Access the full text.
Sign up today, get DeepDyve free for 14 days.
The purpose of this paper is to examine how Olympic audiences utilized Twitter to follow American National Governing Bodies (NGBs) during the 2016 Rio Olympic Games.Design/methodology/approachGuided by economic demand theory, the researchers sought to explore whether factors such as the content of social media messages, athlete’s performance, event presentation, scheduling, and TV broadcasting contribute to enhancing fans’ interests in following NGBs on Twitter during the Olympic Games. In total, 33 American NGB Twitter accounts formed the data set for this study. Each of NGBs’ Twitter data was collected every night at midnight from August 7 to 23, 2016. Data collected from each NGB account included number of followers, number of accounts followed, number of tweets, and number of “likes.”FindingsResults of this study revealed that team’s performance and the number of tweets had direct and positive relationships with increasing the number of NGB’s Twitter followers on each competition day. The number of “likes,” however, had a significant negative relationship with fans’ interests in following NGBs’ Twitter.Originality/valueThe results of the study are expected to help Governing Bodies in the Olympic sports have a better understanding of fans’ social media usage.
International Journal of Sports Marketing and Sponsorship – Emerald Publishing
Published: Oct 12, 2018
Keywords: Social media; Olympic fans; Olympic Governing Bodies; Rio Olympics; Twitter
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.