To post or not to post: social media sharing and sporting event performance

Abstract

Social networks are becoming increasingly important for consumers, especially in the context of sport, where the service experience is highly intense. Few studies have combined subjective event performance variables and social network variables to analyze social network content sharing by sports practitioners. This article investigates the use of social networks in relation to sporting events. An empirical study examined the role of social network variables and sporting event performance variables in social media use. The sample consisted of 410 triathletes (72.2% male) aged between 18 and 66 years (mean 37.03 ± 8.62). Four analyses were performed using fuzzy‐set qualitative comparative analysis to examine the causes of sharing comments through social media, sharing photos and videos on social media, participant satisfaction, and word‐of‐mouth (WOM). The event's general image was a necessary condition in all cases. The combination of participants’ satisfaction and positive event image and the combination of social network use and positive event image lead to social network content sharing by athletes. The combination of positive event image and participant satisfaction leads to a positive WOM.

Future Intentions of Fitness Center Customers: Effect of Emotions, Perceived Well-Being and Management Variables

“…Therefore, in this research, we have used qualitative comparative analysis (fsQCA), a technique that allows one to know the combination of causal conditions that explain a specific outcome (equifinality) since this is a method of intersections where we know the contribution of each variable and the relationship between them in the prediction of a variable. In recent years, there has been a substantial increase in the number of studies using this methodology as part of the analysis of data in the field of sports management ( Prado-Gascó et al, 2017 ; Alonso-Dos-Santos et al, 2018 ; Clausen et al, 2018 ; Väätäinen and Dickenson, 2019 ).…”

Conceptualización de los medios sociales: oportunidades para la gestión del deporte (Conceptualisation of Social Media: opportunities for Sport Management)

“…Por un lado, aficionados y simpatizantes del deporte utilizan los medios sociales para seguir la actualidad de sus equipos favoritos, dirigirse a los deportistas, comentar en vivo los partidos, jugar ligas virtuales, ver partidos en streaming o comprar productos, entre otros muchos usos. Por el otro, atletas, clubes, federaciones, etc., sobre todo en el ámbito del alto rendimiento, han acogido también de forma positiva la llegada de los medios sociales desde su irrupción, utilizándolos como una forma de desarrollar y vender su marca personal (Geurin & Burch, 2017), a la par que son usados como vehículo de interacción y comunicación directa con los aficionados y otro tipo de consumidores (Prado-Gascó et al, 2017;Vale & Fernandes, 2018). Ejemplo de ello lo podemos encontrar en medios sociales como Twitter o Instagram, donde los deportistas y clubes profesionales superan en algunos casos los millones de seguidores.…”

“…Dada la relevancia de los medios sociales para diversos stakeholders y de las numerosas consecuencias asociadas a su uso, los medios sociales han recibido la atención de los investigadores de diversas disciplinas académicas (Kapoor, Tamilmani, Rana, Patil, Dwivedi & Nerur, 2018). El campo de estudios de la gestión del deporte no ha sido ajeno al auge de los medios sociales, incorporándolos como una nueva forma de comunicarse con grupos de interés, tal y como reflejan algunos estudios recientes (Anagnostopoulos, Parganas, Chadwick & Fenton, 2018;Alonso-Dos-Santos, Rejón-Guardia, Pérez-Campos, Calabuig-Moreno & Ko, 2018;Billings, Broussard, Xu & Xu, 2018;García-Fernández, Elasri-Eijaberi, Pérez-Tur, Triadó-Ivern, Herrera-Torres & Aparicio-Chueca, 2017;García-Fernández, Fernández-Gavira, Durán-Muñoz & Vélez-Colón, 2015;Herrera-Torres, Pérez-Tur, García-Fernández & Fernández-Gavira, 2017;Laurell & Söderman, 2018;Nisar, Prabhakar & Patil, 2018;Prado-Gascó, Calabuig-Moreno, Añó-Sanz, Núñez-Pomar & Crespo-Hervás, 2017;Spinda & Puckette, 2018;Vale & Fernandes, 2018).…”

Understanding content sharing on the internet: test of a cognitive-affective-conative model

“…This indicates a cognitive-affective-conative framework of UGC behavior (Kim et al, 2013;Lim and Kim, 2020;Oliver, 1999). Recent research has investigated online content sharing by using database analysis (Tellis et al, 2019), statistical modeling (Peng et al, 2018;Shi et al, 2014), qualitative comparative analysis (Prado-Gasc o et al, 2017) and time-series approaches (Cavusoglu et al, 2016). However, the underlying mechanisms that facilitate users to engage in online content sharing appears to be less empirically examined (e.g.…”