Fan motives for interacting on social media – the example of the International Table Tennis Federation and Facebook
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| Format: | Artículo científico |
| Language: | en |
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Universität Bern
2017
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| _version_ | 1876489455229992960 |
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| author | Mathias Schubert |
| author_facet | Mathias Schubert |
| contents | Fan motives for interacting on social media – the example of the International Table Tennis Federation and Facebook Mathias Schubert Jannis Seyffert Salud co creation Communication fan engagement gratifications Social media has become an important tool for sport organisations to interact with fans. In particular for sports that have smaller marketing budgets and that do not receive mainstream media coverage on a daily basis, social media platforms provide unique communication and marketing opportuni- ties to overcome such challenges. This study investigates the motives of fans to communicate on the Facebook page of the International Table Tennis Federation (ITTF). It is the first study that focuses on the use of social media in the context of an international sport federation. Knowledge about the gratifications sought by fans while interacting on social media is important for organisations to de- velop more customised online content, as this may help to reach further goals such as maintaining public interest, reinforcing brand awareness or developing closer relationships with stakeholders. By identifying eight categories in our data that help understand the motives for interacting on Face- book, we extend the academic understanding of sport fans’ motives in the context of social media. Among the most frequent fans’ motives were the desire to demonstrate expertise and express emo- tional attachment as well as to seek and provide information. Based on our findings, we derive im- plications that can be relevant for managers of (niche) sport organisations with limited financial and personal resources. The first and most straightforward recommendation is to appeal to fans’ motives when interacting on social media. Making sport fans feel that their voices are heard is also crucial for increasing engagement and trust as well as strengthening relationships. 2017 artículo científico 2414-6641 https://www.redalyc.org/articulo.oa?id=677873362009 en http://www.redalyc.org/revista.oa?id=6778 Current Issues in Sport Science application/pdf Universität Bern Current Issues in Sport Science (Suiza) Vol.2 |
| format | Artículo científico |
| id | redalyc_677873362009 |
| institution | Redalyc |
| language | en |
| publishDate | 2017 |
| publisher | Universität Bern |
| spellingShingle | Fan motives for interacting on social media – the example of the International Table Tennis Federation and Facebook Mathias Schubert Salud co creation Communication fan engagement gratifications Fan motives for interacting on social media – the example of the International Table Tennis Federation and Facebook Mathias Schubert Jannis Seyffert Salud co creation Communication fan engagement gratifications Social media has become an important tool for sport organisations to interact with fans. In particular for sports that have smaller marketing budgets and that do not receive mainstream media coverage on a daily basis, social media platforms provide unique communication and marketing opportuni- ties to overcome such challenges. This study investigates the motives of fans to communicate on the Facebook page of the International Table Tennis Federation (ITTF). It is the first study that focuses on the use of social media in the context of an international sport federation. Knowledge about the gratifications sought by fans while interacting on social media is important for organisations to de- velop more customised online content, as this may help to reach further goals such as maintaining public interest, reinforcing brand awareness or developing closer relationships with stakeholders. By identifying eight categories in our data that help understand the motives for interacting on Face- book, we extend the academic understanding of sport fans’ motives in the context of social media. Among the most frequent fans’ motives were the desire to demonstrate expertise and express emo- tional attachment as well as to seek and provide information. Based on our findings, we derive im- plications that can be relevant for managers of (niche) sport organisations with limited financial and personal resources. The first and most straightforward recommendation is to appeal to fans’ motives when interacting on social media. Making sport fans feel that their voices are heard is also crucial for increasing engagement and trust as well as strengthening relationships. 2017 artículo científico 2414-6641 https://www.redalyc.org/articulo.oa?id=677873362009 en http://www.redalyc.org/revista.oa?id=6778 Current Issues in Sport Science application/pdf Universität Bern Current Issues in Sport Science (Suiza) Vol.2 |
| title | Fan motives for interacting on social media – the example of the International Table Tennis Federation and Facebook |
| topic | Salud co creation Communication fan engagement gratifications |
| url | https://www.redalyc.org/articulo.oa?id=677873362009 |