FiT Publishing

As sport organizations leverage social media as a critical component of marketing strategy, tools for exploring the large volume of sport consumer social media conversations are vital. This scholarship demonstrates the value of unsupervised latent Dirichlet allocation (LDA) as a tool for exploring consumers’ digital conversations. Specifically, unsupervised LDA was applied to derive latent topics among Women’s National Basketball Association-related Twitter conversation over the course of the 2020 season. Quantitative (cv and umass scores) and qualitative (two expert reviews) approaches...Read more

The purpose of this study was to identify segments within the social media networks of major professional sport organizations. Relational data were collected from the Twitter accounts of four major professional sport organizations based in Toronto, Canada. Users within these networks were subsequently parsed based upon their Twitter behavior (e.g., likes, retweets, and follows) and their demographic information using an automated cluster analysis. After revealing characteristics of each segment, the findings highlight both sport focused (e.g., hockey, basketball) and non-sport focused (e.g...Read more

The use of social media as a communication tool to engage others has rapidly proliferated over the past decade (Wallace, Wilson, & Miloch, 2011). According to the Pew Research Center, 73% of all online adults were using social media as of September 2013 (Brenner, 2013). Facebook leads the way with 71% of all online adults using the platform in 2013; however, a growing number of individuals are also using other emerging platforms such as LinkedIn (22%), Pinterest (21%), and Twitter (18%) (Duggan & Smith, 2013). Further, approximately 42% used multiple social media platforms (Duggan...Read more

In 2012, Nike became the first company in the United Kingdom to have a Twitter campaign banned after the Advertising Standards Authority (ASA), the U.K.’s equivalent of the United States’ Federal Trade Commission, held that soccer star Wayne Rooney had violated rules for clearly communicating to the public that his tweets were advertisements for Nike (Furness, 2012). Nike, through its endorsement deal with Rooney, encouraged Rooney to engage in Twitter messaging as part of its wider “Make It Count” advertising campaign. Rooney’s tweet, which went out to his 4.37 million followers, said: “...Read more

This study examined what motives and constraints influence Sport Twitter Consumption (STC) in regard to following athletes. Furthermore, the study attempted to cultivate a reliable and valid model through which researchers and practitioners can measure Twitter consumption-related motivations and constraints. The proposed combined model consisted of 12 items with four measures of motivation (i.e., information, entertainment, pass time, and fanship) and 12 items with four measures of constraints (i.e., accessibility, economic, skills, social). Structural Equation Modeling (SEM) method with a...Read more