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How do sports organizations use soci...

Wang, Yuan.

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How do sports organizations use social media to build relationships? A content analysis of NBA clubs' Twitter use.

Record Type:	Electronic resources : Monograph/item
Title/Author:	How do sports organizations use social media to build relationships? A content analysis of NBA clubs' Twitter use./
Author:	Wang, Yuan.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2014,
Description:	65 p.
Notes:	Source: Masters Abstracts International, Volume: 76-03.
Contained By:	Masters Abstracts International76-03.
Subject:	Communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1561382
ISBN:	9781321064490

How do sports organizations use social media to build relationships? A content analysis of NBA clubs' Twitter use.
Wang, Yuan.

How do sports organizations use social media to build relationships? A content analysis of NBA clubs' Twitter use. - Ann Arbor : ProQuest Dissertations & Theses, 2014 - 65 p.

Source: Masters Abstracts International, Volume: 76-03.

Thesis (M.A.)--The University of Alabama, 2014.

This item must not be sold to any third party vendors.

Social media has been increasingly used by sports organizations to establish relationships with the public. This study explored the Twitter using practices of NBA clubs (N = 30) in the United States in building relationships with their publics during the 2013-14 season. Specifically, it focused on how these clubs used Twitter as a communication tool to build professional, personal, and community relationships through a content analysis of 5561 tweets on their official Twitter sites. The results demonstrated that sports organizations tended to use social media to develop professional relationships with fans via sharing information and promoting products. They utilized several types of communication tools such as retweets, public messages, hyperlinks, and hashtags, among which hashtags were used most frequently. Professional relationships could benefit more from hyperlinks while there could be greater benefit to personal relationships from public messages and retweets and to community relationships from hashtags and hyperlinks. Sports organizations should use these tools effectively to strengthen the professional, personal and community relationship with their publics.

ISBN: 9781321064490Subjects--Topical Terms:

524709
Communication.
Subjects--Index Terms:

Communication tools

How do sports organizations use social media to build relationships? A content analysis of NBA clubs' Twitter use.
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520 $a Social media has been increasingly used by sports organizations to establish relationships with the public. This study explored the Twitter using practices of NBA clubs (N = 30) in the United States in building relationships with their publics during the 2013-14 season. Specifically, it focused on how these clubs used Twitter as a communication tool to build professional, personal, and community relationships through a content analysis of 5561 tweets on their official Twitter sites. The results demonstrated that sports organizations tended to use social media to develop professional relationships with fans via sharing information and promoting products. They utilized several types of communication tools such as retweets, public messages, hyperlinks, and hashtags, among which hashtags were used most frequently. Professional relationships could benefit more from hyperlinks while there could be greater benefit to personal relationships from public messages and retweets and to community relationships from hashtags and hyperlinks. Sports organizations should use these tools effectively to strengthen the professional, personal and community relationship with their publics.
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