Rivalry Influences on Fan Engagement Within Twitter

Research Anthology on Business Strategies, Health Factors, and Ethical Implications in Sports and eSports Pub Date : 1900-01-01 DOI:10.4018/978-1-5225-8125-3.CH002

M. G. Harrolle, Janelle E. Wells

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引用次数: 1

Abstract

Rivalries and social media influence the way individuals consume, produce, and experience sport. Thus, the purpose of the study was to understand the effects of sport rivalries on fan engagement within Twitter for segments of the Manchester United Football Club's business ecosystem (i.e., team brand, news-based fan club, unofficial fan club, and firm). First, the authors examined how specific Twitter content affected fan engagement during rivalry matches. Second, the authors compared fan engagement and virtual maltreatment within the segments of the Manchester United ecosystem. An analysis of 2,750 tweets from Manchester United's ecosystem during the 2015-2016 season was conducted. Results demonstrated a significant rivalry effect on fan engagement across all segments of Manchester United's ecosystem, and a significant virtual maltreatment effect on fan engagement during rivalry matches for the news-based fan club, unofficial fan club, and firm. Findings from the study provide practical and theoretical implications for marketing competitive relationships.

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Twitter内部竞争对粉丝参与的影响

竞争和社交媒体影响着个人消费、生产和体验体育的方式。因此，本研究的目的是了解体育竞争对曼联足球俱乐部商业生态系统(即球队品牌、基于新闻的球迷俱乐部、非官方球迷俱乐部和公司)Twitter内球迷参与度的影响。首先，作者研究了特定的推特内容是如何影响比赛期间粉丝参与度的。其次，作者比较了曼联生态系统中球迷参与和虚拟虐待的情况。对2015-2016赛季曼联生态系统的2750条推文进行了分析。结果表明，在曼联生态系统的所有环节中，竞争对球迷参与都有显著的影响，而在竞争比赛中，基于新闻的球迷俱乐部、非官方的球迷俱乐部和公司的球迷参与都有显著的虚拟虐待效应。研究结果为营销竞争关系提供了实践和理论启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Research Anthology on Business Strategies, Health Factors, and Ethical Implications in Sports and eSports

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