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How professional sport organizations...

Zimmerman, Matthew H.

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How professional sport organizations utilize Facebook to engage their target publics.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	How professional sport organizations utilize Facebook to engage their target publics./
作者:	Zimmerman, Matthew H.
面頁冊數:	228 p.
附註:	Source: Dissertation Abstracts International, Volume: 76-01(E), Section: A.
Contained By:	Dissertation Abstracts International76-01A(E).
標題:	Business Administration, Sports Management. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3635421
ISBN:	9781321164732

How professional sport organizations utilize Facebook to engage their target publics.
Zimmerman, Matthew H.

How professional sport organizations utilize Facebook to engage their target publics. - 228 p.

Source: Dissertation Abstracts International, Volume: 76-01(E), Section: A.

Thesis (Ph.D.)--Indiana University, 2014.

Internet analysts identify social media outlet Facebook and its contemporaries as part of Web 2.0 (DiNucci, 1999), a mode of online interaction that allows users to communicate their thoughts, potentially creating conversation (Dart, 2009). Facebook has more than a billion registered users, making it the most popular social media site in the world (Experian, 2012; Hartley, 2012; Lyons, 2012). The use of social media allows an organization to bypass traditional media filters (Bradley, 2012; Zimmerman, Clavio, & Lim, 2011) and directly engage with individuals (Bradley, 2012; Talty, 2011). Such actions also assist a business entity with communicating its brand attributes (Wallace, Wilson, & Miloch, 2011), as the organization can choose to disseminate only messages it wishes to convey. Through this targeted communication with potential customers and fans, sport organizations in effect become their own media entities (Zimmerman et al., 2011). As such, they have the opportunity to practice agenda-setting, a theory which states that media can control the topics which audiences are discussing, if not the discussion itself (McCombs & Shaw, 1972). In addition, the use of media and communication to engage with interested publics over a period of time is identified as relationship marketing (Bee & Kahle, 2006; Gronroos, 1994).

ISBN: 9781321164732Subjects--Topical Terms:

1669318
Business Administration, Sports Management.

How professional sport organizations utilize Facebook to engage their target publics.
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245 1 0 $a How professional sport organizations utilize Facebook to engage their target publics.
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500 $a Source: Dissertation Abstracts International, Volume: 76-01(E), Section: A.
500 $a Adviser: Galen E. Clavio.
502 $a Thesis (Ph.D.)--Indiana University, 2014.
520 $a Internet analysts identify social media outlet Facebook and its contemporaries as part of Web 2.0 (DiNucci, 1999), a mode of online interaction that allows users to communicate their thoughts, potentially creating conversation (Dart, 2009). Facebook has more than a billion registered users, making it the most popular social media site in the world (Experian, 2012; Hartley, 2012; Lyons, 2012). The use of social media allows an organization to bypass traditional media filters (Bradley, 2012; Zimmerman, Clavio, & Lim, 2011) and directly engage with individuals (Bradley, 2012; Talty, 2011). Such actions also assist a business entity with communicating its brand attributes (Wallace, Wilson, & Miloch, 2011), as the organization can choose to disseminate only messages it wishes to convey. Through this targeted communication with potential customers and fans, sport organizations in effect become their own media entities (Zimmerman et al., 2011). As such, they have the opportunity to practice agenda-setting, a theory which states that media can control the topics which audiences are discussing, if not the discussion itself (McCombs & Shaw, 1972). In addition, the use of media and communication to engage with interested publics over a period of time is identified as relationship marketing (Bee & Kahle, 2006; Gronroos, 1994).
520 $a This study sought to examine each of the 30 National Basketball Association franchises' use of Facebook to disseminate messages to their target publics, with a focus on the potential use of agenda-setting theory and relationship marketing. The most often-used category was Information Sharing, which usually consisted of news regarding games or players Further, results indicated that teams which had already been established as being popular based on a number of overall page Likes also received a noteworthy number of average likes, comments and shares. Analysis revealed an effect of markets size on likes, comments and shares, with a medium correlation between market size and the level of response received in likes, comments and shares. Statistical analysis also revealed a significant effect between team geographic location and response as measured in likes, comments and shares.
520 $a Opportunities for future research pertaining to other social media and different sports leagues are discussed.
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