationship marketing and by demonstrating how relationship marketing can be successfully applied in practice within a sports context. Written by a unique author team of academic and practitioner experience, the book provides the reader with: the first book to apply the principles of relationship marketing specifically to a sports context case studies from around the world to provide a uniquely global approach applicable worldwide strong pedagogical features including learning outcomes, overviews, discussion questions, glossary, guided reading and web links practical advice for professional, semi-professional and non-professional sporting organisations a companion website providing web links, case studies and PowerPoint slides for lecturers. Relationship Marketing in Sports is crucial reading for both students and professionals alike and marks a turning point in the marketing of sports.
Author: Scott Rosner
Publisher: Jones & Bartlett Publishers
ISBN: 0763780782
Category : Business & Economics
Languages : en
Pages : 792
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Book Description
The Business of Sports, Second Edition is a comprehensive collection of readings that focus on the multibillion-dollar sports industry and the dilemmas faced by todays sports business leaders. It contains a dynamic set of readings to provide a complete overview of major sports business issues. The Second Edition covers professional, Olympic, and collegiate sports, and highlights the major issues that impact each of these broad categories. The Second Edition continue to provide insight from a variety of stakeholders in the industry and cover the major business disciplines of management, marketing, finance, information technology, accounting, ethics and law. In addition, it features concise introductions, targeted discussion questions, and graphs and tables to convey relevant financial data and other statistics discussed. This book is designed for current and future sports business leaders as well as those interested in the inner-workings of the industry.
Author: David M. Sutera
Publisher: Scarecrow Press
ISBN: 0810890771
Category : Sports & Recreation
Languages : en
Pages : 213
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Book Description
As of 2012, Twitter has over 100 million active users worldwide, generating close to 230 million Tweets per day. Encouraged by sports shows that incorporate social media as a major component of their programming strategies, sports fans and athletes have proven to be some of the most prolific and adept users of Twitter and other social media platforms. Social media has made it possible for fans to cross the virtual barrier that separates them from the teams they love and the athletes they follow, changing the way fans and athletes interact in the world of sports. In Sports Fans 2.0: How Fans Are Using Social Media to Get Closer to the Game, David M. Sutera explores the increasingly participatory nature of contemporary sports fandom and spectatorship. He examines the ways in which digital media has created and facilitated new channels for sports fan engagement, and how technology has enhanced the fan’s perception of participating in America’s sports culture. In addition, Sutera shows how high-profile athletes are using social media to increase their fan base and promote their own celebrity status, creating the sense that they are more accessible to their fans. Social media has forever altered the way sports fans and athletes engage with each other. Covering a wide range of sports and social media outlets, Sports Fans 2.0 is an accessible examination of how technology has changed—and will continue to change—the world of sports. Written for general readers and scholars alike, this book will appeal to anyone interested in the effects of social media on popular culture.
Author: Luke J. Hollingsworth
Publisher:
ISBN:
Category : Management
Languages : en
Pages : 36
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Book Description
This study presents the results of research conducted on Pro Bowl NFL players and their social media posting habits, specifically what type of content the players were posting on the social media platform Twitter. The purpose of this research was to identify what nine of the top ten most voted upon Pro Bowl NFL players were posting about on Twitter, in order to establish a guideline for other NFL players to use when posting on Twitter to gain more Pro Bowl votes from fans. With the high bankruptcy rate and low average length of an NFL career, it would be beneficial to NFL players to have a guideline to help them capitalize on potential bonuses like the bonuses that come with being elected to the NFL Pro Bowl. This is a qualitative research paper that uses content analysis to compare the results of data from two separate time frames. In designing this study, it was assumed that the most voted upon Pro Bowl NFL players would be posting content that would have positive effects on their relationships with fans because of their success in being in the top ten for Pro Bowl voted for NFL players, essentially using some form of Impression Management (IM) technique. Data from the content the nine subjects posted was collected during two separate time frames in order to be compared to each other. While the While the findings in this research yielded useful data as a starting point, it is not enough to make general conclusions on whether the content posted by the top voted on NFL Pro Bowl players could be used as guidelines for other NFL players to receive more fan votes.
Author: Brandi Watkins
Publisher: Rowman & Littlefield
ISBN: 1498540066
Category : Language Arts & Disciplines
Languages : en
Pages : 149
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Book Description
A strong relationship between sport fans and teams is an essential component for the success of the sport brand. This book provides an in-depth examination of the use of Twitter as a tool to enhance and maintain the fan-team relationship. As social media platforms have expanded beyond purely personal use, brands have had to adjust their strategic communication and marketing efforts. Drawing on research and theory from advertising, marketing, mass communication, and public relations, this book uses a mixed methods approach to better understand how online fan engagement using Twitter can help strengthen the fan-team relationship. Findings from this research has implications for the continued scholarly work on online engagement and relationship building as well as practical applications for effective use of Twitter as a strategic communication tool.
Author: Wang, Cheng Lu
Publisher: IGI Global
ISBN: 1799810496
Category : Business & Economics
Languages : en
Pages : 605
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Book Description
Fans of specific sports teams, television series, and video games, to name a few, often create subcultures in which to discuss and celebrate their loyalty and enthusiasm for a particular object or person. Due to their strong emotional attachments, members of these fandoms are often quick to voluntarily invest their time, money, and energy into a related product or brand, thereby creating a group of faithful and passionate consumers that play a significant role in multiple domains of contemporary culture. The Handbook of Research on the Impact of Fandom in Society and Consumerism is an essential reference source that examines the cultural and economic effects of the fandom phenomenon through a multidisciplinary lens and shapes an understanding of the impact of fandom on brand building. Featuring coverage on a wide range of topics such as religiosity, cosplay, and event marketing, this publication is ideally designed for marketers, managers, advertisers, brand managers, consumer behavior analysts, product developers, psychologists, entertainment managers, event coordinators, political scientists, anthropologists, academicians, researchers, and students seeking current studies on the global impact of this particularly devoted community.
Author: Karen Auerbach
Publisher:
ISBN:
Category : Baseball players
Languages : en
Pages : 188
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Book Description
The purpose of this study was to determine the type of Twitter usage by MLB players that has the greatest impact on the fan experience, ultimately leading to an improvement in the practices of players with regard to their use of Twitter in such a way that fans feel a greater sense of connection. With the rise in usage of the social networking site Twitter by Major League Baseball (MLB) players and fans comes a new avenue for connectivity on a level never seen before. This valuable tool for improving the fan experience has grown so quickly that studies of Twitter are scarce, despite more than 33 percent of active MLB players having verified Twitter accounts. The tweets of 20 MLB players were observed and categorized for a period of one week in order to track the current habits of players who use Twitter and determine what players are currently doing on the site that contributes to a gain in followers. Through the distribution of a survey link using Twitter, 215 respondents made up the representative sample whose answers were used in the data analysis that answered research questions about what types of tweets fans prefer, with what frequency fans want the players to tweet, and whether or not a players' Twitter use can affect their popularity as much, or more so, than their performance on the field. Some of the quantitative data were analyzed using descriptive statistics and a Likert Scale, while for yes/no questions a normal approximation to the binomial theorem was used, generating a confidence interval for the true mean. Specific acts of fan engagement by MLB players on Twitter proved to enhance the fan experience for those involved, and also led to an increase in followers for that player. While Twitter users who follow MLB players did indicate some varied levels of preference for certain types of tweets, those results were inconclusive. Above all, respondents indicated a preference for information-sharing by the players, which includes any insights by the player into games, teammates or any facet of their professional life. An abundant quantity of tweets proved to be a likely detriment to fans' level of interest when following MLB players. Finally, the examples of players who gained a substantial number of followers in one week proved that their Twitter use over that week made a difference in their level of popularity. With so many Twitter users indicating the desire for responses from MLB players, future research could examine the types of fan tweets to which the players are most likely to respond, or the types of tweets athletes send seeking responses from fans. Future research might also look at whether burnout as well as saturation will come into play as more and more athletes begin using Twitter to connect with fans. The interactions and connections can no doubt be rewarding, but demand a large chunk of time from both parties.
