In the sport management literature, limited attention has been devoted to the conceptualization and measurement of fan engagement. Two quantitative studies were completed to validate the proposed fan-engagement scale composed of three defining elements (management cooperation, prosocial behavior, and performance tolerance). The results from Study 1 provide evidence of convergent and discriminant validity for the threefactor model of fan engagement. In Study 2, we assess nomological validity by examining the antecedents and consequences of fan engagement and found that team identification and basking in reflected glory played a particularly important role in increasing the three dimensions of fan engagement. Furthermore, the results indicate that performance tolerance has a positive effect on purchase intention. These findings highlight the importance of the sequential relationships between team identification, performance tolerance, and purchase intention.
Masayuki Yoshida, Brian Gordon, Makoto Nakazawa and Rui Biscaia
Daniel Maderer, Petros Parganas and Christos Anagnostopoulos
) classifications of brand associations. The trend of increased interaction observed in the sample highlights the relevance of analyzing a brand’s value from the perspective of the consumer rather than from that of the brand owner’s and confirms the influence of brand attributes on fan engagement over time. In
Joseph Ray, Jimmy Smith and Brian Fowler
Social media has become a powerful source of sports information. The uncertainty of outcomes of a sporting event is a contributing factor to fan satisfaction, which in turn affects fans’ social-media habits. If teams can determine specific factors that affect these social-media habits, marketing conclusions can be drawn. The current research followed the Twitter accounts of 4 National Hockey League (NHL) teams throughout the 2015 NHL postseason to observe changes in fan engagement. The results displayed increasing growth during each subsequent round of the Stanley Cup playoffs, which indicates an advantageous time to gain fans and develop brand loyalty. The current research showed that retweets and favorites earned on team tweets were shown to have the greatest correlation to followers gained. The growth demonstrated during the postseason provides sports organizations the opportunity to cultivate a strong and loyal following for their teams through strategic marketing initiatives.
This case study investigated athletes’ use of a specific social-media platform—Twitter. Social media are a rising force in marketing and have been fully embraced by the sport industry, with teams, leagues, coaches, athletes, and managers establishing presences. Primarily these presences have been focused on Twitter, a microblogging site that allows users to post their personal thoughts in 140 characters or less. Athletes, in particular, have engaged in tweeting at a fast pace, which raises the question, What are they saying? This case study investigated the tweets of athletes over a 7-d period in an attempt to answer that question. The findings indicate that athletes are talking predominantly about their personal lives and responding to fans’ queries through Twitter. The results indicate that Twitter is a powerful tool for increasing fan–athlete interaction.
Brandi Watkins and Regina Lewis
In this case study, the authors take a first look at how professional sports teams are using mobile apps as part of their branding and marketing strategies, as well as to enhance fan experience. Through the use of quantitative content-analysis methodology, professional sports teams’ mobile apps (N = 72) are analyzed to assess branding and marketing strategies and opportunities for fan engagement. The branding strategies most prevalent on the mobile apps include information about the teams and their performance. In terms of marketing strategies, 32 of the mobile apps provide an opportunity for fans to purchase team merchandise, and 75% provide an opportunity for fans to purchase tickets. Fan-engagement features that were most prevalent in mobile apps include check-in features (40%) and fantasy-league information (33%). Nearly 90% of mobile apps in the sample integrated Twitter, while 65% provided fans with access to Facebook.
Chris Gibbs, Norm O’Reilly and Michelle Brunette
Without exception, all professional sport teams in North America use social media to communicate with fans. Sport communication professionals use Twitter as one of the strategic tools of engagement, yet there remains a lack of understanding about how users are motivated and gratified in their Twitter use. Drawing on a specific sample from the Twitter followers of the Canadian Football League, the researchers used semistructured in-depth interviews, content analysis, and an online survey to seek an understanding of what motivates and satisfies Twitter followers of professional sport teams, measured through the gratifications sought and the fulfillment of these motives through the perceived gratifications obtained. The results add to the sport communications literature by finding 4 primary gratifications sought by Twitter users: interaction, promotion, live game updates, and news. Professional sport teams can improve strategic fan engagement by better understanding how Twitter followers use and seek gratification in the social-media experience.
) stand out as confusing and misplaced. While the topic of social media is vital and the authors do a good job defining terms and discussing their importance in fan engagement and sport-brand management, the topic felt out of place and the chapter lacked the depth and substance of other contributions
greater diversity of content. Second, there remain areas within the book where the theory utilized could be updated. For example, the growing literature on sport consumer behavior, fan engagement, and social media influence and activism, specifically as they relate to millennials, would be helpful
Gashaw Abeza, Norm O’Reilly and Benoit Seguin
valuable football teams in each of England, Spain, Germany, Italy, and France’s premier leagues, they identify the range of brand associations that are communicated and the level of online fan engagement displayed on the two social-media platforms. Finally, Achen, Kaczorowski, Horsmann, and Ketzler use
Ceyda Mumcu and Gil Fried
analytics marketing? SAS white paper . Green , F. ( 2015 , November 5 ). Social CRM: Debunking the myth. Fan engagement 2015: Data-driven marketing best practices . Presented at Sport Analytics Europe Conference . Retrieved from http://www.sportsanalyticseurope.com/presentations-fan-engagement