This study analyzes how interactivity on Facebook relates to users’ browsing behaviors such as clicking a link, visiting a Web site, clicking articles on a Web site, and spending time on a sports news Web site. Regression analyses of 502 Facebook posts and the corresponding news articles show that the number of individuals who clicked on a link is not related to higher levels of interactivity, but an increase in interactivity did affect the number of overall visits generated. In addition, higher levels of interactivity had a slight negative correlation with the number of pages visited and the time spent on an organization’s Web site. Implications for the training and work routines of sport communication professionals in organizations, journalism, and public relations are discussed.
Jan Boehmer and Stephen Lacy
Jan Boehmer and Edson C. Tandoc Jr.
The current study explored factors influencing content sharing on Twitter in the context of sport news. It employed a 2-step text-based analysis combining qualitative and quantitative approaches and found that 3 main categories of factors are influencing retweeting decisions: characteristics of the source, characteristics of the message, and characteristics of the user. A subsequent hierarchical-regression analysis revealed that factors related to a user’s encounter of a Tweet are the best predictor of retweeting intentions. More specifically, interest in the exact topic of the tweet, the perceived relevance that the tweet might have for the user’s own followers, and similarity in opinion play important roles. Implications for communication practitioners, as well as research investigating human behavior on social media, are discussed.