How Do You “Like” My Style? Examining How Communication Style Influences Facebook Behaviors

in International Journal of Sport Communication
View More View Less
  • 1 Texas A&M University, USA
Restricted access

Purchase article

USD  $24.95

Student 1 year online subscription

USD  $66.00

1 year online subscription

USD  $88.00

Student 2 year online subscription

USD  $125.00

2 year online subscription

USD  $167.00

Given the increasing popularity of social-networking sites, it is extremely important for brand managers involved with Internet-based communication platforms to evaluate whether their communication strategies are positively influencing user attitudes and behaviors toward their brands. This article aims to address this need by investigating how sports fans respond to various marketing communication styles via Facebook posts. Using a case-manipulation design, this study empirically examines the relation among communication styles and individual willingness to engage in 4 common Facebook behaviors (i.e., “comment,” “like,” “share,” and “RSVP”). The results indicate that a personal communication style enhanced individual willingness to “comment” on Facebook posts, while the colorful style enhanced individual willingness to “like” and “RSVP” to Facebook events.

Hodge and Pederson are students, and Walker, their advisor, in the Dept. of Sport Management, Texas A&M University, College Station, TX.

Address author correspondence to Courtney Hodge at
All Time Past Year Past 30 Days
Abstract Views 995 782 149
Full Text Views 4 2 0
PDF Downloads 5 3 0