Sport Business in Leading Economies
Alex C. Gang
Identifying the Different Approaches in Use of Social Media Outlets: A Case Study of German Professional Sport Teams
Fabian Kautz, Michael Schaffrath, and Alex C. Gang
The sport industry has long used social media as an effective instrument of communication. In the framework of the current study, a content analysis investigated how professional sport clubs in Germany use Facebook and Twitter. The study covers the entire 2015–16 season, which was illustrated via selectively choosing 2 weeks for data analysis; four clubs each from basketball, ice hockey, football, and handball were collected as a sample. All Facebook posts and Twitter tweets published by the 16 clubs during the 2 weeks, a total of 3,412 contributions (Facebook 717, Twitter 2,695), were included in the analysis. The codebook contained 57 variables, and this article presents the results on the identified topics of the published contents on the two social media platforms. On both platforms, the clubs under examination primarily issued statements regarding themselves and their sport-related activities. Twitter is predominantly used as a live medium during games, whereas Facebook allows for significantly greater reach. However, no sport-related differences were found between the two social media platforms.
Mega Sport Event Volunteers: Understanding the Role of Space in Social Capital Development at the PyeongChang Winter Olympic Games
Alex C. Gang, Juha Yoon, Juho Park, Sang Keon Yoo, and Paul M. Pedersen
This study explores the process of social capital development and the influence of space that leads to the formation of different types of social capital among mega sport event volunteers. A qualitative approach was utilized to ensure the collection of in-depth data on participants’ subjective volunteering experience and its relation to the creation of social capital. Findings revealed the development of social capital by the volunteers both in and out of event venues, which are defined as event related and peripheral spaces. The process of developing network through bridging was attributed to the proclivity of peripheral spaces to provide proximity and composition necessary to build and enrich interactions, while bonding was the primary mechanism to associate with others on event-related places.