User engagement from within the Twitter community of professional sport organizations

Naraine, Michael L.; Wear, Henry; Whitburn, Damien

doi:10.1080/23750472.2019.1630665

Cited by 31 publications

(22 citation statements)

References 51 publications

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“…Given this distinction, there is greater clarity as to why the active brand community was a tight crowd and not, as an example, a broadcast network that proliferates and spreads through eWOM (Hambrick & Pegroaro, 2014). More recent scholarship on follower networks and their characteristics (e.g., Naraine, 2019;Naraine et al, 2019) would suggest congruence with a brand or community cluster-type network, with its low density and emergence of segments that are interconnected but engaged in sporadic conversation (Himelboim et al, 2017). Users in those follower networks could engage with multiple brands and topics using a variety of hashtags but maintain their association to the focal brand through their followership.…”

Section: Discussionmentioning

confidence: 99%

“…These RQs aim to build on the existing sport brand community and sport social network literature by bridging the gap between what is known about sport brand communities and the impacts they have on consumers (e.g., Hedlund, 2014;Heere et al, 2011;Katz & Heere, 2013 and what is known about the descriptive nature of social media behavior with sport social media networks (e.g., Naraine et al, 2019;Pegoraro et al, 2017). While it has been found that sport brand communities are characterized by the existence of the same key community markers as traditional brand communities (Katz & Heere, 2013), there exists an opportunity to further explore the behaviors of sport brand community members, particularly those within a social media sport brand community.…”

Section: Brand Communities In the Social Spherementioning

confidence: 99%

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#WeTheNorth: Examining an Online Brand Community Through a Professional Sport Organization’s Hashtag Marketing Campaign

Naraine

Pegoraro

Wear

2019

Communication & Sport

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The use of hashtags has become an important strategy in digital marketing, anchoring online conversations. The conversations stemming from the use of hashtags can comprise both meaningful dialogue between users and brands, and one-off spontaneous sentiments. As such, hashtags can aid in the formation of a team’s online brand community and can be useful to understand and target key segments of users. In this research, an examination of the Toronto Raptors’ #WeTheNorth campaign in the National Basketball Association was engendered to highlight (a) the types of communication networks formed through the use of the hashtag and (b) the types of segments that are derived from the hashtag (as well as their characteristics). The findings present insights that provide pertinent antecedents for future marketing activities for sport brands as they seek to develop communities of identified fans.

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Section: Discussionmentioning

confidence: 99%

Section: Brand Communities In the Social Spherementioning

confidence: 99%

#WeTheNorth: Examining an Online Brand Community Through a Professional Sport Organization’s Hashtag Marketing Campaign

Naraine

Pegoraro

Wear

2019

Communication & Sport

Self Cite

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“…Despite that, social outreach has become an important digital opportunity for business (Kaplan & Haenlein, 2010). This has also been the case in sport, where fans now engage with brands throughout their daily routines, indicative of the need for sport organizations to adopt and adjust their social operations in kind (Naraine, Wear, & Whitburn, 2019). Thus, there exists a precedent for the sport industry moving toward integrating digital tools when they have become too important not to integrate into the core business.…”

Section: What Is Ai and Why Now?mentioning

confidence: 99%

“…A third challenge is sport organizations using AI to try and alleviate other deficiencies that exist within the organization. There are a host of challenges that sport organizations are currently experiencing such as their social presence (Naraine, 2019a;Naraine et al, 2019), and those digital tools may require further attention-particularly from a capacity standpoint (Abeza et al, 2019)-before new technology tools like AI are embraced.…”

Section: Integration Challengesmentioning

confidence: 99%

Going All in on AI

Naraine

Wanless

2020

sij

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The sport industry has become increasingly more complex with the expanse of digital technology such as fiber optic internet access, 5G wireless communication, and blockchain, just to name a few. These advancements have shifted the amount and variety of data produced and available for analysis by sport organizations. Yet, sport organization front offices remain well behind other industry segments (e.g., retail, communications) in regard to handling, processing, and analyzing the volume and variety of data to advance business objectives. In this brief, we introduce the notion of artificial intelligence (AI) to sport management. While AI, as a concept, has been discussed for more than 50 years, this article provides a definition and overview of its historical trajectory for sport managers. Concurrently, the article also identifies the value proposition for AI capability, notably the natural language processing across four customer-centered domains: 1) listening to the public narrative, 2) automating the sales process, 3) computerized consumer content, and 4) self-operating service. Integration challenges are also addressed for sport organizations as they seek to increase their digital competence, achieve competitive advantage through technical innovations, and ultimately become more efficient in a data-driven world.

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“…The field of sports has not been exempt [6], with these tools having a profound impact on the dissemination and consumption of sport [7]. Social media provides a unique atmosphere where sport stakeholders, including (but not limited to) athletes, sponsors, governing bodies and fans, can communicate and engage [8]. On the other hand, social media's role has become even more relevant during the COVID-19 pandemic [9].…”

Section: Introductionmentioning

confidence: 99%

Development and Preliminary Validation of Social Media as an Educational and Professional Tool Student Perceptions Scale (SMEPT-SPS)

et al. 2021

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Although social media has an increasing presence both in university and sports settings, in the sports-management education context, no instruments (without being focused on one particular social-media platform, e.g., Facebook and Twitter) have been developed and validated that globally allow the academy to explore the perceptions of sports-management students concerning the educational and professional learning potential that these tools offer. Therefore, this research’s main objective is to develop and perform a preliminary validation of the social media as an educational and professional tool student perceptions scale (SMEPT-SPS). This study sample was composed of 90 Spanish undergraduate sports-management students (M = 22.56; SD = 3.55). A multigroup confirmatory factor analysis was performed to examine the psychometric properties of the SMEPT-SPS. The statistical analysis reflects the scale’s three-dimensional nature, explaining 67.87% of the variance and presents adequate psychometric properties (α = 0.87). Nevertheless, further validity and reliability analysis are required to confirm these initial findings with a larger and more representative sample. Considering the foregoing limitation, this research contributes to the literature by providing a new instrument, the SMEPT-SPS, that could help sports-management faculty expand the scope and understanding of social media’s educational and professional potential.

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User engagement from within the Twitter community of professional sport organizations

Cited by 31 publications

References 51 publications

#WeTheNorth: Examining an Online Brand Community Through a Professional Sport Organization’s Hashtag Marketing Campaign

#WeTheNorth: Examining an Online Brand Community Through a Professional Sport Organization’s Hashtag Marketing Campaign

Going All in on AI

Development and Preliminary Validation of Social Media as an Educational and Professional Tool Student Perceptions Scale (SMEPT-SPS)

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