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Game Changer: Identifying the Relationships Between Teams’ and Leagues’ Social Media Presence on Fan Behavior and Engagement: Initial Study and Directions for Future Research

Andreski, Grace Elizabeth
http://orcid.org/0000-0002-0619-7022
http://rave.ohiolink.edu/etdc/view?acc_num=walshhonors1650296211265514

Abstract Details

2022, Bachelor of Arts, Walsh University, Honors.
Each year social media usage increases which creates new opportunities for marketers to promote their products and brands. Sports teams and athletes are joining social media platforms and creating their own unique accounts (Cooper, 2015). Fans and followers, new and old, are discovering these teams and athletes while building relationships (Kentrin, 2020). Social media has also proven to be a useful tool in building two-way relationships between teams and spectators (Joanna & Zuzanna, 2020). This has also reigned true in building a team or personal athlete brand (Witz, 2020). Through different sports marketing social media strategies, marketers are learning how to engage fans, increase attendance, and stand apart from other teams (O’Hallarn et al., 2016). The manner in which a fan behaves and engages with different teams and athletes is influenced by social interactions, deals, promotions, giveaways, and relationships with teams and athletes (Fink et al., 2002; Perrault, 2016). Through new applications (apps), athletes and fans are spending more time online (Samet, 2020). These apps allow fans to witness new sides to athletes and teams through increased content which, consequently, helps form connections between fans and athletes (Sharpe et al., 2020). This research analyzed the relationships between teams’ and leagues' social media presence on fan behavior by conducting in-depth one-on-one interviews with professionals working in the sports industry at the professional and collegiate levels. A total of eight professionals were interviewed from eight different sports. Questions asked specifically addressed how social media platforms such as Instagram, Facebook, Twitter, and TikTok have affected ticket sales, fan attendance/tune-in rates, engagement, brand loyalty, and merchandise purchases. Using content analysis, best practices were determined for increasing engagement and fan behavior and understanding the relationships created on social media. The significance of this research is to provide insights to others in the sports marketing industry to better benchmark their own social media practices and adopt new strategies.
Julie Szendrey (Advisor)
Nina Rytwinski (Committee Co-Chair)
Patricia Berg (Other)
47 p.
Marketing; Sports Management
sports marketing; social media; social media marketing; professional sports; collegiate sports; men's sports; women's sports; marketing; Instagram; Twitter; Facebook; YouTube; TikTok; NBA; WNBA; MLB; NFL; business; advertising; sports graphics; sports influencers; engagement; fan behavior; sports fan behavior; sports engagement

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Citations

  • Andreski, G. E. (2022). Game Changer: Identifying the Relationships Between Teams’ and Leagues’ Social Media Presence on Fan Behavior and Engagement: Initial Study and Directions for Future Research [Undergraduate thesis, Walsh University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=walshhonors1650296211265514

    APA Style (7th edition)

  • Andreski, Grace. Game Changer: Identifying the Relationships Between Teams’ and Leagues’ Social Media Presence on Fan Behavior and Engagement: Initial Study and Directions for Future Research . 2022. Walsh University, Undergraduate thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=walshhonors1650296211265514.

    MLA Style (8th edition)

  • Andreski, Grace. "Game Changer: Identifying the Relationships Between Teams’ and Leagues’ Social Media Presence on Fan Behavior and Engagement: Initial Study and Directions for Future Research ." Undergraduate thesis, Walsh University, 2022. http://rave.ohiolink.edu/etdc/view?acc_num=walshhonors1650296211265514

    Chicago Manual of Style (17th edition)

walshhonors1650296211265514
310
© 2022, all rights reserved.
This open access ETD is published by Walsh University Honors Theses and OhioLINK.