The value of Twitter for sports fans

Williams, Jo; Chinn, Susan J.; Suleiman, James

doi:10.1057/dddmp.2014.36

Cited by 33 publications

(16 citation statements)

References 28 publications

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“…Athletes have been encouraged to adopt a more active approach in their public presentation via social media (e.g., Lebel & Danylchuk, 2012;Smith & Sanderson, 2015) and to focus their "away from the game" presentation on authenticity (Smith & Sanderson, 2015, p. 355). Sport marketing literature has also revealed that social media is aiding organizations and athletes in increasing fan identification (e.g., Meng, Stavros, & Westberg, 2015;Williams, Chinn, & Suleiman, 2014) and brand awareness (e.g., Na, Kunkel, & Doyle, 2020;Pegoraro, Scott, & Burch, 2017). Social media can create unique and powerful opportunities for high-profile athletes to capitalize on through increased athlete-fan interaction (Pegoraro, 2010) in a cost-effective manner (Filo et al, 2015).…”

Section: Social Media and Sportmentioning

confidence: 99%

The Social Media Response From Athletes and Sport Organizations to COVID-19: An Altruistic Tone

Sharpe

Mountifield

Filo

2020

International Journal of Sport Communication

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The global coronavirus (COVID-19) pandemic has resulted in restrictions on gatherings of large crowds, the suspension of live sport events across the globe, and the relegation of topical televised sport to broadcasts of past events and competitions. Consequently, there has been a shift in focus from the entertainment aspect of sport to the health and well-being aspects of sport. As athletes, teams, and sport organizations have become subject to government legislation concerning physical distancing, self-isolation, and lockdowns, the resultant spare time has presented the opportunity for individual athletes and sport organizations to pursue an approach to social media that includes viral challenges, fundraising, and socializing online. This paper provides a commentary on select high-profile athletes’ and sport organizations’ social media behavior during the COVID-19 pandemic, which has adopted an altruistic tone.

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Section: Social Media and Sportmentioning

confidence: 99%

The Social Media Response From Athletes and Sport Organizations to COVID-19: An Altruistic Tone

Sharpe

Mountifield

Filo

2020

International Journal of Sport Communication

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“…These studies demonstrated how SM can aid RM efforts by creating an environment of two-way ongoing interaction between organizations and consumers. Particularly, as Dixon, Martinez, and Martin (2015) and Williams, Chinn, and Suleiman (2014) stated, the features of SM make it a valuable platform in realizing RM goals that have been long dominated by off-line activities. These features include instantaneity, ubiquity, time unrestrained access (Williams & Chinn, 2010), and simplicity and ease of access, networking, participation, and collaboration (Ngai et al, 2015).…”

Section: Literature Reviewmentioning

confidence: 99%

Social Media in Relationship Marketing: The Perspective of Professional Sport Managers in the MLB, NBA, NFL, and NHL

Abeza

O’Reilly

Séguin

2017

Communication & Sport

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This study aims to obtain an in-depth understanding of the use, opportunities, and challenges related to social media (SM) in achieving relationship marketing (RM) goals in professional sport. Semistructured interviews were conducted with 26 managers of professional sport teams from the four major leagues in North America. Results outline the platforms adopted, the six intended objectives of SM use, the seven opportunities SM provides, and the seven challenges of SM as a RM medium. Theoretical and practical implications as well as suggestions for future research are provided.

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“…In other words, content analysis is used in evaluating, interpreting and coding textual material into valid data. Content analysis was used in several studies that examined Twitter content to measure athlete-fan interaction (Kassing & Sanderson, 2010), the value of Twitter for sports fans (Williams et al, 2014), athlete endorsements and branding (Carlson & Donovan, 2008;Smith & Sanderson, 2015), uses and gratifications (Clavio, 2008), and athlete communication (Hambrick et al, 2010;Pegoraro, 2010;Seo & Green, 2008). The abundance of studies in this area and the use of the content analysis technique for research in sports show the effective use of this technique to develop beneficial contributions.…”

Section: Content Analysismentioning

confidence: 99%

“…Twitter is the platform that is perhaps most capable of delivering the content regarding the personal and social lives of professional athletes to fans (Hambrick et al, 2010), allowing sport organizations to promote their teams and increase fan engagement (Williams, Chinn, & Suleiman, 2014) and engaging athletes in direct conversations about their lives (Pegoraro, 2010). A variety of studies have concentrated on investigating athlete communication patterns on Twitter.…”

Section: Introductionmentioning

confidence: 99%

Investigating the Differences in Twitter Content and Effectiveness Between Individual and Team Sport Athletes

Taniyev¹,

Ishaq²,

Gordon³

2018

IJBA

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While the existing literature has categorized Twitter conversations and examined gender differences in professional athletes" online self-presentation initiatives, researchers have neglected to examine the differences in Twitter presentation between individual and team sport athletes. This study examined the differences in self-promotional content and effectiveness of Twitter activity between individual and team sport athletes. The authors utilized content analysis to categorize Twitter activity while a comparison not only between different types of athletes but also within categories was conducted by analyzing composite variables. While the findings confirmed the existence of content contrasts in the promotional category, no significant differences were observed in the remaining tweet categories. The analysis of fan perceptions identified team athlete tweets as more effective aside from the promotional category. Independently, the professional category was found to be most effective amongst team athlete tweets, while the athlete exchange category was deemed most effective amongst individual athlete tweets. The current study contributed to the understanding of self-promotional tactics utilized by two categories of athletes (i.e., individual and team) through the investigation of content of tweets and fan perception analysis. Key implications for the academic field and the sport marketing industry and recommendations for future research were discussed.

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The value of Twitter for sports fans

Cited by 33 publications

References 28 publications

The Social Media Response From Athletes and Sport Organizations to COVID-19: An Altruistic Tone

The Social Media Response From Athletes and Sport Organizations to COVID-19: An Altruistic Tone

Social Media in Relationship Marketing: The Perspective of Professional Sport Managers in the MLB, NBA, NFL, and NHL

Investigating the Differences in Twitter Content and Effectiveness Between Individual and Team Sport Athletes

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