Understanding fan motivation for interacting on social media |
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| Institution: | 1. RMIT University, School of Economics, Finance & Marketing, Level 11, 445 Swanston Street, Melbourne 3000, Australia;2. Boston University, School of Management, 595 Commonwealth Avenue, Boston, MA 02115, United States;3. RMIT University, School of Economics, Finance & Marketing, Level 10, 445 Swanston Street, Melbourne 3000, Australia;1. St. Ambrose University, Department of Kinesiology, Davenport, IA 52803, United States;2. University of Arkansas, Department of Health, Human Performance and Recreation, Fayetteville, AR 72701, United States;3. Brock University, Faculty of Applied Health Sciences, St. Catharines, ON L2S 3A1, Canada;4. University of Arkansas, Department of Rehabilitation, Human Resources and Communication Disorders Fayetteville, AR 72701, United States;1. Faculty of Business & Enterprise, Swinburne University, John St, Hawthorn, Victoria 3122, Australia;2. School of Management and Marketing, Deakin University, 221 Burwood Highway, Burwood, Victoria 3125, Australia;1. Temple University, United States;2. Griffith University, Australia;1. Syracuse University, S.I. Newhouse School of Public Communications, Department of Public Relations, 215 University Place, Syracuse, NY 13244, United States;2. SBS (Seoul Broadcasting System), Public Relations Department, 161 Mokdongseo-ro, Yangcheon-Ku, Seoul 158-051, Republic of Korea;3. Dankook University, Department of Sports Management, Republic of Korea;4. Director of Media Interface and Network Design (M.I.N.D.) Labs, Newhouse Endowed Chaired Professor, S.I. Newhouse School of Public Communications, Syracuse University, 215 University Place, Syracuse, NY 13244-2100, United States;5. Department of Interaction Science, 25-2 Sungkyunkwan-ro, Jongno-gu, Seoul, Republic of Korea |
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| Abstract: | Social media provide fans with an additional means to engage with their team and are a valuable forum for sport organizations to better understand fan motivations and strengthen fan relationships. This study contributes to emerging research on the nature of social media use by revealing the motivations underpinning the desire of fans to communicate on the Facebook sites of several National Basketball Association (NBA) teams. Our findings indicate that fans exercise four key motives as they draw value from the social media enabled connection to the team: passion, hope, esteem and camaraderie. Further, and in light of our understanding of these motives, we identify how this platform can be used to facilitate interaction, a key construct in relationship marketing. A content analysis, using a netnographic methodology, was undertaken to explore online comments by fans of eight purposefully selected NBA teams over a two-week period during the off-season. This period represents strong potential for isolating highly identified fans who are motivated to seek engagement and interaction. Implications for sport managers to further relational goals are identified. |
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| Keywords: | Sport marketing Social media Motivation Interaction Relationship marketing |
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