Looking for Information in All the Right Places? Outlet Types of Social Media Information and National Basketball Association Fan Desires
in International Journal of Sport CommunicationClick name to view affiliation
A national sample of 390 self-identified National Basketball Association (NBA) fans were asked motivational differences regarding use of four unique forms of social media information offerings: team-managed, media-managed, fan-managed and player-managed outlets. While entertainment emerged as the top motivational factor across all four offerings, many significant differences were found among the four information offerings in relation to 12 key uses and gratifications. Revealing which information offerings users tend to use when attempting to fulfill a specific gratification, this study yields insights for academicians and sport practitioners, pinpointing distinctive features of different social media platforms to frame social media goals, as well as matching the perceived strengths and features of a particular platform and information offering.
Lewis and Blakey are with the Dept. of Human Nutrition and Hospitality Management; Brown, the Dept. of Advertising and Public Relations; Hakim, the Dept. of Communication Studies; and Billings, the Dept. of Journalism and Creative Media, University of Alabama, Tuscaloosa, AL.
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