An Analysis of Broadcasting Media Using Social Media Engagement in the WNBA
| Autor: | Ann Pegoraro, Heather Kennedy, David J. Berri, Nicholas Brown, Nola Agha |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
media_common.quotation_subject
social media 02 engineering and technology Broadcasting League Empirical research 020204 information systems 0202 electrical engineering electronic engineering information engineering Social media Quality (business) Sociology Product (category theory) media_common Original Research biology business.industry Athletes WNBA ComputingMilieux_PERSONALCOMPUTING new media platforms Advertising General Medicine biology.organism_classification broadcast New media Sports and Active Living GV557-1198.995 020201 artificial intelligence & image processing business Sports engagement |
| Zdroj: | Frontiers in Sports and Active Living Frontiers in Sports and Active Living, Vol 3 (2021) |
| ISSN: | 2624-9367 |
| Popis: | While there has been research into what teams, leagues, and athletes post on social media and the impact of post content on social media engagement, there is limited understanding and empirical research on the impact of broadcasting media on social sport consumption. There are an increasing number of new media through which sport leagues can distribute their content to fans. This research examines the impact of different broadcast platforms on game day engagement with WNBA team Twitter accounts. Using data for the 2016–2018 seasons, results indicate athlete/team quality and performance were positively associated with post engagement, underscoring the importance of the core sport product and potentially indicating that the WNBA is developing a star-driven culture similar to the NBA. In addition, broadcasting on League Pass or local TV (for home teams) and Twitter were associated with lower post engagement suggesting we have more to learn about maximizing online engagement. |
| Databáze: | OpenAIRE |
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