Pegoraro Ann, Kennedy Heather, Agha Nola, Brown Nicholas, Berri David
Gordon S. Lang School of Business and Economics, University of Guelph, Guelph, ON, Canada.
College of Arts and Sciences, University of San Francisco, San Francisco, CA, United States.
Front Sports Act Living. 2021 May 14;3:658293. doi: 10.3389/fspor.2021.658293. eCollection 2021.
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.
虽然已经有关于团队、联盟和运动员在社交媒体上发布的内容以及发布内容对社交媒体参与度影响的研究，但对于广播媒体对社会体育消费的影响，人们的理解和实证研究还很有限。体育联盟可以通过越来越多的新媒体向球迷传播其内容。本研究考察了不同广播平台对美国女子职业篮球联赛（WNBA）球队推特账户比赛日参与度的影响。利用2016 - 2018赛季的数据，结果表明运动员/球队的质量和表现与帖子参与度呈正相关，这突出了核心体育产品的重要性，并可能表明WNBA正在形成一种类似于NBA的明星驱动文化。此外，在联盟通（League Pass）或本地电视台（对主队而言）以及推特上进行转播与较低的帖子参与度相关，这表明我们在如何最大化在线参与度方面还有很多需要学习的地方。
