東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

An examination of Twitter's role in ...

Yoon, Sukjoon.

Linked to FindBook

Google Book

Amazon

博客來

An examination of Twitter's role in the formation of collegiate sport fans' allegiance using the revised psychological continuum model (pcm).

Record Type:	Language materials, printed : Monograph/item
Title/Author:	An examination of Twitter's role in the formation of collegiate sport fans' allegiance using the revised psychological continuum model (pcm)./
Author:	Yoon, Sukjoon.
Description:	127 p.
Notes:	Source: Masters Abstracts International, Volume: 52-04.
Contained By:	Masters Abstracts International52-04(E).
Subject:	Business Administration, Sports Management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1551447
ISBN:	9781303692116

An examination of Twitter's role in the formation of collegiate sport fans' allegiance using the revised psychological continuum model (pcm).
Yoon, Sukjoon.

An examination of Twitter's role in the formation of collegiate sport fans' allegiance using the revised psychological continuum model (pcm). - 127 p.

Source: Masters Abstracts International, Volume: 52-04.

Thesis (M.S.)--Clemson University, 2013.

Allegiance has long been considered one of the most notable research topics in sport studies (Funk & Pastore, 2000; Wann & Branscombe 1990). Allegiant fans are those who have formed strong connections to their favorite team, and these attitudes strengthen their psychological involvement. Twitter has grown dramatically since its inception in 2006, totaling more than 500 million users as of early 2013 (Gupta, Goel, Lin, Sharma, Wang, & Zadeh, 2013). Twitter is one of the most popular communication technologies used by both fans and sport organizations (Clavio, 2011), and allows individuals, organizations, and other social groups to connect with one another (Hambrick, Simmons, Greenhalgh, & Greenwell, 2010). The purpose of this study was to examine the mediating effects of Twitter on the formation of fan allegiance using the revised Psychological Continuum Model (PCM), which reflects fans' psychological development to allegiance with a particular sport team. Subjects (N = 412) were collected from fans attending four men's baseball games at Clemson university during the spring 2013 season. Of the 412 collected surveys, only 212 were Twitter users who followed the Clemson Men's Baseball team's Twitter account. The results demonstrated a significant relationship between Twitter usage and team allegiance reflected through a high level of psychological connection to a specific team. Based on the results of this study, practitioners can identify a unique market segment from surveyed participants, which could help them attract and reach team allegiance through Twitter. Specifically, more Twitter usage regarding a specific team influences fans with weak attachments, to strengthen their attachment toward a team and increase their Twitter usage. Since this study shows the positive relationship between the frequency of Twitter usage and fan allegiance, it could target participants with lesser Twitter usage to increase their frequency, thus, increasing new marketing and communication strategy related to Twitter. Finally, the empirical evidence of this study can provide a better understanding of the growing phenomena of social media and the trends of Twitter usage in sport study context. This study could extend to include other kinds of social media and their effectiveness during interactions between sport organizations and sport fans.

ISBN: 9781303692116Subjects--Topical Terms:

1669318
Business Administration, Sports Management.

An examination of Twitter's role in the formation of collegiate sport fans' allegiance using the revised psychological continuum model (pcm).
LDR:03290nam a2200289 4500 001 1964215
005 20141015113813.5
008 150210s2013 ||||||||||||||||| ||eng d
020 $a 9781303692116
035 $a (MiAaPQ)AAI1551447
035 $a AAI1551447
040 $a MiAaPQ $c MiAaPQ
100 1 $a Yoon, Sukjoon. $3 2100625
245 1 3 $a An examination of Twitter's role in the formation of collegiate sport fans' allegiance using the revised psychological continuum model (pcm).
300 $a 127 p.
500 $a Source: Masters Abstracts International, Volume: 52-04.
500 $a Adviser: Sheila Backman.
502 $a Thesis (M.S.)--Clemson University, 2013.
520 $a Allegiance has long been considered one of the most notable research topics in sport studies (Funk & Pastore, 2000; Wann & Branscombe 1990). Allegiant fans are those who have formed strong connections to their favorite team, and these attitudes strengthen their psychological involvement. Twitter has grown dramatically since its inception in 2006, totaling more than 500 million users as of early 2013 (Gupta, Goel, Lin, Sharma, Wang, & Zadeh, 2013). Twitter is one of the most popular communication technologies used by both fans and sport organizations (Clavio, 2011), and allows individuals, organizations, and other social groups to connect with one another (Hambrick, Simmons, Greenhalgh, & Greenwell, 2010). The purpose of this study was to examine the mediating effects of Twitter on the formation of fan allegiance using the revised Psychological Continuum Model (PCM), which reflects fans' psychological development to allegiance with a particular sport team. Subjects (N = 412) were collected from fans attending four men's baseball games at Clemson university during the spring 2013 season. Of the 412 collected surveys, only 212 were Twitter users who followed the Clemson Men's Baseball team's Twitter account. The results demonstrated a significant relationship between Twitter usage and team allegiance reflected through a high level of psychological connection to a specific team. Based on the results of this study, practitioners can identify a unique market segment from surveyed participants, which could help them attract and reach team allegiance through Twitter. Specifically, more Twitter usage regarding a specific team influences fans with weak attachments, to strengthen their attachment toward a team and increase their Twitter usage. Since this study shows the positive relationship between the frequency of Twitter usage and fan allegiance, it could target participants with lesser Twitter usage to increase their frequency, thus, increasing new marketing and communication strategy related to Twitter. Finally, the empirical evidence of this study can provide a better understanding of the growing phenomena of social media and the trends of Twitter usage in sport study context. This study could extend to include other kinds of social media and their effectiveness during interactions between sport organizations and sport fans.
590 $a School code: 0050.
650 4 $a Business Administration, Sports Management. $3 1669318
650 4 $a Speech Communication. $3 1017408
650 4 $a Recreation. $3 535376
690 $a 0430
690 $a 0459
690 $a 0814
710 2 $a Clemson University. $b Parks, Recreation, and Tourism Management. $3 1022803
773 0 $t Masters Abstracts International $g 52-04(E).
790 $a 0050
791 $a M.S.
792 $a 2013
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1551447