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I am located in the Media School, and my primary research interests lie in the intersection of sport and digital media, particularly social media.<br /><span class="u-fw700">Phone: </span>812-855-3367<br /><b>Address: </b>1025 E. 7th Street<br />HPER 112<br />Bloomington, IN 47405<br /><div class="js-profile-less-about u-linkUnstyled u-tcGrayDarker u-textDecorationUnderline u-displayNone">less</div></div></div><div class="suggested-academics-container"><div class="suggested-academics--header"><h3 class="ds2-5-heading-sans-serif-xs">Related Authors</h3></div><ul class="suggested-user-card-list" data-nosnippet="true"><div class="suggested-user-card"><div class="suggested-user-card__avatar social-profile-avatar-container"><a data-nosnippet="" href="https://ttu.academia.edu/JimmySanderson"><img class="profile-avatar u-positionAbsolute" alt="Jimmy Sanderson related author profile picture" border="0" onerror="if (this.src != '//a.academia-assets.com/images/s200_no_pic.png') this.src = 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href="/GalenClavio/CurriculumVitae"><button class="ds2-5-text-link ds2-5-text-link--small" style="font-size: 20px; letter-spacing: 0.8px"><span class="ds2-5-text-link__content">CV</span></button></li><li class="profile-profiles js-social-profiles-container"><i class="fa fa-spin fa-spinner"></i></li></ul></div></div></div><div class="right-panel-container"><div class="user-content-wrapper"><div class="uploads-container" id="social-redesign-work-container"><div class="upload-header"><h2 class="ds2-5-heading-sans-serif-xs">Uploads</h2></div><div class="documents-container backbone-social-profile-documents" style="width: 100%;"><div class="u-taCenter"></div><div class="profile--tab_content_container js-tab-pane tab-pane active" id="all"><div class="profile--tab_heading_container js-section-heading" data-section="Papers" id="Papers"><h3 class="profile--tab_heading_container">Papers by Galen Clavio</h3></div><div class="js-work-strip profile--work_container" data-work-id="4031247"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/4031247/_WorldSeries_An_empirical_eamination_of_a_Twitter_hashtag_during_a_major_sporting_event"><img alt="Research paper thumbnail of #WorldSeries: An empirical eamination of a Twitter hashtag during a major sporting event" class="work-thumbnail" src="https://attachments.academia-assets.com/31571617/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/4031247/_WorldSeries_An_empirical_eamination_of_a_Twitter_hashtag_during_a_major_sporting_event">#WorldSeries: An empirical eamination of a Twitter hashtag during a major sporting event</a></div><div class="wp-workCard_item wp-workCard--coauthors"><span>by </span><span><a class="" data-click-track="profile-work-strip-authors" href="https://independent.academia.edu/MBlaszka">Matthew Blaszka</a> and <a class="" data-click-track="profile-work-strip-authors" href="https://indiana.academia.edu/GalenClavio">Galen Clavio</a></span></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">Sport organizations, teams, and athletes are growing constituencies that use socialmedia platform...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">Sport organizations, teams, and athletes are growing constituencies that use socialmedia platforms such as Facebook and Twitter to engage in dialogue with their respective audiences. The purpose of this study was to examine Twitter hashtag use during a major sporting event. Specifically, this study analyzed #WorldSeries during the 2011 World Series. The study employed a content-analysis methodology to determine who was using the hashtag and how it was being used. Using systematic sampling, 1,450 tweets were analyzed. The results demonstrated that #WorldSeries was being used predominantly by laypersons to express fanship, as well as interactivity. When individuals were being interactive with this hashtag, they were doing so mainly with MLB/league officials and other laypersons. Most of these interactive tweets were also expressions of fanship. The implications of these findings are discussed further.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-4031247-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-4031247-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/27279331/table-1-worldseries-an-empirical-eamination-of-twitter"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/31571617/table_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/27279335/table-2-ible-recipient-of-interactive-tweets"><img alt="ible 3. 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This study explores the effect of personalization on SVG gaming enjoyment, repurchase intention, and consumption level. Further, the predictive functions of perceived skill and past experience on participants' intention to personalize their SVG experience were examined. Current users (N -459) of a sport video game, "EIFA 06 Live", participated in the study and the results revealed that users who utilize personalization options reported they enjoy the game more, are more satisfied with the product, and spend more time playing the game than users who do not use personalization options. In addition, past experience and perceived gaming skill played significant roles in predicting individuals' intention to utilize personalization options.</span></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="37768cefc3677c5e501cc2607ea18459" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":5980944,"asset_id":977433,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/5980944/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="977433"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="977433"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 977433; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=977433]").text(description); $(".js-view-count[data-work-id=977433]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 977433; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='977433']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "37768cefc3677c5e501cc2607ea18459" } } $('.js-work-strip[data-work-id=977433]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":977433,"title":"Exploring the Antecedents and Consequences of Personalizing Sport Video Game Experiences","translated_title":"","metadata":{"more_info":"Kwak, D.H., Clavio, G., Eagleman, A.N., \u0026 Kim, K.T. ","publisher":"Kwak, D.H., Clavio, G., Eagleman, A.N., \u0026 Kim, K.T. ","ai_title_tag":"Impact of Personalization on Sport Video Games","grobid_abstract":"Despite the strong appeal of personalization (through creating personalized players, teams, and leagues) in sport video games (SVGs), little is known about its marketing implications. This study explores the effect of personalization on SVG gaming enjoyment, repurchase intention, and consumption level. Further, the predictive functions of perceived skill and past experience on participants' intention to personalize their SVG experience were examined. Current users (N -459) of a sport video game, \"EIFA 06 Live\", participated in the study and the results revealed that users who utilize personalization options reported they enjoy the game more, are more satisfied with the product, and spend more time playing the game than users who do not use personalization options. In addition, past experience and perceived gaming skill played significant roles in predicting individuals' intention to utilize personalization options.","publication_date":{"day":null,"month":null,"year":2010,"errors":{}},"publication_name":"Sport Marketing Quarterly","grobid_abstract_attachment_id":5980944},"translated_abstract":null,"internal_url":"https://www.academia.edu/977433/Exploring_the_Antecedents_and_Consequences_of_Personalizing_Sport_Video_Game_Experiences","translated_internal_url":"","created_at":"2011-10-04T05:52:46.304-07:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":812327,"coauthors_can_edit":true,"document_type":"other","co_author_tags":[{"id":2037264,"work_id":977433,"tagging_user_id":812327,"tagged_user_id":267716,"co_author_invite_id":null,"email":"g***2@indiana.edu","affiliation":"Indiana University","display_order":0,"name":"Galen Clavio","title":"Exploring the Antecedents and Consequences of Personalizing Sport Video Game Experiences"}],"downloadable_attachments":[{"id":5980944,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/5980944/thumbnails/1.jpg","file_name":"kwak-clavio-eagleman-kim-2010.pdf","download_url":"https://www.academia.edu/attachments/5980944/download_file","bulk_download_file_name":"Exploring_the_Antecedents_and_Consequenc.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/5980944/kwak-clavio-eagleman-kim-2010-libre.pdf?1390843859=\u0026response-content-disposition=attachment%3B+filename%3DExploring_the_Antecedents_and_Consequenc.pdf\u0026Expires=1743492004\u0026Signature=Ld~bALrmXOepY70VPUd5wq5uQSwWx9leZDE8bUnzUMp7Nn4Rh1VCQjaVX5AsWb2I~hESew5jaSdWSaaL9a1kLa3Y48Tvzq0c3l4AVNKFnJmXeJqQWENcw81MaOMFYdyf-orG3mJlNZawuMUh8Np9UJqR9VbyFkZWLFHochG3fkzRYcEXe6Fs48enLNwEwaIcY3V0gaOyCJ63nP7wfCtoyEDWFRdp3dp2mCnX-reJWjrchWjz8BnohqvXXX-1BqgZc5-OE0XHc8fKbdG2yzLlN1eH14Yoh~wV~QsOj9Igmj-XYMeuuUVq24n66wRVXer5bJYoi0ynTwltziYy35mBUw__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"Exploring_the_Antecedents_and_Consequences_of_Personalizing_Sport_Video_Game_Experiences","translated_slug":"","page_count":10,"language":"en","content_type":"Work","summary":"Despite the strong appeal of personalization (through creating personalized players, teams, and leagues) in sport video games (SVGs), little is known about its marketing implications. This study explores the effect of personalization on SVG gaming enjoyment, repurchase intention, and consumption level. Further, the predictive functions of perceived skill and past experience on participants' intention to personalize their SVG experience were examined. Current users (N -459) of a sport video game, \"EIFA 06 Live\", participated in the study and the results revealed that users who utilize personalization options reported they enjoy the game more, are more satisfied with the product, and spend more time playing the game than users who do not use personalization options. In addition, past experience and perceived gaming skill played significant roles in predicting individuals' intention to utilize personalization options.","owner":{"id":812327,"first_name":"Andrea","middle_initials":"N","last_name":"Geurin","page_name":"AndreaGeurin","domain_name":"lborolondon","created_at":"2011-10-04T05:44:11.619-07:00","display_name":"Andrea N Geurin","url":"https://lborolondon.academia.edu/AndreaGeurin"},"attachments":[{"id":5980944,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/5980944/thumbnails/1.jpg","file_name":"kwak-clavio-eagleman-kim-2010.pdf","download_url":"https://www.academia.edu/attachments/5980944/download_file","bulk_download_file_name":"Exploring_the_Antecedents_and_Consequenc.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/5980944/kwak-clavio-eagleman-kim-2010-libre.pdf?1390843859=\u0026response-content-disposition=attachment%3B+filename%3DExploring_the_Antecedents_and_Consequenc.pdf\u0026Expires=1743492004\u0026Signature=Ld~bALrmXOepY70VPUd5wq5uQSwWx9leZDE8bUnzUMp7Nn4Rh1VCQjaVX5AsWb2I~hESew5jaSdWSaaL9a1kLa3Y48Tvzq0c3l4AVNKFnJmXeJqQWENcw81MaOMFYdyf-orG3mJlNZawuMUh8Np9UJqR9VbyFkZWLFHochG3fkzRYcEXe6Fs48enLNwEwaIcY3V0gaOyCJ63nP7wfCtoyEDWFRdp3dp2mCnX-reJWjrchWjz8BnohqvXXX-1BqgZc5-OE0XHc8fKbdG2yzLlN1eH14Yoh~wV~QsOj9Igmj-XYMeuuUVq24n66wRVXer5bJYoi0ynTwltziYy35mBUw__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[{"id":5503,"name":"Sports Management","url":"https://www.academia.edu/Documents/in/Sports_Management"},{"id":7449,"name":"Sport Marketing","url":"https://www.academia.edu/Documents/in/Sport_Marketing"},{"id":79425,"name":"Sport Management","url":"https://www.academia.edu/Documents/in/Sport_Management"}],"urls":[]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (false) { Aedu.setUpFigureCarousel('profile-work-977433-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="13516220"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/13516220/Sharing_is_caring_An_exploration_of_motivations_for_social_sharing_and_locational_social_media_usage_among_sport_fans"><img alt="Research paper thumbnail of Sharing is caring: An exploration of motivations for social sharing and locational social media usage among sport fans" class="work-thumbnail" src="https://attachments.academia-assets.com/38063285/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/13516220/Sharing_is_caring_An_exploration_of_motivations_for_social_sharing_and_locational_social_media_usage_among_sport_fans">Sharing is caring: An exploration of motivations for social sharing and locational social media usage among sport fans</a></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">The purpose of this study was to examine motivations for social sharing and using locational soci...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">The purpose of this study was to examine motivations for social sharing and using locational social media within the framework of uses and gratifications. Specifically, fans of five college football teams were surveyed regarding social sharing and their use of locational social media applications. Exploratory factor analysis revealed two factors for the social sharing of sport-related check-ins, including promotion, fanship, and personal gain. Regarding incentives for the future use of locational social media and social sharing, fans revealed that they were motivated by recognition and monetary factors. The findings indicated a strong desire among fans to feel a sense a community and receive recognition when engaging in social sharing or using locational social media applications. These and other findings are discussed, and recommendations for sport organizations interested in promotion of social sharing are provided.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-13516220-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-13516220-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/5731736/table-1-what-are-the-reasons-you-share-sport-event-related"><img alt="What Are the Reasons You Share Sport Event-Related Information Via Social Media? tO sHldle MNldases, Alenaalice, sdlistaCulOn, ald Mi- Sale WMOTMAauOT. In order to evaluate the sample holistically and determine if underlying fac- tors were present in social sharing motivation, an EFA with Varimax rotation was performed on the 12 items present in Table 1. Analysis of the Kaiser-Meyer-Oklin Measure of Sampling Adequacy (KMO) found that the sample was adequate, at .904. The results of this factor analysis are visible in Table 3. Two factors were revealed, explaining 67% of the observed variance. The first factor, labeled Pro- motion and Fanship, explained 40.8% of the variance, and contained seven items which focused primarily on the promotion of the sporting event and the social benefits of sharing. This seven-item scale was tested for reliability, and possessed an acceptable Cronbach’s Alpha level, a = .904. The second factor, labeled Personal Gain, explained 26.1% of the variance, and contained three items which focused on earning of prizes, discounts on merchandise, and online recognition. This three-item scale was found to possess an acceptable reliability level (a = .867). " class="figure-slide-image" src="https://figures.academia-assets.com/38063285/table_001.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-13516220-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="95f2d2fb3513a54c2939204a312d3377" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":38063285,"asset_id":13516220,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/38063285/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="13516220"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="13516220"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 13516220; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=13516220]").text(description); $(".js-view-count[data-work-id=13516220]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 13516220; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='13516220']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "95f2d2fb3513a54c2939204a312d3377" } } $('.js-work-strip[data-work-id=13516220]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":13516220,"title":"Sharing is caring: An exploration of motivations for social sharing and locational social media usage among sport fans","translated_title":"","metadata":{"grobid_abstract":"The purpose of this study was to examine motivations for social sharing and using locational social media within the framework of uses and gratifications. Specifically, fans of five college football teams were surveyed regarding social sharing and their use of locational social media applications. Exploratory factor analysis revealed two factors for the social sharing of sport-related check-ins, including promotion, fanship, and personal gain. Regarding incentives for the future use of locational social media and social sharing, fans revealed that they were motivated by recognition and monetary factors. The findings indicated a strong desire among fans to feel a sense a community and receive recognition when engaging in social sharing or using locational social media applications. These and other findings are discussed, and recommendations for sport organizations interested in promotion of social sharing are provided.","grobid_abstract_attachment_id":38063285},"translated_abstract":null,"internal_url":"https://www.academia.edu/13516220/Sharing_is_caring_An_exploration_of_motivations_for_social_sharing_and_locational_social_media_usage_among_sport_fans","translated_internal_url":"","created_at":"2015-07-01T15:02:13.728-07:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":38063285,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/38063285/thumbnails/1.jpg","file_name":"34_2014_Clavio_Frederick.pdf","download_url":"https://www.academia.edu/attachments/38063285/download_file","bulk_download_file_name":"Sharing_is_caring_An_exploration_of_moti.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/38063285/34_2014_Clavio_Frederick-libre.pdf?1435788330=\u0026response-content-disposition=attachment%3B+filename%3DSharing_is_caring_An_exploration_of_moti.pdf\u0026Expires=1743492005\u0026Signature=g-n~oKshwjcqso0k4PXEF6WnPm0wjtszg7h90pRpEBGFWh0LcRzphn-Zkld58nHfAskANCmcR52Ei3~xSMtx5e5DYGJahJQEbO91di7zesggFysODVNN2hkYkZlGBD9XVaj2KbC6wy52kwf0qqk-gqzPR1Ofyqt7QEyXpoFqOcK1GxWDhOLCEaXso-Uppo4b3ykPLn6iJHvYTotuUBGSuKdHjfMBxzG6YoO4iyh3uS93eA4XCgVQIRr4oe8YmYPX35KfmlfF46kCTXfkGg6tdyh9b7-TltCJ~WjpP7oUyUEZyu4bBqd9qv~aQjekBVbYrNzNLjmjV1CC2zggZHUYBQ__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"Sharing_is_caring_An_exploration_of_motivations_for_social_sharing_and_locational_social_media_usage_among_sport_fans","translated_slug":"","page_count":16,"language":"en","content_type":"Work","summary":"The purpose of this study was to examine motivations for social sharing and using locational social media within the framework of uses and gratifications. Specifically, fans of five college football teams were surveyed regarding social sharing and their use of locational social media applications. Exploratory factor analysis revealed two factors for the social sharing of sport-related check-ins, including promotion, fanship, and personal gain. Regarding incentives for the future use of locational social media and social sharing, fans revealed that they were motivated by recognition and monetary factors. The findings indicated a strong desire among fans to feel a sense a community and receive recognition when engaging in social sharing or using locational social media applications. These and other findings are discussed, and recommendations for sport organizations interested in promotion of social sharing are provided.","owner":{"id":267716,"first_name":"Galen","middle_initials":null,"last_name":"Clavio","page_name":"GalenClavio","domain_name":"indiana","created_at":"2010-10-18T12:19:57.503-07:00","display_name":"Galen Clavio","url":"https://indiana.academia.edu/GalenClavio"},"attachments":[{"id":38063285,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/38063285/thumbnails/1.jpg","file_name":"34_2014_Clavio_Frederick.pdf","download_url":"https://www.academia.edu/attachments/38063285/download_file","bulk_download_file_name":"Sharing_is_caring_An_exploration_of_moti.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/38063285/34_2014_Clavio_Frederick-libre.pdf?1435788330=\u0026response-content-disposition=attachment%3B+filename%3DSharing_is_caring_An_exploration_of_moti.pdf\u0026Expires=1743492005\u0026Signature=g-n~oKshwjcqso0k4PXEF6WnPm0wjtszg7h90pRpEBGFWh0LcRzphn-Zkld58nHfAskANCmcR52Ei3~xSMtx5e5DYGJahJQEbO91di7zesggFysODVNN2hkYkZlGBD9XVaj2KbC6wy52kwf0qqk-gqzPR1Ofyqt7QEyXpoFqOcK1GxWDhOLCEaXso-Uppo4b3ykPLn6iJHvYTotuUBGSuKdHjfMBxzG6YoO4iyh3uS93eA4XCgVQIRr4oe8YmYPX35KfmlfF46kCTXfkGg6tdyh9b7-TltCJ~WjpP7oUyUEZyu4bBqd9qv~aQjekBVbYrNzNLjmjV1CC2zggZHUYBQ__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[{"id":5503,"name":"Sports Management","url":"https://www.academia.edu/Documents/in/Sports_Management"},{"id":9246,"name":"Social Media","url":"https://www.academia.edu/Documents/in/Social_Media"},{"id":94548,"name":"Sports marketing","url":"https://www.academia.edu/Documents/in/Sports_marketing"}],"urls":[]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (true) { Aedu.setUpFigureCarousel('profile-work-13516220-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="5559560"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/5559560/Social_Media_Utilization_Among_Drivers_and_PR_Professionals_In_a_Major_Racing_Series"><img alt="Research paper thumbnail of Social Media Utilization Among Drivers and PR Professionals In a Major Racing Series" class="work-thumbnail" src="https://attachments.academia-assets.com/32651527/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/5559560/Social_Media_Utilization_Among_Drivers_and_PR_Professionals_In_a_Major_Racing_Series">Social Media Utilization Among Drivers and PR Professionals In a Major Racing Series</a></div><div class="wp-workCard_item"><span>International Journal of Motorsport Management</span><span>, Oct 2013</span></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">Twitter continues to make significant inroads into sport management, marketing, and communication...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">Twitter continues to make significant inroads into sport management, marketing, and communication processes. The usage of Twitter has garnered significant attention in motorsports, with NASCAR's Brad Keselowski receiving considerable attention for Tweeting during the 2012 Daytona 500. Twitter has been studied as a tool through which athletes can communicate directly with fans , as well as an appropriate tool for marketing engagement . This study addresses a vacancy in the existing sport Twitter literature by examining Twitter usage among IndyCar series drivers through qualitative interviews. Drivers were asked a series of questions relating to their Twitter usage, and the responses were analyzed through first cycle and second cycle coding . Several themes for Twitter usage emerged, including foci of authenticity, personal branding, promoted surveillance, and social extension. These findings were then discussed within the context of existing literature on Twitter and sport, and recommendations were made for future study.</span></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="2198e38cd1ecf406e989ef1d049a2abf" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":32651527,"asset_id":5559560,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/32651527/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="5559560"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="5559560"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 5559560; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=5559560]").text(description); $(".js-view-count[data-work-id=5559560]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 5559560; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='5559560']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "2198e38cd1ecf406e989ef1d049a2abf" } } $('.js-work-strip[data-work-id=5559560]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":5559560,"title":"Social Media Utilization Among Drivers and PR Professionals In a Major Racing Series","translated_title":"","metadata":{"grobid_abstract":"Twitter continues to make significant inroads into sport management, marketing, and communication processes. The usage of Twitter has garnered significant attention in motorsports, with NASCAR's Brad Keselowski receiving considerable attention for Tweeting during the 2012 Daytona 500. Twitter has been studied as a tool through which athletes can communicate directly with fans , as well as an appropriate tool for marketing engagement . This study addresses a vacancy in the existing sport Twitter literature by examining Twitter usage among IndyCar series drivers through qualitative interviews. Drivers were asked a series of questions relating to their Twitter usage, and the responses were analyzed through first cycle and second cycle coding . Several themes for Twitter usage emerged, including foci of authenticity, personal branding, promoted surveillance, and social extension. 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However, despite the growth of social media use among collegiate athletic departments, coaches, and teams, relatively little is known about the individuals who are utilizing various social media forums. This study was the first to attempt to understand why college sport fans engage in sport-focused social media use, with a theoretical grounding in uses and gratifications. Utilizing a survey of student fans from a large Division 1 institution, the results suggest that there is a relatively low level of social media participation among college sport fans in relation to official Twitter and Facebook feeds of the team, and a surprising prevalence of <br />traditional media usage for informational purposes. Factor analysis reveals dimensions of gratification for social media use include content creation as an identifiable factor. These and other findings are discussed.</span></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="180abca3d6308db01e0bf79a4fab9fa3" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":31108342,"asset_id":3256481,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/31108342/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="3256481"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="3256481"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 3256481; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=3256481]").text(description); $(".js-view-count[data-work-id=3256481]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 3256481; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='3256481']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "180abca3d6308db01e0bf79a4fab9fa3" } } $('.js-work-strip[data-work-id=3256481]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":3256481,"title":"Dimensions of social media utilization among college sport fans","translated_title":"","metadata":{"abstract":"As social media provide athletic departments and their constituents with an additional point of engagement with their fans, it is important to understand the social media audience. However, despite the growth of social media use among collegiate athletic departments, coaches, and teams, relatively little is known about the individuals who are utilizing various social media forums. This study was the first to attempt to understand why college sport fans engage in sport-focused social media use, with a theoretical grounding in uses and gratifications. Utilizing a survey of student fans from a large Division 1 institution, the results suggest that there is a relatively low level of social media participation among college sport fans in relation to official Twitter and Facebook feeds of the team, and a surprising prevalence of\r\ntraditional media usage for informational purposes. Factor analysis reveals dimensions of gratification for social media use include content creation as an identifiable factor. These and other findings are discussed."},"translated_abstract":"As social media provide athletic departments and their constituents with an additional point of engagement with their fans, it is important to understand the social media audience. However, despite the growth of social media use among collegiate athletic departments, coaches, and teams, relatively little is known about the individuals who are utilizing various social media forums. This study was the first to attempt to understand why college sport fans engage in sport-focused social media use, with a theoretical grounding in uses and gratifications. Utilizing a survey of student fans from a large Division 1 institution, the results suggest that there is a relatively low level of social media participation among college sport fans in relation to official Twitter and Facebook feeds of the team, and a surprising prevalence of\r\ntraditional media usage for informational purposes. Factor analysis reveals dimensions of gratification for social media use include content creation as an identifiable factor. These and other findings are discussed.","internal_url":"https://www.academia.edu/3256481/Dimensions_of_social_media_utilization_among_college_sport_fans","translated_internal_url":"","created_at":"2013-04-10T03:07:18.164-07:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":31108342,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/31108342/thumbnails/1.jpg","file_name":"2013_Clavio_Walsh.pdf","download_url":"https://www.academia.edu/attachments/31108342/download_file","bulk_download_file_name":"Dimensions_of_social_media_utilization_a.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/31108342/2013_Clavio_Walsh-libre.pdf?1392210855=\u0026response-content-disposition=attachment%3B+filename%3DDimensions_of_social_media_utilization_a.pdf\u0026Expires=1743492005\u0026Signature=G2k33Y0hsrgWWscEWAPh4PzLxjW6b6YcPAYPMMjxD99Kggz01uE2UZ8H07EWEcEtU9aM6QZsWWQFQyWUWD9Ui8QT3VBpuNfEpgzehvjnD~pkf1FFANrt6~-z~am7rw6spzjlCX31uw0--7y8FlPy720R~U7iFVktpWDGdOE3VlMLLMu72DueeV3SK2diVu7PLuVuTH6LVANgnRHd5s5KBhpOlS7ijvE3H2Sh4Sa5kdC-xmHC2ENFo~ytFqWsb~0rrvyuBgwPnrhVypKgaYzpUn4ceoPvf26WDyfu~iEBdBJbPmFyaup9-5RIQuq8eIN5RtCulHW308W3Ym~TtrXKuw__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"Dimensions_of_social_media_utilization_among_college_sport_fans","translated_slug":"","page_count":22,"language":"en","content_type":"Work","summary":"As social media provide athletic departments and their constituents with an additional point of engagement with their fans, it is important to understand the social media audience. However, despite the growth of social media use among collegiate athletic departments, coaches, and teams, relatively little is known about the individuals who are utilizing various social media forums. This study was the first to attempt to understand why college sport fans engage in sport-focused social media use, with a theoretical grounding in uses and gratifications. Utilizing a survey of student fans from a large Division 1 institution, the results suggest that there is a relatively low level of social media participation among college sport fans in relation to official Twitter and Facebook feeds of the team, and a surprising prevalence of\r\ntraditional media usage for informational purposes. Factor analysis reveals dimensions of gratification for social media use include content creation as an identifiable factor. These and other findings are discussed.","owner":{"id":267716,"first_name":"Galen","middle_initials":null,"last_name":"Clavio","page_name":"GalenClavio","domain_name":"indiana","created_at":"2010-10-18T12:19:57.503-07:00","display_name":"Galen Clavio","url":"https://indiana.academia.edu/GalenClavio"},"attachments":[{"id":31108342,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/31108342/thumbnails/1.jpg","file_name":"2013_Clavio_Walsh.pdf","download_url":"https://www.academia.edu/attachments/31108342/download_file","bulk_download_file_name":"Dimensions_of_social_media_utilization_a.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/31108342/2013_Clavio_Walsh-libre.pdf?1392210855=\u0026response-content-disposition=attachment%3B+filename%3DDimensions_of_social_media_utilization_a.pdf\u0026Expires=1743492005\u0026Signature=G2k33Y0hsrgWWscEWAPh4PzLxjW6b6YcPAYPMMjxD99Kggz01uE2UZ8H07EWEcEtU9aM6QZsWWQFQyWUWD9Ui8QT3VBpuNfEpgzehvjnD~pkf1FFANrt6~-z~am7rw6spzjlCX31uw0--7y8FlPy720R~U7iFVktpWDGdOE3VlMLLMu72DueeV3SK2diVu7PLuVuTH6LVANgnRHd5s5KBhpOlS7ijvE3H2Sh4Sa5kdC-xmHC2ENFo~ytFqWsb~0rrvyuBgwPnrhVypKgaYzpUn4ceoPvf26WDyfu~iEBdBJbPmFyaup9-5RIQuq8eIN5RtCulHW308W3Ym~TtrXKuw__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[],"urls":[]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (false) { Aedu.setUpFigureCarousel('profile-work-3256481-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="13516985"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/13516985/Bypass_and_broadcast_Utilizing_parasocial_interaction_to_examine_at_NHL_communication_on_Twitter"><img alt="Research paper thumbnail of Bypass and broadcast: Utilizing parasocial interaction to examine @NHL communication on Twitter" class="work-thumbnail" src="https://attachments.academia-assets.com/38063395/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/13516985/Bypass_and_broadcast_Utilizing_parasocial_interaction_to_examine_at_NHL_communication_on_Twitter">Bypass and broadcast: Utilizing parasocial interaction to examine @NHL communication on Twitter</a></div><div class="wp-workCard_item wp-workCard--coauthors"><span>by </span><span><a class="" data-click-track="profile-work-strip-authors" href="https://indiana.academia.edu/GalenClavio">Galen Clavio</a> and <a class="" data-click-track="profile-work-strip-authors" href="https://louisville.academia.edu/MarionHambrick">Marion Hambrick</a></span></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="61ed5ce783cd544a5c089f2427477dc1" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":38063395,"asset_id":13516985,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/38063395/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="13516985"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="13516985"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 13516985; 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Utilizing thematic analysis, four key themes emerge: (1) hope for the future, (2) reminders of the past, (3) information and reassurance, and (4) media engagement. These findings reveal the NHL’s efforts to foster a sense of connection and emotional investment among fans in a time of crisis. 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$(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (false) { Aedu.setUpFigureCarousel('profile-work-13516985-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="13516293"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/13516293/Battle_of_the_sexes_Gender_analysis_of_professional_athlete_tweets"><img alt="Research paper thumbnail of Battle of the sexes: Gender analysis of professional athlete tweets" class="work-thumbnail" src="https://attachments.academia-assets.com/38063308/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/13516293/Battle_of_the_sexes_Gender_analysis_of_professional_athlete_tweets">Battle of the sexes: Gender analysis of professional athlete tweets</a></div><div class="wp-workCard_item wp-workCard--coauthors"><span>by </span><span><a class="" data-click-track="profile-work-strip-authors" href="https://indiana.academia.edu/GalenClavio">Galen Clavio</a> and <a class="" data-click-track="profile-work-strip-authors" href="https://lborolondon.academia.edu/AndreaGeurin">Andrea N Geurin</a></span></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">This study employed a content analysis to determine the frames utilized by American professional ...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">This study employed a content analysis to determine the frames utilized by American professional athletes on Twitter, and if differences existed in the employment of frames across gender. The 100 most recent tweets from 18 professional athletes, nine male and nine female, participating in the 2012 London Olympics were analyzed to investigate frame utilization. Analysis revealed no statistical difference in frame utilization across gender, and the primary utilization of the frame of athlete as an everyday individual by both sets of athletes, which aligns with traditional feminine gender roles. These results both support and counter the framing of male and female athletes in traditional forms of media, and highlight the impact of social media on portrayals.</span></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="ad4e7e0d9e9d759d87d013d22cdc0f26" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":38063308,"asset_id":13516293,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/38063308/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="13516293"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="13516293"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 13516293; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=13516293]").text(description); $(".js-view-count[data-work-id=13516293]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 13516293; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='13516293']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "ad4e7e0d9e9d759d87d013d22cdc0f26" } } $('.js-work-strip[data-work-id=13516293]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":13516293,"title":"Battle of the sexes: Gender analysis of professional athlete tweets","translated_title":"","metadata":{"ai_title_tag":"Gender Differences in Athlete Tweets Analysis","grobid_abstract":"This study employed a content analysis to determine the frames utilized by American professional athletes on Twitter, and if differences existed in the employment of frames across gender. 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What has yet to be thoroughly <br />examined is gender differences in usage of team Twitter feeds. By surveying fans from a variety of teams, this study examined gender differences in ratings of informational, commercial, and <br />social interactions with the team’s Twitter feed, along with examining any demographic differences and usage of social-media enabled smartphones. Contrary to what previous <br />research on sport media consumption would suggest, females rated nearly all Twitter functions at higher levels than did males, and were more active with smartphone usage while in <br />attendance at games. These results point to a number of practical and theoretical implications, and to a new realization of the social media audience and female fan computer-mediated media usage in relation to professional sport teams.</span></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="ee69d8e34fbb91df6e3feb16332985a5" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":32033857,"asset_id":4705579,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/32033857/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="4705579"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="4705579"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 4705579; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=4705579]").text(description); $(".js-view-count[data-work-id=4705579]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 4705579; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='4705579']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "ee69d8e34fbb91df6e3feb16332985a5" } } $('.js-work-strip[data-work-id=4705579]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":4705579,"title":"The Effects of Gender on Perceptions of Team Twitter Feeds","translated_title":"","metadata":{"abstract":"As social media use by professional sport teams continues to grow, understanding who is using these outlets is crucial in order to best communicate with users. What has yet to be thoroughly\r\nexamined is gender differences in usage of team Twitter feeds. By surveying fans from a variety of teams, this study examined gender differences in ratings of informational, commercial, and\r\nsocial interactions with the team’s Twitter feed, along with examining any demographic differences and usage of social-media enabled smartphones. Contrary to what previous\r\nresearch on sport media consumption would suggest, females rated nearly all Twitter functions at higher levels than did males, and were more active with smartphone usage while in\r\nattendance at games. These results point to a number of practical and theoretical implications, and to a new realization of the social media audience and female fan computer-mediated media usage in relation to professional sport teams.","ai_title_tag":"Gender Differences in Team Twitter Engagement","publication_date":{"day":30,"month":9,"year":2013,"errors":{}}},"translated_abstract":"As social media use by professional sport teams continues to grow, understanding who is using these outlets is crucial in order to best communicate with users. What has yet to be thoroughly\r\nexamined is gender differences in usage of team Twitter feeds. By surveying fans from a variety of teams, this study examined gender differences in ratings of informational, commercial, and\r\nsocial interactions with the team’s Twitter feed, along with examining any demographic differences and usage of social-media enabled smartphones. Contrary to what previous\r\nresearch on sport media consumption would suggest, females rated nearly all Twitter functions at higher levels than did males, and were more active with smartphone usage while in\r\nattendance at games. These results point to a number of practical and theoretical implications, and to a new realization of the social media audience and female fan computer-mediated media usage in relation to professional sport teams.","internal_url":"https://www.academia.edu/4705579/The_Effects_of_Gender_on_Perceptions_of_Team_Twitter_Feeds","translated_internal_url":"","created_at":"2013-10-07T14:37:09.207-07:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":32033857,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/32033857/thumbnails/1.jpg","file_name":"2013_Clavio_Walsh_Coyle.pdf","download_url":"https://www.academia.edu/attachments/32033857/download_file","bulk_download_file_name":"The_Effects_of_Gender_on_Perceptions_of.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/32033857/2013_Clavio_Walsh_Coyle-libre.pdf?1391531090=\u0026response-content-disposition=attachment%3B+filename%3DThe_Effects_of_Gender_on_Perceptions_of.pdf\u0026Expires=1743492005\u0026Signature=crC1xGdLQxt2JuIECNHXxgZbPlperIsgoWq7~8pr9PhiKmQ9~OL4zg0IT2Gb19zEH8MBRiou-R-5PM169NH0oWzJGaTQnLhkzlznhk49OyQ2BKD6oC1rcCz7FFKb3rm3TgxUro12Jr48NBA2k5bG8LmBxfby53msWkeCH0MSNJarkc5S6Mb8CfYps6HhUwbQRQEl8M62QRRgUkN4~b57babg91xkcSbQgEdlM70HSm824Exjvhb0brqC-FJN9ASDBN-7VexVnS73H1UG7od7DH5UZYQcdy2u06Dh0fNSXEqPxWj539XJMAdCSoiKVm5nkabo0ILrN07SsmlqJlK~hg__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"The_Effects_of_Gender_on_Perceptions_of_Team_Twitter_Feeds","translated_slug":"","page_count":14,"language":"en","content_type":"Work","summary":"As social media use by professional sport teams continues to grow, understanding who is using these outlets is crucial in order to best communicate with users. 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" class="work-thumbnail" src="https://attachments.academia-assets.com/31108411/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/3256523/Choosing_between_the_one_way_or_two_way_street_An_exploration_of_relationship_promotion_by_professional_athletes_on_Twitter">Choosing between the one-way or two-way street: An exploration of relationship promotion by professional athletes on Twitter. </a></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">The purpose of this study was to explore the relationships promoted by professional athletes on T...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">The purpose of this study was to explore the relationships promoted by professional athletes on Twitter utilizing the theoretical framework of parasocial interaction (PSI). Specifically, this study was a content analysis that examined professional athlete tweets in order to determine whether they predominately promoted social or parasocial relationships. The study also explored with whom athletes were engaging in social interaction as well as the topic of each tweet. The data revealed that professional athletes promoted both parasocial and social relationships equally. When they chose to be social, athletes were communicating with lay people and other professional and college athletes. Most athlete tweets were either general statements or insights into their personal lives. The implications of these and other findings will be discussed further.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-3256523-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-3256523-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/52761206/table-1-individual-athlete-tweets"><img alt="Table |. Individual Athlete Tweets " class="figure-slide-image" src="https://figures.academia-assets.com/31108411/table_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/52761215/table-2-general-athlete-data"><img alt="Table 2. General Athlete Data " class="figure-slide-image" src="https://figures.academia-assets.com/31108411/table_002.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-3256523-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="662f6129728a2e325f65c6da22963d9e" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":31108411,"asset_id":3256523,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/31108411/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="3256523"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="3256523"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 3256523; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=3256523]").text(description); $(".js-view-count[data-work-id=3256523]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 3256523; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='3256523']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "662f6129728a2e325f65c6da22963d9e" } } $('.js-work-strip[data-work-id=3256523]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":3256523,"title":"Choosing between the one-way or two-way street: An exploration of relationship promotion by professional athletes on Twitter. ","translated_title":"","metadata":{"abstract":"The purpose of this study was to explore the relationships promoted by professional athletes on Twitter utilizing the theoretical framework of parasocial interaction (PSI). Specifically, this study was a content analysis that examined professional athlete tweets in order to determine whether they predominately promoted social or parasocial relationships. The study also explored with whom athletes were engaging in social interaction as well as the topic of each tweet. The data revealed that professional athletes promoted both parasocial and social relationships equally. When they chose to be social, athletes were communicating with lay people and other professional and college athletes. Most athlete tweets were either general statements or insights into their personal lives. The implications of these and other findings will be discussed further."},"translated_abstract":"The purpose of this study was to explore the relationships promoted by professional athletes on Twitter utilizing the theoretical framework of parasocial interaction (PSI). Specifically, this study was a content analysis that examined professional athlete tweets in order to determine whether they predominately promoted social or parasocial relationships. The study also explored with whom athletes were engaging in social interaction as well as the topic of each tweet. The data revealed that professional athletes promoted both parasocial and social relationships equally. When they chose to be social, athletes were communicating with lay people and other professional and college athletes. Most athlete tweets were either general statements or insights into their personal lives. The implications of these and other findings will be discussed further.","internal_url":"https://www.academia.edu/3256523/Choosing_between_the_one_way_or_two_way_street_An_exploration_of_relationship_promotion_by_professional_athletes_on_Twitter","translated_internal_url":"","created_at":"2013-04-10T03:19:36.779-07:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":31108411,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/31108411/thumbnails/1.jpg","file_name":"2013_Frederick_Lim_Clavio_Pedersen_Burch.pdf","download_url":"https://www.academia.edu/attachments/31108411/download_file","bulk_download_file_name":"Choosing_between_the_one_way_or_two_way.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/31108411/2013_Frederick_Lim_Clavio_Pedersen_Burch-libre.pdf?1392138754=\u0026response-content-disposition=attachment%3B+filename%3DChoosing_between_the_one_way_or_two_way.pdf\u0026Expires=1743492005\u0026Signature=E6pRMyyRX8tEansBXO~L-ldzLC5YwF4DZVyNu86U~RbbYtL3Y7jOvO7-ryWEk-enExj1~KvNzMcFRjjc~48SWpajPGPAWj5522PwIsRzvCk5kiTy4ij5SEjr1kZ4wr9skUnHT8Vftt7QAYfUCi9vlr2Jz~LESxJzz~8K8eBIC5zx2DDAlzlSNvKwLrtq3HFipvDWhNlQGn0we6cGZMLzDlWfInAsCBZkEbYZS-bo0sqVkBHVfBXcvLGJWEhCsAD0QeMSuMrfE3Np1Ir04UkuG4YskRYux21Qlj~KLOrUQKAj3CRBy10hhxNk0wljJ53pY0sjEziHiue4Zdbqv92fcA__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"Choosing_between_the_one_way_or_two_way_street_An_exploration_of_relationship_promotion_by_professional_athletes_on_Twitter","translated_slug":"","page_count":22,"language":"en","content_type":"Work","summary":"The purpose of this study was to explore the relationships promoted by professional athletes on Twitter utilizing the theoretical framework of parasocial interaction (PSI). Specifically, this study was a content analysis that examined professional athlete tweets in order to determine whether they predominately promoted social or parasocial relationships. The study also explored with whom athletes were engaging in social interaction as well as the topic of each tweet. The data revealed that professional athletes promoted both parasocial and social relationships equally. When they chose to be social, athletes were communicating with lay people and other professional and college athletes. Most athlete tweets were either general statements or insights into their personal lives. 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$(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (true) { Aedu.setUpFigureCarousel('profile-work-3256523-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="5559518"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/5559518/Differences_in_Event_Brand_Personality_Between_Social_Media_Users_and_Non_Users"><img alt="Research paper thumbnail of Differences in Event Brand Personality Between Social Media Users and Non-Users" class="work-thumbnail" src="https://attachments.academia-assets.com/32651509/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/5559518/Differences_in_Event_Brand_Personality_Between_Social_Media_Users_and_Non_Users">Differences in Event Brand Personality Between Social Media Users and Non-Users</a></div><div class="wp-workCard_item"><span>Sport Marketing Quarterly</span><span>, Dec 2013</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-5559518-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-5559518-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/31778101/table-1-correlations-of-dependent-variables"><img alt="Correlations of Dependent Variables " class="figure-slide-image" src="https://figures.academia-assets.com/32651509/table_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/31778105/table-2-comparison-of-brand-personality-items-among-facebook"><img alt="Comparison of brand personality items among Facebook followers and non-followers " class="figure-slide-image" src="https://figures.academia-assets.com/32651509/table_002.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-5559518-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="3cf1bcf91e44823b0debc99f6f18cbb2" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":32651509,"asset_id":5559518,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/32651509/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="5559518"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="5559518"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 5559518; 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$(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (true) { Aedu.setUpFigureCarousel('profile-work-5559518-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="5559576"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/5559576/Perceived_Utility_of_Official_University_Athletic_Twitter_Accounts_The_Opinions_of_College_Athletic_Administrators"><img alt="Research paper thumbnail of Perceived Utility of Official University Athletic Twitter Accounts: The Opinions of College Athletic Administrators" class="work-thumbnail" src="https://attachments.academia-assets.com/32651547/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/5559576/Perceived_Utility_of_Official_University_Athletic_Twitter_Accounts_The_Opinions_of_College_Athletic_Administrators">Perceived Utility of Official University Athletic Twitter Accounts: The Opinions of College Athletic Administrators</a></div><div class="wp-workCard_item"><span>Journal of Issues in Intercollegiate Athletics</span><span>, Nov 2013</span></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">The impact of Twitter on sport organizations has been examined from a number of perspectives and ...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">The impact of Twitter on sport organizations has been examined from a number of perspectives and theoretical frameworks ). Much of that research has focused on individual motives for using Twitter, such as interactivity and information seeking, but a yet unexplored area is why organizations use Twitter. The current study examines intercollegiate athletic administrators' views of the perceived utility of Twitter as a form of marketing or communication. One hundred eighty-eight usable responses from the population of athletic directors, sport information directors, and marketing directors from 340 NCAA Division I schools were used. Results show the majority of official athletic department Twitter accounts are run by Sports Information/Media Relations and the top three target publics are alumni, students, and existing ticket holders. Additionally, three factors were identified on the scale indicating communication purpose: Interpersonal, Informational, and Promotional. For the interpersonal factor, Athletic Directors and Marketers scores statistically significantly exceeded scores of Sports Information Directors, however, classification within Division I had no statistically significant effect. .</span></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="3e93f05ab330cd696121be2626996da8" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":32651547,"asset_id":5559576,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/32651547/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="5559576"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="5559576"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 5559576; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=5559576]").text(description); $(".js-view-count[data-work-id=5559576]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 5559576; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='5559576']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "3e93f05ab330cd696121be2626996da8" } } $('.js-work-strip[data-work-id=5559576]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":5559576,"title":"Perceived Utility of Official University Athletic Twitter Accounts: The Opinions of College Athletic Administrators","translated_title":"","metadata":{"grobid_abstract":"The impact of Twitter on sport organizations has been examined from a number of perspectives and theoretical frameworks ). 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For the interpersonal factor, Athletic Directors and Marketers scores statistically significantly exceeded scores of Sports Information Directors, however, classification within Division I had no statistically significant effect. .","owner":{"id":267716,"first_name":"Galen","middle_initials":null,"last_name":"Clavio","page_name":"GalenClavio","domain_name":"indiana","created_at":"2010-10-18T12:19:57.503-07:00","display_name":"Galen Clavio","url":"https://indiana.academia.edu/GalenClavio"},"attachments":[{"id":32651547,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/32651547/thumbnails/1.jpg","file_name":"2013_Dittmore_McCarthy_McEvoy_Clavio.pdf","download_url":"https://www.academia.edu/attachments/32651547/download_file","bulk_download_file_name":"Perceived_Utility_of_Official_University.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/32651547/2013_Dittmore_McCarthy_McEvoy_Clavio-libre.pdf?1391202967=\u0026response-content-disposition=attachment%3B+filename%3DPerceived_Utility_of_Official_University.pdf\u0026Expires=1743492005\u0026Signature=ItlhiHWNdlduHMRj0hucFt~9NvHA2xcZGShl00LDlaVv~7Mnnq9pyinKUk1x5QJ-qQK3OqZmnkUROpCu~rq1gWD0w4Moat8tA1ftsaawAxNnpU~RD7kJPqyGzrGjvKXGuIMyz26hOcUVHSE2CZg10D3FRje8uVOzOqEHZy~h2I2h94IkNkODmhX3vkAe3vUeJd-d~J7pA8EvrBfQBrPZCLxRpFdNz-uLth4fsZiwWpgl1CfACUw4leEvUyu5ushVBXqYovDBs-SRahTTI0BTyBMnVNh2ba9YFENIiblycq3WXEsGDjYjvw9q6~jkldkjnR92DnkFhx5QA71q17F4Gg__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[{"id":5503,"name":"Sports Management","url":"https://www.academia.edu/Documents/in/Sports_Management"},{"id":7449,"name":"Sport Marketing","url":"https://www.academia.edu/Documents/in/Sport_Marketing"},{"id":9246,"name":"Social Media","url":"https://www.academia.edu/Documents/in/Social_Media"},{"id":13873,"name":"Twitter","url":"https://www.academia.edu/Documents/in/Twitter"},{"id":112218,"name":"College Athletics","url":"https://www.academia.edu/Documents/in/College_Athletics"}],"urls":[{"id":2160858,"url":"http://csri-jiia.org/documents/puclications/research_articles/2013/JIIA_2013_6_16_286_305_Percieved_Utility_of_Twitter.pdf"}]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (false) { Aedu.setUpFigureCarousel('profile-work-5559576-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="3256774"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/3256774/Networked_Fandom_Applying_Systems_Theory_to_Sport_Twitter_Analysis"><img alt="Research paper thumbnail of Networked Fandom: Applying Systems Theory to Sport Twitter Analysis" class="work-thumbnail" src="https://attachments.academia-assets.com/31108616/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/3256774/Networked_Fandom_Applying_Systems_Theory_to_Sport_Twitter_Analysis">Networked Fandom: Applying Systems Theory to Sport Twitter Analysis</a></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">The purpose of this study was to employ systems theory to analyze the social network of a Big Ten...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">The purpose of this study was to employ systems theory to analyze the social network of a Big Ten football team’s Twitter community. An identifiable network was found among the observed actors (N = 139), with fan accounts composing the largest percentage of the network. The number of observed reciprocal interactions was low, only 11.8% of the interactions and only 21.5% of the nodes. Traditional- media accounts frequently interacted with other media accounts, while fans inter- acted primarily with other fans. Overall, nontraditional-media accounts’ users were most focused on interactivity. Team-related accounts were almost nonexistent in the interactive network. A systems-theory-based network was found in terms of input, transformation, and output components. The feedback loop was the weak link in the network, indicating a possible lack of importance of direct feedback in Twitter social networks.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-3256774-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-3256774-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/7280505/figure-1-networked-fandom-applying-systems-theory-to-sport"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/31108616/figure_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/7280511/table-1-note-percentages-refer-to-row-totals"><img alt="Note. Percentages refer to row totals. " class="figure-slide-image" src="https://figures.academia-assets.com/31108616/table_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/7280518/table-2-nodetypes-and-percentage-of-total-interactions-by"><img alt="2 NodeTypes and Percentage of Total Interactions by Node agenda setters or opinion leaders due to their role in the network as an information hub. Traditional-media accounts in particular garnered a great deal of attention from other accounts, as just under 25% of interactive tweets from fans were directed toward traditional media. Traditional-media accounts also tended to interact greatly with each other, as over half of the interactive tweets that originated from these accounts were directed at other traditional-media accounts. Nontraditional-media accounts, which represented blogs, message boards, and other Internet-only sports media, appeared to possess the users most focused on interactivity, as several members of this class had multiple interactions. " class="figure-slide-image" src="https://figures.academia-assets.com/31108616/table_002.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-3256774-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="822849ea5d2ab01047c0e831207301b2" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":31108616,"asset_id":3256774,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/31108616/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="3256774"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="3256774"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 3256774; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=3256774]").text(description); $(".js-view-count[data-work-id=3256774]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 3256774; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='3256774']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "822849ea5d2ab01047c0e831207301b2" } } $('.js-work-strip[data-work-id=3256774]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":3256774,"title":"Networked Fandom: Applying Systems Theory to Sport Twitter Analysis","translated_title":"","metadata":{"abstract":"The purpose of this study was to employ systems theory to analyze the social network of a Big Ten football team’s Twitter community. An identifiable network was found among the observed actors (N = 139), with fan accounts composing the largest percentage of the network. The number of observed reciprocal interactions was low, only 11.8% of the interactions and only 21.5% of the nodes. Traditional- media accounts frequently interacted with other media accounts, while fans inter- acted primarily with other fans. Overall, nontraditional-media accounts’ users were most focused on interactivity. Team-related accounts were almost nonexistent in the interactive network. A systems-theory-based network was found in terms of input, transformation, and output components. The feedback loop was the weak link in the network, indicating a possible lack of importance of direct feedback in Twitter social networks."},"translated_abstract":"The purpose of this study was to employ systems theory to analyze the social network of a Big Ten football team’s Twitter community. An identifiable network was found among the observed actors (N = 139), with fan accounts composing the largest percentage of the network. The number of observed reciprocal interactions was low, only 11.8% of the interactions and only 21.5% of the nodes. Traditional- media accounts frequently interacted with other media accounts, while fans inter- acted primarily with other fans. Overall, nontraditional-media accounts’ users were most focused on interactivity. Team-related accounts were almost nonexistent in the interactive network. A systems-theory-based network was found in terms of input, transformation, and output components. The feedback loop was the weak link in the network, indicating a possible lack of importance of direct feedback in Twitter social networks.","internal_url":"https://www.academia.edu/3256774/Networked_Fandom_Applying_Systems_Theory_to_Sport_Twitter_Analysis","translated_internal_url":"","created_at":"2013-04-10T04:18:46.824-07:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":31108616,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/31108616/thumbnails/1.jpg","file_name":"2012_Clavio_Burch_Frederick.pdf","download_url":"https://www.academia.edu/attachments/31108616/download_file","bulk_download_file_name":"Networked_Fandom_Applying_Systems_Theory.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/31108616/2012_Clavio_Burch_Frederick-libre.pdf?1392285285=\u0026response-content-disposition=attachment%3B+filename%3DNetworked_Fandom_Applying_Systems_Theory.pdf\u0026Expires=1743492005\u0026Signature=A~WRKXsizo7qIHwLtBpadtB-oftEbLZKl0X0Bg444y~3n7282Q6t3FIxtA4n59YDwamJIbPcqmeo1Kk1IstMe1q9O9kIaRFKYHaRSfOtkn5JiCTjzneZhmujFLk8uoZMsKBtIut39OMM4Yda2gyztaEPxG5WqRIc-lgsM4PL6iX2QWKq1A-0~T21tRL28gtuXAWIbjGSQecnD5bMVfDuuUwjEYcf-Jc3Iksp1X6-727yA8lHJ1-1cAfEZFtsG0SUGcf2uIElLTxoRhYJAvPkQ2Brcw7qbJOb-pnHCjn5eZ5SzTFfST8MHdVnKDpFiZOLXCtT5d0u5ul3LWkA56r98Q__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"Networked_Fandom_Applying_Systems_Theory_to_Sport_Twitter_Analysis","translated_slug":"","page_count":17,"language":"en","content_type":"Work","summary":"The purpose of this study was to employ systems theory to analyze the social network of a Big Ten football team’s Twitter community. An identifiable network was found among the observed actors (N = 139), with fan accounts composing the largest percentage of the network. The number of observed reciprocal interactions was low, only 11.8% of the interactions and only 21.5% of the nodes. Traditional- media accounts frequently interacted with other media accounts, while fans inter- acted primarily with other fans. Overall, nontraditional-media accounts’ users were most focused on interactivity. Team-related accounts were almost nonexistent in the interactive network. A systems-theory-based network was found in terms of input, transformation, and output components. The feedback loop was the weak link in the network, indicating a possible lack of importance of direct feedback in Twitter social networks.","owner":{"id":267716,"first_name":"Galen","middle_initials":null,"last_name":"Clavio","page_name":"GalenClavio","domain_name":"indiana","created_at":"2010-10-18T12:19:57.503-07:00","display_name":"Galen Clavio","url":"https://indiana.academia.edu/GalenClavio"},"attachments":[{"id":31108616,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/31108616/thumbnails/1.jpg","file_name":"2012_Clavio_Burch_Frederick.pdf","download_url":"https://www.academia.edu/attachments/31108616/download_file","bulk_download_file_name":"Networked_Fandom_Applying_Systems_Theory.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/31108616/2012_Clavio_Burch_Frederick-libre.pdf?1392285285=\u0026response-content-disposition=attachment%3B+filename%3DNetworked_Fandom_Applying_Systems_Theory.pdf\u0026Expires=1743492005\u0026Signature=A~WRKXsizo7qIHwLtBpadtB-oftEbLZKl0X0Bg444y~3n7282Q6t3FIxtA4n59YDwamJIbPcqmeo1Kk1IstMe1q9O9kIaRFKYHaRSfOtkn5JiCTjzneZhmujFLk8uoZMsKBtIut39OMM4Yda2gyztaEPxG5WqRIc-lgsM4PL6iX2QWKq1A-0~T21tRL28gtuXAWIbjGSQecnD5bMVfDuuUwjEYcf-Jc3Iksp1X6-727yA8lHJ1-1cAfEZFtsG0SUGcf2uIElLTxoRhYJAvPkQ2Brcw7qbJOb-pnHCjn5eZ5SzTFfST8MHdVnKDpFiZOLXCtT5d0u5ul3LWkA56r98Q__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[{"id":859,"name":"Communication","url":"https://www.academia.edu/Documents/in/Communication"},{"id":5503,"name":"Sports Management","url":"https://www.academia.edu/Documents/in/Sports_Management"},{"id":7449,"name":"Sport Marketing","url":"https://www.academia.edu/Documents/in/Sport_Marketing"},{"id":9246,"name":"Social Media","url":"https://www.academia.edu/Documents/in/Social_Media"},{"id":13873,"name":"Twitter","url":"https://www.academia.edu/Documents/in/Twitter"}],"urls":[]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (true) { Aedu.setUpFigureCarousel('profile-work-3256774-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="3256749"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/3256749/Why_We_Follow_An_Examination_of_Parasocial_Interaction_and_Fan_Motivations_for_Following_Athlete_Archetypes_on_Twitter"><img alt="Research paper thumbnail of Why We Follow: An Examination of Parasocial Interaction and Fan Motivations for Following Athlete Archetypes on Twitter" class="work-thumbnail" src="https://attachments.academia-assets.com/31108591/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/3256749/Why_We_Follow_An_Examination_of_Parasocial_Interaction_and_Fan_Motivations_for_Following_Athlete_Archetypes_on_Twitter">Why We Follow: An Examination of Parasocial Interaction and Fan Motivations for Following Athlete Archetypes on Twitter</a></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">An Internet-based survey was posted on the Twitter feeds and Facebook pages of 1 predominantly so...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">An Internet-based survey was posted on the Twitter feeds and Facebook pages of 1 predominantly social and 1 predominantly parasocial athlete to ascertain the similarities and differences between their follower sets in terms of parasocial inter- action development and follower motivations. Analysis of the data revealed a sense of heightened interpersonal closeness based on the interaction style of the athlete. While followers of the social athlete were driven by interpersonal constructs, fol- lowers of the parasocial athlete relied more on media conventions in their inter- action patterns. To understand follower motivations, exploratory factor analyses were conducted for both follower sets. For followers of the social athlete, most of the interactivity, information-gathering, personality, and entertainment items loaded together. Unlike followers of the social athlete, fanship and community items loaded alongside information-gathering items for followers of the parasocial athlete. The implications of these and other findings are discussed further.</span></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="42e86717be1748c82d5bf7ef18f7249d" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":31108591,"asset_id":3256749,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/31108591/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="3256749"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="3256749"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 3256749; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=3256749]").text(description); $(".js-view-count[data-work-id=3256749]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 3256749; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='3256749']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "42e86717be1748c82d5bf7ef18f7249d" } } $('.js-work-strip[data-work-id=3256749]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":3256749,"title":"Why We Follow: An Examination of Parasocial Interaction and Fan Motivations for Following Athlete Archetypes on Twitter","translated_title":"","metadata":{"abstract":"An Internet-based survey was posted on the Twitter feeds and Facebook pages of 1 predominantly social and 1 predominantly parasocial athlete to ascertain the similarities and differences between their follower sets in terms of parasocial inter- action development and follower motivations. Analysis of the data revealed a sense of heightened interpersonal closeness based on the interaction style of the athlete. While followers of the social athlete were driven by interpersonal constructs, fol- lowers of the parasocial athlete relied more on media conventions in their inter- action patterns. To understand follower motivations, exploratory factor analyses were conducted for both follower sets. For followers of the social athlete, most of the interactivity, information-gathering, personality, and entertainment items loaded together. Unlike followers of the social athlete, fanship and community items loaded alongside information-gathering items for followers of the parasocial athlete. The implications of these and other findings are discussed further."},"translated_abstract":"An Internet-based survey was posted on the Twitter feeds and Facebook pages of 1 predominantly social and 1 predominantly parasocial athlete to ascertain the similarities and differences between their follower sets in terms of parasocial inter- action development and follower motivations. Analysis of the data revealed a sense of heightened interpersonal closeness based on the interaction style of the athlete. While followers of the social athlete were driven by interpersonal constructs, fol- lowers of the parasocial athlete relied more on media conventions in their inter- action patterns. To understand follower motivations, exploratory factor analyses were conducted for both follower sets. For followers of the social athlete, most of the interactivity, information-gathering, personality, and entertainment items loaded together. Unlike followers of the social athlete, fanship and community items loaded alongside information-gathering items for followers of the parasocial athlete. The implications of these and other findings are discussed further.","internal_url":"https://www.academia.edu/3256749/Why_We_Follow_An_Examination_of_Parasocial_Interaction_and_Fan_Motivations_for_Following_Athlete_Archetypes_on_Twitter","translated_internal_url":"","created_at":"2013-04-10T04:11:19.970-07:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":31108591,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/31108591/thumbnails/1.jpg","file_name":"2012_Frederick_Lim_Clavio_Walsh.pdf","download_url":"https://www.academia.edu/attachments/31108591/download_file","bulk_download_file_name":"Why_We_Follow_An_Examination_of_Parasoci.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/31108591/2012_Frederick_Lim_Clavio_Walsh-libre.pdf?1392226076=\u0026response-content-disposition=attachment%3B+filename%3DWhy_We_Follow_An_Examination_of_Parasoci.pdf\u0026Expires=1743492005\u0026Signature=DbGXEaIFJD0TfZFQDh84N4Zhp7i291XbWjQ04Cv-esgD2HVMyIAnKSjvYd3bPzb1uktTrk4bdt21DZw15CWkNts9dEqOSv3XoHcvtH9~M0UAZpvsu2~EG5jIVOXKKztnKDGkL5ts-JiZW-hNIBhowc5yPJ07QAdiG6sjwPBGDJRI01L4TJC3Q5smjXaGM8JMmYShCQVy1PkyxPc1tW0Ov7g7GZb14sToVhw6WOvSiNzeBACB5xY1yOJWWqWIKTuF~mfRZGlaO4kfOVD5hGVAaokj~ZN1PYQr1Z~qpo0j00fKAzJZcq~B8BzWE2jXNFZUnG--kGnztCYJwSkb-Tgt8A__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"Why_We_Follow_An_Examination_of_Parasocial_Interaction_and_Fan_Motivations_for_Following_Athlete_Archetypes_on_Twitter","translated_slug":"","page_count":22,"language":"en","content_type":"Work","summary":"An Internet-based survey was posted on the Twitter feeds and Facebook pages of 1 predominantly social and 1 predominantly parasocial athlete to ascertain the similarities and differences between their follower sets in terms of parasocial inter- action development and follower motivations. Analysis of the data revealed a sense of heightened interpersonal closeness based on the interaction style of the athlete. While followers of the social athlete were driven by interpersonal constructs, fol- lowers of the parasocial athlete relied more on media conventions in their inter- action patterns. To understand follower motivations, exploratory factor analyses were conducted for both follower sets. For followers of the social athlete, most of the interactivity, information-gathering, personality, and entertainment items loaded together. Unlike followers of the social athlete, fanship and community items loaded alongside information-gathering items for followers of the parasocial athlete. The implications of these and other findings are discussed further.","owner":{"id":267716,"first_name":"Galen","middle_initials":null,"last_name":"Clavio","page_name":"GalenClavio","domain_name":"indiana","created_at":"2010-10-18T12:19:57.503-07:00","display_name":"Galen Clavio","url":"https://indiana.academia.edu/GalenClavio"},"attachments":[{"id":31108591,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/31108591/thumbnails/1.jpg","file_name":"2012_Frederick_Lim_Clavio_Walsh.pdf","download_url":"https://www.academia.edu/attachments/31108591/download_file","bulk_download_file_name":"Why_We_Follow_An_Examination_of_Parasoci.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/31108591/2012_Frederick_Lim_Clavio_Walsh-libre.pdf?1392226076=\u0026response-content-disposition=attachment%3B+filename%3DWhy_We_Follow_An_Examination_of_Parasoci.pdf\u0026Expires=1743492005\u0026Signature=DbGXEaIFJD0TfZFQDh84N4Zhp7i291XbWjQ04Cv-esgD2HVMyIAnKSjvYd3bPzb1uktTrk4bdt21DZw15CWkNts9dEqOSv3XoHcvtH9~M0UAZpvsu2~EG5jIVOXKKztnKDGkL5ts-JiZW-hNIBhowc5yPJ07QAdiG6sjwPBGDJRI01L4TJC3Q5smjXaGM8JMmYShCQVy1PkyxPc1tW0Ov7g7GZb14sToVhw6WOvSiNzeBACB5xY1yOJWWqWIKTuF~mfRZGlaO4kfOVD5hGVAaokj~ZN1PYQr1Z~qpo0j00fKAzJZcq~B8BzWE2jXNFZUnG--kGnztCYJwSkb-Tgt8A__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[],"urls":[]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (false) { Aedu.setUpFigureCarousel('profile-work-3256749-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="13515999"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/13515999/Comparing_brand_awareness_levels_of_in_game_advertising_in_sport_video_games_featuring_visual_and_verbal_cues"><img alt="Research paper thumbnail of Comparing brand awareness levels of in-game advertising in sport video games featuring visual and verbal cues" class="work-thumbnail" src="https://attachments.academia-assets.com/38063250/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/13515999/Comparing_brand_awareness_levels_of_in_game_advertising_in_sport_video_games_featuring_visual_and_verbal_cues">Comparing brand awareness levels of in-game advertising in sport video games featuring visual and verbal cues</a></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">As technology advances, new forms of in-game advertising (IGA) executions continue to be develope...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">As technology advances, new forms of in-game advertising (IGA) executions continue to be developed. What was once simply a static advertisement has expanded to include verbal mentions of the brands placed within the games. While research has examined brand awareness of IGA, what has yet to be determined is the effectiveness of IGA which features these verbal cues. Therefore, this study examined the brand awareness levels of IGA which featured a visual brand placement (e.g., company logo placed within the game) versus those that have the visual placement accompanied by a verbal mention of the brand name. The results indicate that brand awareness levels were significantly higher for advertisements that contained both the visual and the verbal cues.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-13515999-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-13515999-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/50091256/table-1-correct-brand-recall-and-recognition-levels"><img alt="Table |. Correct Brand Recall and Recognition Levels. *Significant difference at p < .001. " class="figure-slide-image" src="https://figures.academia-assets.com/38063250/table_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/50091261/table-2-note-indicates-that-the-brand-was-not-advertised-in"><img alt="Note. N/A indicates that the brand was not advertised in the game version. Table 2. Brand Recall and Recognition Correct Percentages. 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These can come in the form of channels, web pages that host all of a user's video clips. Other YouTube users can subscribe to these channels, meaning a channel's updates appear on a user's YouTube home page. Among the entities utilising this inexpensive way of disseminating video messages is 16-year-old professional soccer league Major League Soccer (MLS). Researchers examined whether a sport organisation (i.e., MLS) can use such a website to practice agenda-setting through the posting of certain kinds of videos. Results showed that agenda-setting is being accomplished on a small scale, but can potentially be accomplished on a larger scale by using YouTube as if it were a traditional mass medium.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-1277993-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-1277993-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/1019827/table-1-coding-protocols-while-most-of-the-views-and"><img alt="Table 1 Coding protocols While most of the views and comments for the individual videos fell in a certain range. the presence of a small number of outliers necessitated recasting the results into more manageable slots. Five videos had views of more than 100,000, with one, of Los Angeles Galaxy player David Beckham’s first MLS goal, having received more than 2,000,000. Views, comments, likes and dislikes were each regrouped to include fewer possible results while retaining the entire dataset. In addition, the categories in clip category were changed to group together the video clips featuring individual on-field action o1 interviews. This resulted in five total clip categories, including game highlights. individual (player) highlights, interviews, advertisements and the MLS’ highlight package studio shows. These variables were subsequently examined via SPSS, initially through frequency analysis. Following this, chi-square, cross-tabulations, ANOVA and regression analyses were utilised, in order to gain further insight from the data. " class="figure-slide-image" src="https://figures.academia-assets.com/39395482/table_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/1019828/table-2-ordinal-values-of-recoded-variables-following-this"><img alt="Table 2 Ordinal values of recoded variables Following this recoding process, a set of ANOVAs was conducted on recoded clip category in relation to these new variables and significant differences were found in all four. For the ANOVA involving recoded clip category and recoded clip views, the analysis was significant, F (7.246) = 18.054, p < .000. Significant differences were found between the category of game highlights (VM = 3.86, SD = .89) and individual highlights " class="figure-slide-image" src="https://figures.academia-assets.com/39395482/table_002.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/1019829/table-3-frequency-of-single-organisation-mentions-the-third"><img alt="Table 3 Frequency of single organisation mentions The third research question asked whether some MLS teams seem to receive a higher degree of focus than others. To answer this question, researchers created a new variable for organisation of focus, eliminating all entries that featured two teams. These were mostly game highlights, as MLS’ YouTube channel posted highlights from every game featuring an MLS team. Four game highlight clips remained as they showcased individual teams competing either in non-MLS tournaments or exhibition games. This was done to create a category focusing solely on videos featuring one MLS team, to determine which organisations, if any, the league promoted above the others. Of 38 video clips (15.4% of the total videos studied) that focused on a single organisation, the Los Angeles Galaxy had the most, with seven videos (four individual highlight clips and three interview clips). The remaining frequencies for each team as an individual subject of " class="figure-slide-image" src="https://figures.academia-assets.com/39395482/table_003.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-1277993-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="a290bbf1d6e33dc73d370e9b388a9921" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":39395482,"asset_id":1277993,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/39395482/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="1277993"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="1277993"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 1277993; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=1277993]").text(description); $(".js-view-count[data-work-id=1277993]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 1277993; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='1277993']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "a290bbf1d6e33dc73d370e9b388a9921" } } $('.js-work-strip[data-work-id=1277993]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":1277993,"title":"Set the agenda like Beckham: a professional sports league's use of YouTube to disseminate messages to its users","translated_title":"","metadata":{"publisher":"Inderscience","ai_title_tag":"MLS Uses YouTube for Agenda-Setting","grobid_abstract":"The popularity of the video aggregation website YouTube has led some sporting organisations to establish a presence on the site. These can come in the form of channels, web pages that host all of a user's video clips. Other YouTube users can subscribe to these channels, meaning a channel's updates appear on a user's YouTube home page. Among the entities utilising this inexpensive way of disseminating video messages is 16-year-old professional soccer league Major League Soccer (MLS). Researchers examined whether a sport organisation (i.e., MLS) can use such a website to practice agenda-setting through the posting of certain kinds of videos. Results showed that agenda-setting is being accomplished on a small scale, but can potentially be accomplished on a larger scale by using YouTube as if it were a traditional mass medium.","publication_date":{"day":1,"month":1,"year":2011,"errors":{}},"publication_name":"International Journal of Sport …","grobid_abstract_attachment_id":39395482},"translated_abstract":null,"internal_url":"https://www.academia.edu/1277993/Set_the_agenda_like_Beckham_a_professional_sports_leagues_use_of_YouTube_to_disseminate_messages_to_its_users","translated_internal_url":"","created_at":"2012-01-23T14:15:50.643-08:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":39395482,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/39395482/thumbnails/1.jpg","file_name":"18_2011_Zimmerman_Clavio_Lim.pdf","download_url":"https://www.academia.edu/attachments/39395482/download_file","bulk_download_file_name":"Set_the_agenda_like_Beckham_a_profession.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/39395482/18_2011_Zimmerman_Clavio_Lim-libre.pdf?1445657492=\u0026response-content-disposition=attachment%3B+filename%3DSet_the_agenda_like_Beckham_a_profession.pdf\u0026Expires=1743492005\u0026Signature=HO9SIR4jhZYEK6woI2ZCzAeYNq2VKy2SeCYWtPXHeiYNhPPDGYaJ~92m1eEEPnF6HY9SPjON5q8PcllLbnLirZCMvXdtN3LFUAfopdNOCQcH4NKuHEMb86j5NHcCBYJFCTYZONJzrj5b8F0G0bMdYawtsWxGkJ5NVBbjc-EmgU7yE4EYmw-PqizGVu-kieL2pg1Ix33UE261xfL49GnluVFPuWUHwLFU47ssFplj15kVlaOE98DkfhiKN8sTLUUTRAXIq9vYY4g1UyKbSX-l06Xi5CuzEFhTfhaGmQPvZ4AOFsLtR~uNUPZ3hSyQ58MfGeoQifhfYYAgd5ywOTql7w__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"Set_the_agenda_like_Beckham_a_professional_sports_leagues_use_of_YouTube_to_disseminate_messages_to_its_users","translated_slug":"","page_count":16,"language":"en","content_type":"Work","summary":"The popularity of the video aggregation website YouTube has led some sporting organisations to establish a presence on the site. These can come in the form of channels, web pages that host all of a user's video clips. Other YouTube users can subscribe to these channels, meaning a channel's updates appear on a user's YouTube home page. Among the entities utilising this inexpensive way of disseminating video messages is 16-year-old professional soccer league Major League Soccer (MLS). Researchers examined whether a sport organisation (i.e., MLS) can use such a website to practice agenda-setting through the posting of certain kinds of videos. Results showed that agenda-setting is being accomplished on a small scale, but can potentially be accomplished on a larger scale by using YouTube as if it were a traditional mass medium.","owner":{"id":267716,"first_name":"Galen","middle_initials":null,"last_name":"Clavio","page_name":"GalenClavio","domain_name":"indiana","created_at":"2010-10-18T12:19:57.503-07:00","display_name":"Galen Clavio","url":"https://indiana.academia.edu/GalenClavio"},"attachments":[{"id":39395482,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/39395482/thumbnails/1.jpg","file_name":"18_2011_Zimmerman_Clavio_Lim.pdf","download_url":"https://www.academia.edu/attachments/39395482/download_file","bulk_download_file_name":"Set_the_agenda_like_Beckham_a_profession.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/39395482/18_2011_Zimmerman_Clavio_Lim-libre.pdf?1445657492=\u0026response-content-disposition=attachment%3B+filename%3DSet_the_agenda_like_Beckham_a_profession.pdf\u0026Expires=1743492005\u0026Signature=HO9SIR4jhZYEK6woI2ZCzAeYNq2VKy2SeCYWtPXHeiYNhPPDGYaJ~92m1eEEPnF6HY9SPjON5q8PcllLbnLirZCMvXdtN3LFUAfopdNOCQcH4NKuHEMb86j5NHcCBYJFCTYZONJzrj5b8F0G0bMdYawtsWxGkJ5NVBbjc-EmgU7yE4EYmw-PqizGVu-kieL2pg1Ix33UE261xfL49GnluVFPuWUHwLFU47ssFplj15kVlaOE98DkfhiKN8sTLUUTRAXIq9vYY4g1UyKbSX-l06Xi5CuzEFhTfhaGmQPvZ4AOFsLtR~uNUPZ3hSyQ58MfGeoQifhfYYAgd5ywOTql7w__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[{"id":49905,"name":"Sport","url":"https://www.academia.edu/Documents/in/Sport"},{"id":397579,"name":"Sport Management \u0026 Marketing","url":"https://www.academia.edu/Documents/in/Sport_Management_and_Marketing"}],"urls":[]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (true) { Aedu.setUpFigureCarousel('profile-work-1277993-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="3256651"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/3256651/_WorldSeries_An_Empirical_Examination_of_a_Twitter_Hashtag_During_a_Major_Sporting_Event"><img alt="Research paper thumbnail of #WorldSeries: An Empirical Examination of a Twitter Hashtag During a Major Sporting Event" class="work-thumbnail" src="https://attachments.academia-assets.com/31108486/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/3256651/_WorldSeries_An_Empirical_Examination_of_a_Twitter_Hashtag_During_a_Major_Sporting_Event">#WorldSeries: An Empirical Examination of a Twitter Hashtag During a Major Sporting Event</a></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">Sport organizations, teams, and athletes are growing constituencies that use social- media platfo...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">Sport organizations, teams, and athletes are growing constituencies that use social- media platforms such as Facebook and Twitter to engage in dialogue with their respective audiences. The purpose of this study was to examine Twitter hashtag use during a major sporting event. Specifically, this study analyzed #WorldSeries during the 2011 World Series. The study employed a content-analysis methodol- ogy to determine who was using the hashtag and how it was being used. Using systematic sampling, 1,450 tweets were analyzed. The results demonstrated that #WorldSeries was being used predominantly by laypersons to express fanship, as well as interactivity. When individuals were being interactive with this hashtag, they were doing so mainly with MLB/league officials and other laypersons. Most of these interactive tweets were also expressions of fanship. The implications of these findings are discussed further.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-3256651-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-3256651-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/25247633/table-1-worldseries-an-empirical-examination-of-twitter"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/31108486/table_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/25247640/table-2-ible-recipient-of-interactive-tweets"><img alt="ible 3. Recipient of Interactive Tweets " class="figure-slide-image" src="https://figures.academia-assets.com/31108486/table_002.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/25247647/table-3-worldseries-an-empirical-examination-of-twitter"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/31108486/table_003.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/25247653/table-4-worldseries-an-empirical-examination-of-twitter"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/31108486/table_004.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-3256651-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="4ac3d7d33d5f84166d0926f0eabb8fec" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":31108486,"asset_id":3256651,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/31108486/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="3256651"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="3256651"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 3256651; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=3256651]").text(description); $(".js-view-count[data-work-id=3256651]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 3256651; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='3256651']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "4ac3d7d33d5f84166d0926f0eabb8fec" } } $('.js-work-strip[data-work-id=3256651]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":3256651,"title":"#WorldSeries: An Empirical Examination of a Twitter Hashtag During a Major Sporting Event","translated_title":"","metadata":{"abstract":"Sport organizations, teams, and athletes are growing constituencies that use social- media platforms such as Facebook and Twitter to engage in dialogue with their respective audiences. The purpose of this study was to examine Twitter hashtag use during a major sporting event. Specifically, this study analyzed #WorldSeries during the 2011 World Series. The study employed a content-analysis methodol- ogy to determine who was using the hashtag and how it was being used. Using systematic sampling, 1,450 tweets were analyzed. The results demonstrated that #WorldSeries was being used predominantly by laypersons to express fanship, as well as interactivity. When individuals were being interactive with this hashtag, they were doing so mainly with MLB/league officials and other laypersons. Most of these interactive tweets were also expressions of fanship. The implications of these findings are discussed further.","ai_title_tag":"Analyzing #WorldSeries Usage on Twitter"},"translated_abstract":"Sport organizations, teams, and athletes are growing constituencies that use social- media platforms such as Facebook and Twitter to engage in dialogue with their respective audiences. The purpose of this study was to examine Twitter hashtag use during a major sporting event. Specifically, this study analyzed #WorldSeries during the 2011 World Series. The study employed a content-analysis methodol- ogy to determine who was using the hashtag and how it was being used. Using systematic sampling, 1,450 tweets were analyzed. The results demonstrated that #WorldSeries was being used predominantly by laypersons to express fanship, as well as interactivity. When individuals were being interactive with this hashtag, they were doing so mainly with MLB/league officials and other laypersons. Most of these interactive tweets were also expressions of fanship. The implications of these findings are discussed further.","internal_url":"https://www.academia.edu/3256651/_WorldSeries_An_Empirical_Examination_of_a_Twitter_Hashtag_During_a_Major_Sporting_Event","translated_internal_url":"","created_at":"2013-04-10T03:41:00.345-07:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":31108486,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/31108486/thumbnails/1.jpg","file_name":"2012_Blaszka_Burch_Frederick_Clavio_Walsh.pdf","download_url":"https://www.academia.edu/attachments/31108486/download_file","bulk_download_file_name":"WorldSeries_An_Empirical_Examination_of.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/31108486/2012_Blaszka_Burch_Frederick_Clavio_Walsh-libre.pdf?1392171234=\u0026response-content-disposition=attachment%3B+filename%3DWorldSeries_An_Empirical_Examination_of.pdf\u0026Expires=1743492005\u0026Signature=UXSeWXqgTYF4H1ftuaNJBLAi2EGcJdU0atJaymfPh2HIEw4Gwi36EQlfErWepvmqfXP0AFaSyIhb8PeckwYH~Z6V2BypQM18APDgIJYUaGKL7u3s4BYz4jjY41G64HMKCpDT5T-rE7oIdPnjcIWySO9h~dK6fYN5bY2p00y9dlD9SHZRf~qxzwBcUV24eYcXJc7q5quBLZv3RUl2z-WChky6GXekY3BJBtZ5U5~~dqtj2fCNAGHrb8NFfK~tH02zhhRtBhLeYIFaHmbASqCSuj4rsTPDVOKHowOIYosBOODfS5PsVECiuhucg5UTfIynrsXCcNYZX5N0hAo2xE9STA__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"_WorldSeries_An_Empirical_Examination_of_a_Twitter_Hashtag_During_a_Major_Sporting_Event","translated_slug":"","page_count":19,"language":"en","content_type":"Work","summary":"Sport organizations, teams, and athletes are growing constituencies that use social- media platforms such as Facebook and Twitter to engage in dialogue with their respective audiences. The purpose of this study was to examine Twitter hashtag use during a major sporting event. Specifically, this study analyzed #WorldSeries during the 2011 World Series. The study employed a content-analysis methodol- ogy to determine who was using the hashtag and how it was being used. Using systematic sampling, 1,450 tweets were analyzed. The results demonstrated that #WorldSeries was being used predominantly by laypersons to express fanship, as well as interactivity. When individuals were being interactive with this hashtag, they were doing so mainly with MLB/league officials and other laypersons. Most of these interactive tweets were also expressions of fanship. 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The study also measured whether consumers perceived the use of athletes' likenesses as sponsorship of these games, as well as whether certain demographic, usage, and other criteria may influence their positions on whether athletes should be compensated for such use, in excess of their current athletic scholarships. Findings point to the ability of consumers to identify athletes in the video games overall, and at a significantly higher percentage for nationally known football players whose likenesses are utilized in the games. Unsurprisingly, knowledge of college football as a sport, and of the video game series itself, significantly correlated with increased likelihood of identifying digital representations of real-life players. These and other findings, and their implications for NCAA policy and pending litigation related to student-athlete likenesses, are discussed.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-3256442-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-3256442-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/2306144/figure-2-sample-player-roster-information-page-downloaded"><img alt="Figure 2 - Sample player roster information page Downloaded from http://csri-jiia.org ©2013 College Sport Research Institute. All rights reserved. Not for commercial use or unauthorized distribution. " class="figure-slide-image" src="https://figures.academia-assets.com/31108263/figure_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/2306147/figure-1-sample-player-representation-within-ea-sports-ncaa"><img alt="Figure 1 - Sample player representation within EA Sports NCAA Football 2010 " class="figure-slide-image" src="https://figures.academia-assets.com/31108263/figure_002.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/2306151/table-1-responses-to-national-player-selection-downloaded"><img alt="Table 1 - Responses to national player selection Downloaded from http://csri-jiia.org ©2013 College Sport Research Institute. All rights reserved. Not for " class="figure-slide-image" src="https://figures.academia-assets.com/31108263/table_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/2306155/table-3-impact-of-variables-on-ability-to-identify-local"><img alt="Table 3 - Impact of Variables on Ability to Identify Local University Players " class="figure-slide-image" src="https://figures.academia-assets.com/31108263/table_002.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/2306159/table-2-impact-of-variables-on-ability-to-identify-national"><img alt="Table 2 - Impact of Variables on Ability to Identify National Marquee Players " class="figure-slide-image" src="https://figures.academia-assets.com/31108263/table_003.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/2306162/table-4-impact-of-variables-on-individual-perceptions-that"><img alt="Table 4 - Impact of Variables on Individual Perceptions that Players are being Compensated Discussion With respect to the fourth research question, when asked whether college lootball players were being compensated for appearing the game, 75% of respondents said no, with ten percent responding yes and 15% indicating they were unsure. Respondents were also asked whether players should be compensated for appearing in the game. 17.3% strongly disagreed, 35.7% disagreed, 22.5% neither agreed nor disagreed, 19.7% agreed, and 4.8% strongly agreed. With respect to the fifth research question, a binary logistic regression analysis was conducted to determine if any demographic and usage variables had an effect on whether individuals believed players were being compensated for appearing in video games. Game familiarity (f =-.270) was a significant predictor of individuals’ perceptions that players were being compensated for appearing in the game ( ,? = 30.645, p <.05, df= 16) with a Nagelkerke R? of .134. This significant negative result indicates that the more familiar individuals are with the game, the less likely they believe athletes are being compensated. " class="figure-slide-image" src="https://figures.academia-assets.com/31108263/table_004.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-3256442-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="025fe84932404bfd961f91544d35947b" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":31108263,"asset_id":3256442,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/31108263/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="3256442"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="3256442"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 3256442; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=3256442]").text(description); $(".js-view-count[data-work-id=3256442]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 3256442; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='3256442']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "025fe84932404bfd961f91544d35947b" } } $('.js-work-strip[data-work-id=3256442]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":3256442,"title":"College Athlete Representations in Sports Video Games","translated_title":"","metadata":{"abstract":"This study sought to gauge college sport video-game consumers' ability to identify National Collegiate Athletic Association (NCAA) college football players, whose likenesses are featured in such games. The study also measured whether consumers perceived the use of athletes' likenesses as sponsorship of these games, as well as whether certain demographic, usage, and other criteria may influence their positions on whether athletes should be compensated for such use, in excess of their current athletic scholarships. Findings point to the ability of consumers to identify athletes in the video games overall, and at a significantly higher percentage for nationally known football players whose likenesses are utilized in the games. Unsurprisingly, knowledge of college football as a sport, and of the video game series itself, significantly correlated with increased likelihood of identifying digital representations of real-life players. These and other findings, and their implications for NCAA policy and pending litigation related to student-athlete likenesses, are discussed."},"translated_abstract":"This study sought to gauge college sport video-game consumers' ability to identify National Collegiate Athletic Association (NCAA) college football players, whose likenesses are featured in such games. The study also measured whether consumers perceived the use of athletes' likenesses as sponsorship of these games, as well as whether certain demographic, usage, and other criteria may influence their positions on whether athletes should be compensated for such use, in excess of their current athletic scholarships. Findings point to the ability of consumers to identify athletes in the video games overall, and at a significantly higher percentage for nationally known football players whose likenesses are utilized in the games. Unsurprisingly, knowledge of college football as a sport, and of the video game series itself, significantly correlated with increased likelihood of identifying digital representations of real-life players. 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Data analysis revealed that users were predominantly White men between the ages of 23 and 39, with some college education and an annual income of $40,000–59,999. An exploratory factor analysis revealed 6 dimensions of gratification: evaluation, community, information gathering, knowledge demonstration, argumentation, and diversion. The most salient motivation statements were related to the speed of information access, the depth of information and coverage, and the availability of information not typically found through traditional media outlets. Most users spent 1–5 hr/wk watching MMA programming and 1–10 hr/wk on MMA blogs, making 1–20 comments per week. Findings indicated that users used this particular blog for both interactive and information-gathering purposes.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-1598459-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-1598459-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/33141633/table-2-able-weekly-consumption-patterns-for-mixed-martial"><img alt="able 3. Weekly Consumption Patterns for Mixed Martial Arts (MMA) " class="figure-slide-image" src="https://figures.academia-assets.com/15241058/table_002.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/33141638/table-3-characteristics-of-users-of-mixed-martial-arts-blog"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/15241058/table_003.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/33141624/table-1-characteristics-of-users-of-mixed-martial-arts-blog"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/15241058/table_001.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-1598459-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="ff02a69e0dfaac5c7fab0dc3c64d9db3" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":15241058,"asset_id":1598459,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/15241058/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="1598459"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="1598459"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 1598459; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=1598459]").text(description); $(".js-view-count[data-work-id=1598459]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 1598459; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='1598459']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "ff02a69e0dfaac5c7fab0dc3c64d9db3" } } $('.js-work-strip[data-work-id=1598459]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":1598459,"title":"Characteristics of users of a Mixed Martial Arts blog: A Case Study of Demographics and Usage Trends","translated_title":"","metadata":{"abstract":"For this case study, an Internet-based survey was posted on a popular mixed-martial- arts (MMA) blog to ascertain its users’ demographics and usage trends. Data analysis revealed that users were predominantly White men between the ages of 23 and 39, with some college education and an annual income of $40,000–59,999. An exploratory factor analysis revealed 6 dimensions of gratification: evaluation, community, information gathering, knowledge demonstration, argumentation, and diversion. The most salient motivation statements were related to the speed of information access, the depth of information and coverage, and the availability of information not typically found through traditional media outlets. Most users spent 1–5 hr/wk watching MMA programming and 1–10 hr/wk on MMA blogs, making 1–20 comments per week. Findings indicated that users used this particular blog for both interactive and information-gathering purposes.","more_info":"Co-authored with Frederick, E.L, Burch, L.M., \u0026 Zimmerman, M.H."},"translated_abstract":"For this case study, an Internet-based survey was posted on a popular mixed-martial- arts (MMA) blog to ascertain its users’ demographics and usage trends. Data analysis revealed that users were predominantly White men between the ages of 23 and 39, with some college education and an annual income of $40,000–59,999. An exploratory factor analysis revealed 6 dimensions of gratification: evaluation, community, information gathering, knowledge demonstration, argumentation, and diversion. The most salient motivation statements were related to the speed of information access, the depth of information and coverage, and the availability of information not typically found through traditional media outlets. Most users spent 1–5 hr/wk watching MMA programming and 1–10 hr/wk on MMA blogs, making 1–20 comments per week. Findings indicated that users used this particular blog for both interactive and information-gathering purposes.","internal_url":"https://www.academia.edu/1598459/Characteristics_of_users_of_a_Mixed_Martial_Arts_blog_A_Case_Study_of_Demographics_and_Usage_Trends","translated_internal_url":"","created_at":"2012-05-28T03:36:54.158-07:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":15241058,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/15241058/thumbnails/1.jpg","file_name":"IJSC_2012_MMA.pdf","download_url":"https://www.academia.edu/attachments/15241058/download_file","bulk_download_file_name":"Characteristics_of_users_of_a_Mixed_Mart.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/15241058/IJSC_2012_MMA-libre.pdf?1390863990=\u0026response-content-disposition=attachment%3B+filename%3DCharacteristics_of_users_of_a_Mixed_Mart.pdf\u0026Expires=1743492006\u0026Signature=K-ZwUPvc4pv3pdF57k~V9YRgvO8n9VUm65uQvCNz9I0bUBRYkxFkPwIIeBMx91HQTmg3j-AP0M8DQO5tG-dqyDpKnXQVGgrsDxckRxDctLmXJjRfBDc0a-tRoBw8Cg7kk5PpZBtqMrsP0oN8PFi8eckgB5oDjQbuJ6oWGDNyZceMLVx1H4TGdOO2sc7HTUvIhCglet-KNWgbkxhZXZ69NZdbj9SpIh5-5GgCILsjxvMoNG7OOI19n1rD4VtY7SVCVwxnxR7~btmWXkAEK8mqLk3rdUonKmXYxLxSxMxNuOYip72H3XcvTxBHkdZ8Wzf7dmU5nt~LAZsFz8pieM21cQ__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"Characteristics_of_users_of_a_Mixed_Martial_Arts_blog_A_Case_Study_of_Demographics_and_Usage_Trends","translated_slug":"","page_count":17,"language":"en","content_type":"Work","summary":"For this case study, an Internet-based survey was posted on a popular mixed-martial- arts (MMA) blog to ascertain its users’ demographics and usage trends. Data analysis revealed that users were predominantly White men between the ages of 23 and 39, with some college education and an annual income of $40,000–59,999. An exploratory factor analysis revealed 6 dimensions of gratification: evaluation, community, information gathering, knowledge demonstration, argumentation, and diversion. The most salient motivation statements were related to the speed of information access, the depth of information and coverage, and the availability of information not typically found through traditional media outlets. Most users spent 1–5 hr/wk watching MMA programming and 1–10 hr/wk on MMA blogs, making 1–20 comments per week. Findings indicated that users used this particular blog for both interactive and information-gathering purposes.","owner":{"id":267716,"first_name":"Galen","middle_initials":null,"last_name":"Clavio","page_name":"GalenClavio","domain_name":"indiana","created_at":"2010-10-18T12:19:57.503-07:00","display_name":"Galen Clavio","url":"https://indiana.academia.edu/GalenClavio"},"attachments":[{"id":15241058,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/15241058/thumbnails/1.jpg","file_name":"IJSC_2012_MMA.pdf","download_url":"https://www.academia.edu/attachments/15241058/download_file","bulk_download_file_name":"Characteristics_of_users_of_a_Mixed_Mart.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/15241058/IJSC_2012_MMA-libre.pdf?1390863990=\u0026response-content-disposition=attachment%3B+filename%3DCharacteristics_of_users_of_a_Mixed_Mart.pdf\u0026Expires=1743492006\u0026Signature=K-ZwUPvc4pv3pdF57k~V9YRgvO8n9VUm65uQvCNz9I0bUBRYkxFkPwIIeBMx91HQTmg3j-AP0M8DQO5tG-dqyDpKnXQVGgrsDxckRxDctLmXJjRfBDc0a-tRoBw8Cg7kk5PpZBtqMrsP0oN8PFi8eckgB5oDjQbuJ6oWGDNyZceMLVx1H4TGdOO2sc7HTUvIhCglet-KNWgbkxhZXZ69NZdbj9SpIh5-5GgCILsjxvMoNG7OOI19n1rD4VtY7SVCVwxnxR7~btmWXkAEK8mqLk3rdUonKmXYxLxSxMxNuOYip72H3XcvTxBHkdZ8Wzf7dmU5nt~LAZsFz8pieM21cQ__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[{"id":1573,"name":"Blogs","url":"https://www.academia.edu/Documents/in/Blogs"},{"id":9246,"name":"Social Media","url":"https://www.academia.edu/Documents/in/Social_Media"},{"id":136578,"name":"Mixed Martial Arts","url":"https://www.academia.edu/Documents/in/Mixed_Martial_Arts"},{"id":564014,"name":"MMA","url":"https://www.academia.edu/Documents/in/MMA"}],"urls":[]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (true) { Aedu.setUpFigureCarousel('profile-work-1598459-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="1277984"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/1277984/Demographics_and_Usage_Profiles_of_Users_of_College_Sport_Message_Boards"><img alt="Research paper thumbnail of Demographics and Usage Profiles of Users of College Sport Message Boards" class="work-thumbnail" src="https://attachments.academia-assets.com/15240973/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/1277984/Demographics_and_Usage_Profiles_of_Users_of_College_Sport_Message_Boards">Demographics and Usage Profiles of Users of College Sport Message Boards</a></div><div class="wp-workCard_item"><span>journals.humankinetics.com</span></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">Internet-based sport communication mediums represent a crucial area of scholarly inquiry for the ...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">Internet-based sport communication mediums represent a crucial area of scholarly inquiry for the field. The continuing growth in popularity of blogs, message boards, and other Internet-specific types of sport communication presents sport communication scholars with a plethora of avenues for research. This commentary examines one such avenue, through a survey administered to users on 14 college sport message boards. Survey results indicated that message-board users were primarily male (87.8%) and White (90.8%) and possessed at least an undergraduate degree (76.0%). In addition, 42.2% of users reported a household income of $100,000 or more per year. The analysis of the resulting demographic and usage data highlights some of the key aspects of this sample of users, including information relating to race, gender, income, education level, and salience of message-board use by both subscribers and nonsubscribers. These and other factors are presented as potential areas of future scholarly inquiry for sport communication researchers.</span></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="ec9ce13d7d7842ae6f62d4513d91df87" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":15240973,"asset_id":1277984,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/15240973/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="1277984"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="1277984"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 1277984; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=1277984]").text(description); $(".js-view-count[data-work-id=1277984]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 1277984; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='1277984']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "ec9ce13d7d7842ae6f62d4513d91df87" } } $('.js-work-strip[data-work-id=1277984]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":1277984,"title":"Demographics and Usage Profiles of Users of College Sport Message Boards","translated_title":"","metadata":{"abstract":"Internet-based sport communication mediums represent a crucial area of scholarly inquiry for the field. The continuing growth in popularity of blogs, message boards, and other Internet-specific types of sport communication presents sport communication scholars with a plethora of avenues for research. This commentary examines one such avenue, through a survey administered to users on 14 college sport message boards. Survey results indicated that message-board users were primarily male (87.8%) and White (90.8%) and possessed at least an undergraduate degree (76.0%). In addition, 42.2% of users reported a household income of $100,000 or more per year. The analysis of the resulting demographic and usage data highlights some of the key aspects of this sample of users, including information relating to race, gender, income, education level, and salience of message-board use by both subscribers and nonsubscribers. These and other factors are presented as potential areas of future scholarly inquiry for sport communication researchers.","ai_title_tag":"User Demographics of College Sport Boards","publication_name":"journals.humankinetics.com"},"translated_abstract":"Internet-based sport communication mediums represent a crucial area of scholarly inquiry for the field. The continuing growth in popularity of blogs, message boards, and other Internet-specific types of sport communication presents sport communication scholars with a plethora of avenues for research. This commentary examines one such avenue, through a survey administered to users on 14 college sport message boards. Survey results indicated that message-board users were primarily male (87.8%) and White (90.8%) and possessed at least an undergraduate degree (76.0%). In addition, 42.2% of users reported a household income of $100,000 or more per year. The analysis of the resulting demographic and usage data highlights some of the key aspects of this sample of users, including information relating to race, gender, income, education level, and salience of message-board use by both subscribers and nonsubscribers. These and other factors are presented as potential areas of future scholarly inquiry for sport communication researchers.","internal_url":"https://www.academia.edu/1277984/Demographics_and_Usage_Profiles_of_Users_of_College_Sport_Message_Boards","translated_internal_url":"","created_at":"2012-01-23T14:15:49.996-08:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":15240973,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/15240973/thumbnails/1.jpg","file_name":"IJSC_2008.pdf","download_url":"https://www.academia.edu/attachments/15240973/download_file","bulk_download_file_name":"Demographics_and_Usage_Profiles_of_Users.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/15240973/IJSC_2008-libre.pdf?1390863987=\u0026response-content-disposition=attachment%3B+filename%3DDemographics_and_Usage_Profiles_of_Users.pdf\u0026Expires=1743492006\u0026Signature=TPr8YcyYcbqGya5tam-7tnBcsLTG7Lal4tzyBG6T-BHudm2OBvEO38xKIt1ue8pnfY~voe4CQLJ69Kv8OWt85Z6jOKd0nKi7WJmVlLiTuph81TcMyumIeOVNk-KXXCWJ~aBFk5pSMV-cfyrGH8JqVb2nx9VJD0FEqABAyEPdXjadl0sO5lQwtqgKiPSVYGvMhRlzr0D3NvlLu2CkCqJkR1Bm6oQx2L66UW~Dh7X-oa11cqpRF30S0iDUxACQGWWXhVTKX12FnjsOmN6iQBnmb5V0qDH0JGWIQya~74xuCEDgKEyjWufI~zMuz5tLzNJBO301q4DOMqvN3b6r61pIAQ__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"Demographics_and_Usage_Profiles_of_Users_of_College_Sport_Message_Boards","translated_slug":"","page_count":10,"language":"en","content_type":"Work","summary":"Internet-based sport communication mediums represent a crucial area of scholarly inquiry for the field. The continuing growth in popularity of blogs, message boards, and other Internet-specific types of sport communication presents sport communication scholars with a plethora of avenues for research. This commentary examines one such avenue, through a survey administered to users on 14 college sport message boards. Survey results indicated that message-board users were primarily male (87.8%) and White (90.8%) and possessed at least an undergraduate degree (76.0%). In addition, 42.2% of users reported a household income of $100,000 or more per year. The analysis of the resulting demographic and usage data highlights some of the key aspects of this sample of users, including information relating to race, gender, income, education level, and salience of message-board use by both subscribers and nonsubscribers. These and other factors are presented as potential areas of future scholarly inquiry for sport communication researchers.","owner":{"id":267716,"first_name":"Galen","middle_initials":null,"last_name":"Clavio","page_name":"GalenClavio","domain_name":"indiana","created_at":"2010-10-18T12:19:57.503-07:00","display_name":"Galen Clavio","url":"https://indiana.academia.edu/GalenClavio"},"attachments":[{"id":15240973,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/15240973/thumbnails/1.jpg","file_name":"IJSC_2008.pdf","download_url":"https://www.academia.edu/attachments/15240973/download_file","bulk_download_file_name":"Demographics_and_Usage_Profiles_of_Users.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/15240973/IJSC_2008-libre.pdf?1390863987=\u0026response-content-disposition=attachment%3B+filename%3DDemographics_and_Usage_Profiles_of_Users.pdf\u0026Expires=1743492006\u0026Signature=TPr8YcyYcbqGya5tam-7tnBcsLTG7Lal4tzyBG6T-BHudm2OBvEO38xKIt1ue8pnfY~voe4CQLJ69Kv8OWt85Z6jOKd0nKi7WJmVlLiTuph81TcMyumIeOVNk-KXXCWJ~aBFk5pSMV-cfyrGH8JqVb2nx9VJD0FEqABAyEPdXjadl0sO5lQwtqgKiPSVYGvMhRlzr0D3NvlLu2CkCqJkR1Bm6oQx2L66UW~Dh7X-oa11cqpRF30S0iDUxACQGWWXhVTKX12FnjsOmN6iQBnmb5V0qDH0JGWIQya~74xuCEDgKEyjWufI~zMuz5tLzNJBO301q4DOMqvN3b6r61pIAQ__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[{"id":933,"name":"New Media","url":"https://www.academia.edu/Documents/in/New_Media"},{"id":15077,"name":"Uses And Gratifications","url":"https://www.academia.edu/Documents/in/Uses_And_Gratifications"},{"id":67757,"name":"Demographics","url":"https://www.academia.edu/Documents/in/Demographics"},{"id":489895,"name":"Message Boards","url":"https://www.academia.edu/Documents/in/Message_Boards"}],"urls":[]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (false) { Aedu.setUpFigureCarousel('profile-work-1277984-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="1277988"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/1277988/Social_Media_and_the_College_Football_Audience"><img alt="Research paper thumbnail of Social Media and the College Football Audience" class="work-thumbnail" src="https://attachments.academia-assets.com/7827249/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/1277988/Social_Media_and_the_College_Football_Audience">Social Media and the College Football Audience</a></div><div class="wp-workCard_item"><span>Journal of Issues in Intercollegiate Athletics</span><span>, Jan 1, 2011</span></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">Despite the recent growth of social media as a communication and marketing tool, very little rese...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">Despite the recent growth of social media as a communication and marketing tool, very little research has been conducted on college athletics audiences and their usage of online tools such as Facebook, Twitter, and YouTube. Data from a survey conducted on an FBS school's football fans were statistically analyzed, with demographic and other data utilized in examination of traditional and online media usage. The study discovered significant differences<br />in traditional and social media use in relation to demographic factors such as age, income, and alumni status. Media such as Twitter and podcasts tended to be generally unpopular among fans, while a negative relationship existed between Facebook usage and age. Analysis of these and other findings focused on the reasons why certain media might be more popular among certain groups than others, including consideration of the application of Ajzen's (1991) Theory of Planned Behavior to future studies of social media in sport.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-1277988-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-1277988-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/24386621/figure-1-age-responses-to-traditional-media"><img alt="Figure 1 - Age responses to traditional media " class="figure-slide-image" src="https://figures.academia-assets.com/7827249/figure_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/24386627/figure-2-age-responses-to-new-social-media-other-demographic"><img alt="Figure 2 - Age responses to new/social media Other demographic variables were also examined in relation to new and social media usage. One such variable was income, which was re-coded into quintiles for the purposes of statistical analysis. While ANOVA revealed significant differences with all new and social media types except podcasts, three of the social media had notable differences. ANOVA revealed significant differences within income for Facebook usage, F(4, 2156) = 60.270, p< .000, with Bonferroni post hoc tests indicating significant differences between the lowest incom group ($39,000 or less; M = 3.94, SD = 1.48) and all other groups, as well as significant differences between the more than $200,000 group (M = 2.26, SD = 1.56) and all groups except the $100,000 - $199,999 (M = 2.52, SD = 1.64) group. ANOVA also uncovered differences within income for Twitter usage, F(4, 2119) = 10.200, p < .000, with Bonferroni post hoc tests indicating significant differences between the $100.000 - $199.999 (M = 1.37. SD = .97) group and the lowest two groups ($39.999 or less. M " class="figure-slide-image" src="https://figures.academia-assets.com/7827249/figure_002.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/24386631/table-1-social-media-and-the-college-football-audience"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/7827249/table_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/24386637/table-2-in-order-to-examine-whether-any-significant"><img alt="In order to examine whether any significant differences existed between groups in relation to traditional and social media usage, ANOVA and f-tests were utilized. In analyses involving age, the youngest group (17 and younger) was not utilized, due to the small size of the group potentially skewing the statistical output. ~~ s @ a rr <i * a a Table 2 - Income of survey respondents " class="figure-slide-image" src="https://figures.academia-assets.com/7827249/table_002.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/24386643/table-3-social-media-and-the-college-football-audience"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/7827249/table_003.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/24386650/table-4-means-of-new-social-media-usage"><img alt="Table 4 - Means of new/social media usage " class="figure-slide-image" src="https://figures.academia-assets.com/7827249/table_004.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/24386656/table-5-note-sd-included-in-parentheses-difference"><img alt="Note: SD included in (parentheses); ** = difference significant at .001 level Table 5 - Means, standard deviations, and t-test significance for alumni status Discussion " class="figure-slide-image" src="https://figures.academia-assets.com/7827249/table_005.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-1277988-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="10445f0ce0ae911522eb0b19e8bd43f0" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":7827249,"asset_id":1277988,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/7827249/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="1277988"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="1277988"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 1277988; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=1277988]").text(description); $(".js-view-count[data-work-id=1277988]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 1277988; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='1277988']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "10445f0ce0ae911522eb0b19e8bd43f0" } } $('.js-work-strip[data-work-id=1277988]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":1277988,"title":"Social Media and the College Football Audience","translated_title":"","metadata":{"abstract":"Despite the recent growth of social media as a communication and marketing tool, very little research has been conducted on college athletics audiences and their usage of online tools such as Facebook, Twitter, and YouTube. 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The purpose of this study was to examine Twitter hashtag use during a major sporting event. Specifically, this study analyzed #WorldSeries during the 2011 World Series. The study employed a content-analysis methodology to determine who was using the hashtag and how it was being used. Using systematic sampling, 1,450 tweets were analyzed. The results demonstrated that #WorldSeries was being used predominantly by laypersons to express fanship, as well as interactivity. When individuals were being interactive with this hashtag, they were doing so mainly with MLB/league officials and other laypersons. Most of these interactive tweets were also expressions of fanship. The implications of these findings are discussed further.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-4031247-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-4031247-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/27279331/table-1-worldseries-an-empirical-eamination-of-twitter"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/31571617/table_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/27279335/table-2-ible-recipient-of-interactive-tweets"><img alt="ible 3. Recipient of Interactive Tweets " class="figure-slide-image" src="https://figures.academia-assets.com/31571617/table_002.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/27279337/table-3-worldseries-an-empirical-eamination-of-twitter"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/31571617/table_003.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/27279340/table-4-worldseries-an-empirical-eamination-of-twitter"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/31571617/table_004.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-4031247-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="3bcfda37c9b3a3713373e7cef886aadf" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":31571617,"asset_id":4031247,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/31571617/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="4031247"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="4031247"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 4031247; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=4031247]").text(description); $(".js-view-count[data-work-id=4031247]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 4031247; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='4031247']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "3bcfda37c9b3a3713373e7cef886aadf" } } $('.js-work-strip[data-work-id=4031247]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":4031247,"title":"#WorldSeries: An empirical eamination of a Twitter hashtag during a major sporting event","translated_title":"","metadata":{"grobid_abstract":"Sport organizations, teams, and athletes are growing constituencies that use socialmedia platforms such as Facebook and Twitter to engage in dialogue with their respective audiences. 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The implications of these findings are discussed further.","grobid_abstract_attachment_id":31571617},"translated_abstract":null,"internal_url":"https://www.academia.edu/4031247/_WorldSeries_An_empirical_eamination_of_a_Twitter_hashtag_during_a_major_sporting_event","translated_internal_url":"","created_at":"2013-07-15T00:54:01.252-07:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":4846412,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[{"id":5392342,"work_id":4031247,"tagging_user_id":4846412,"tagged_user_id":4951314,"co_author_invite_id":null,"email":"j***6@clemson.edu","affiliation":"Texas Tech University","display_order":0,"name":"Jimmy Sanderson","title":"#WorldSeries: An empirical eamination of a Twitter hashtag during a major sporting event"},{"id":5392343,"work_id":4031247,"tagging_user_id":4846412,"tagged_user_id":267716,"co_author_invite_id":null,"email":"g***2@indiana.edu","affiliation":"Indiana University","display_order":4194304,"name":"Galen Clavio","title":"#WorldSeries: An empirical eamination of a Twitter hashtag during a major sporting event"},{"id":5392344,"work_id":4031247,"tagging_user_id":4846412,"tagged_user_id":13813888,"co_author_invite_id":null,"email":"l***h@gmail.com","affiliation":"Indiana University-Purdue University Columbus","display_order":6291456,"name":"Lauren Burch","title":"#WorldSeries: An empirical eamination of a Twitter hashtag during a major sporting event"}],"downloadable_attachments":[{"id":31571617,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/31571617/thumbnails/1.jpg","file_name":"Blaszka_et_al._2012.pdf","download_url":"https://www.academia.edu/attachments/31571617/download_file","bulk_download_file_name":"WorldSeries_An_empirical_eamination_of.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/31571617/Blaszka_et_al._%282012%29-libre.pdf?1392425468=\u0026response-content-disposition=attachment%3B+filename%3DWorldSeries_An_empirical_eamination_of.pdf\u0026Expires=1743492004\u0026Signature=AJhfrhNMbADfkjRQzzWMCDxh5ahcIMdA4UfT7T5EPcBKYZskph03LKaOC3RBiVgBseFlBkTENzJFVOLmlPF0pFjcscKmVQyDkG17ohfrV7ZDe~GsOcDAU8NVwRndtgTERgBMESBQIKYz62xzC8uaYbgFO3sjS5T86aaEBTxPyzjnLrjVVEwxSfiC5XTCPunBmqvhroISAOn0FQcRVYWEk~UJEOvQHaS~9jsSYphe8AlSsGsPdKGbNoMGUJk9--wJpQ5XLuivP4mSXtgKe~doc79tblD1-RqaOeVTOwlZR77epQbY3EUZlDf3o~K6u36dID9UzadiMsJyAL4hGpjZgg__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"_WorldSeries_An_empirical_eamination_of_a_Twitter_hashtag_during_a_major_sporting_event","translated_slug":"","page_count":19,"language":"en","content_type":"Work","summary":"Sport organizations, teams, and athletes are growing constituencies that use socialmedia platforms such as Facebook and Twitter to engage in dialogue with their respective audiences. The purpose of this study was to examine Twitter hashtag use during a major sporting event. Specifically, this study analyzed #WorldSeries during the 2011 World Series. The study employed a content-analysis methodology to determine who was using the hashtag and how it was being used. Using systematic sampling, 1,450 tweets were analyzed. The results demonstrated that #WorldSeries was being used predominantly by laypersons to express fanship, as well as interactivity. When individuals were being interactive with this hashtag, they were doing so mainly with MLB/league officials and other laypersons. Most of these interactive tweets were also expressions of fanship. The implications of these findings are discussed further.","owner":{"id":4846412,"first_name":"Matthew","middle_initials":null,"last_name":"Blaszka","page_name":"MBlaszka","domain_name":"independent","created_at":"2013-07-15T00:48:02.298-07:00","display_name":"Matthew Blaszka","url":"https://independent.academia.edu/MBlaszka"},"attachments":[{"id":31571617,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/31571617/thumbnails/1.jpg","file_name":"Blaszka_et_al._2012.pdf","download_url":"https://www.academia.edu/attachments/31571617/download_file","bulk_download_file_name":"WorldSeries_An_empirical_eamination_of.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/31571617/Blaszka_et_al._%282012%29-libre.pdf?1392425468=\u0026response-content-disposition=attachment%3B+filename%3DWorldSeries_An_empirical_eamination_of.pdf\u0026Expires=1743492004\u0026Signature=AJhfrhNMbADfkjRQzzWMCDxh5ahcIMdA4UfT7T5EPcBKYZskph03LKaOC3RBiVgBseFlBkTENzJFVOLmlPF0pFjcscKmVQyDkG17ohfrV7ZDe~GsOcDAU8NVwRndtgTERgBMESBQIKYz62xzC8uaYbgFO3sjS5T86aaEBTxPyzjnLrjVVEwxSfiC5XTCPunBmqvhroISAOn0FQcRVYWEk~UJEOvQHaS~9jsSYphe8AlSsGsPdKGbNoMGUJk9--wJpQ5XLuivP4mSXtgKe~doc79tblD1-RqaOeVTOwlZR77epQbY3EUZlDf3o~K6u36dID9UzadiMsJyAL4hGpjZgg__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[{"id":859,"name":"Communication","url":"https://www.academia.edu/Documents/in/Communication"},{"id":928,"name":"Media Studies","url":"https://www.academia.edu/Documents/in/Media_Studies"},{"id":994,"name":"Journalism","url":"https://www.academia.edu/Documents/in/Journalism"},{"id":4032,"name":"Development communication","url":"https://www.academia.edu/Documents/in/Development_communication"},{"id":6423,"name":"Media Education","url":"https://www.academia.edu/Documents/in/Media_Education"},{"id":8280,"name":"Media Literacy","url":"https://www.academia.edu/Documents/in/Media_Literacy"},{"id":9246,"name":"Social Media","url":"https://www.academia.edu/Documents/in/Social_Media"},{"id":13958,"name":"Media","url":"https://www.academia.edu/Documents/in/Media"},{"id":54734,"name":"Media Research","url":"https://www.academia.edu/Documents/in/Media_Research"},{"id":87804,"name":"Sports media","url":"https://www.academia.edu/Documents/in/Sports_media"},{"id":117139,"name":"Social Communication","url":"https://www.academia.edu/Documents/in/Social_Communication-2"},{"id":252238,"name":"Media Impact and Effects and Usages","url":"https://www.academia.edu/Documents/in/Media_Impact_and_Effects_and_Usages"},{"id":610822,"name":"Alternate Media","url":"https://www.academia.edu/Documents/in/Alternate_Media"}],"urls":[]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (true) { Aedu.setUpFigureCarousel('profile-work-4031247-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="977433"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/977433/Exploring_the_Antecedents_and_Consequences_of_Personalizing_Sport_Video_Game_Experiences"><img alt="Research paper thumbnail of Exploring the Antecedents and Consequences of Personalizing Sport Video Game Experiences" class="work-thumbnail" src="https://attachments.academia-assets.com/5980944/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/977433/Exploring_the_Antecedents_and_Consequences_of_Personalizing_Sport_Video_Game_Experiences">Exploring the Antecedents and Consequences of Personalizing Sport Video Game Experiences</a></div><div class="wp-workCard_item wp-workCard--coauthors"><span>by </span><span><a class="" data-click-track="profile-work-strip-authors" href="https://lborolondon.academia.edu/AndreaGeurin">Andrea N Geurin</a> and <a class="" data-click-track="profile-work-strip-authors" href="https://indiana.academia.edu/GalenClavio">Galen Clavio</a></span></div><div class="wp-workCard_item"><span>Sport Marketing Quarterly</span><span>, 2010</span></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">Despite the strong appeal of personalization (through creating personalized players, teams, and l...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">Despite the strong appeal of personalization (through creating personalized players, teams, and leagues) in sport video games (SVGs), little is known about its marketing implications. This study explores the effect of personalization on SVG gaming enjoyment, repurchase intention, and consumption level. Further, the predictive functions of perceived skill and past experience on participants' intention to personalize their SVG experience were examined. Current users (N -459) of a sport video game, "EIFA 06 Live", participated in the study and the results revealed that users who utilize personalization options reported they enjoy the game more, are more satisfied with the product, and spend more time playing the game than users who do not use personalization options. In addition, past experience and perceived gaming skill played significant roles in predicting individuals' intention to utilize personalization options.</span></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="37768cefc3677c5e501cc2607ea18459" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":5980944,"asset_id":977433,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/5980944/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="977433"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="977433"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 977433; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=977433]").text(description); $(".js-view-count[data-work-id=977433]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 977433; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='977433']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "37768cefc3677c5e501cc2607ea18459" } } $('.js-work-strip[data-work-id=977433]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":977433,"title":"Exploring the Antecedents and Consequences of Personalizing Sport Video Game Experiences","translated_title":"","metadata":{"more_info":"Kwak, D.H., Clavio, G., Eagleman, A.N., \u0026 Kim, K.T. ","publisher":"Kwak, D.H., Clavio, G., Eagleman, A.N., \u0026 Kim, K.T. ","ai_title_tag":"Impact of Personalization on Sport Video Games","grobid_abstract":"Despite the strong appeal of personalization (through creating personalized players, teams, and leagues) in sport video games (SVGs), little is known about its marketing implications. This study explores the effect of personalization on SVG gaming enjoyment, repurchase intention, and consumption level. Further, the predictive functions of perceived skill and past experience on participants' intention to personalize their SVG experience were examined. Current users (N -459) of a sport video game, \"EIFA 06 Live\", participated in the study and the results revealed that users who utilize personalization options reported they enjoy the game more, are more satisfied with the product, and spend more time playing the game than users who do not use personalization options. In addition, past experience and perceived gaming skill played significant roles in predicting individuals' intention to utilize personalization options.","publication_date":{"day":null,"month":null,"year":2010,"errors":{}},"publication_name":"Sport Marketing Quarterly","grobid_abstract_attachment_id":5980944},"translated_abstract":null,"internal_url":"https://www.academia.edu/977433/Exploring_the_Antecedents_and_Consequences_of_Personalizing_Sport_Video_Game_Experiences","translated_internal_url":"","created_at":"2011-10-04T05:52:46.304-07:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":812327,"coauthors_can_edit":true,"document_type":"other","co_author_tags":[{"id":2037264,"work_id":977433,"tagging_user_id":812327,"tagged_user_id":267716,"co_author_invite_id":null,"email":"g***2@indiana.edu","affiliation":"Indiana University","display_order":0,"name":"Galen Clavio","title":"Exploring the Antecedents and Consequences of Personalizing Sport Video Game Experiences"}],"downloadable_attachments":[{"id":5980944,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/5980944/thumbnails/1.jpg","file_name":"kwak-clavio-eagleman-kim-2010.pdf","download_url":"https://www.academia.edu/attachments/5980944/download_file","bulk_download_file_name":"Exploring_the_Antecedents_and_Consequenc.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/5980944/kwak-clavio-eagleman-kim-2010-libre.pdf?1390843859=\u0026response-content-disposition=attachment%3B+filename%3DExploring_the_Antecedents_and_Consequenc.pdf\u0026Expires=1743492004\u0026Signature=Ld~bALrmXOepY70VPUd5wq5uQSwWx9leZDE8bUnzUMp7Nn4Rh1VCQjaVX5AsWb2I~hESew5jaSdWSaaL9a1kLa3Y48Tvzq0c3l4AVNKFnJmXeJqQWENcw81MaOMFYdyf-orG3mJlNZawuMUh8Np9UJqR9VbyFkZWLFHochG3fkzRYcEXe6Fs48enLNwEwaIcY3V0gaOyCJ63nP7wfCtoyEDWFRdp3dp2mCnX-reJWjrchWjz8BnohqvXXX-1BqgZc5-OE0XHc8fKbdG2yzLlN1eH14Yoh~wV~QsOj9Igmj-XYMeuuUVq24n66wRVXer5bJYoi0ynTwltziYy35mBUw__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"Exploring_the_Antecedents_and_Consequences_of_Personalizing_Sport_Video_Game_Experiences","translated_slug":"","page_count":10,"language":"en","content_type":"Work","summary":"Despite the strong appeal of personalization (through creating personalized players, teams, and leagues) in sport video games (SVGs), little is known about its marketing implications. This study explores the effect of personalization on SVG gaming enjoyment, repurchase intention, and consumption level. Further, the predictive functions of perceived skill and past experience on participants' intention to personalize their SVG experience were examined. Current users (N -459) of a sport video game, \"EIFA 06 Live\", participated in the study and the results revealed that users who utilize personalization options reported they enjoy the game more, are more satisfied with the product, and spend more time playing the game than users who do not use personalization options. In addition, past experience and perceived gaming skill played significant roles in predicting individuals' intention to utilize personalization options.","owner":{"id":812327,"first_name":"Andrea","middle_initials":"N","last_name":"Geurin","page_name":"AndreaGeurin","domain_name":"lborolondon","created_at":"2011-10-04T05:44:11.619-07:00","display_name":"Andrea N Geurin","url":"https://lborolondon.academia.edu/AndreaGeurin"},"attachments":[{"id":5980944,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/5980944/thumbnails/1.jpg","file_name":"kwak-clavio-eagleman-kim-2010.pdf","download_url":"https://www.academia.edu/attachments/5980944/download_file","bulk_download_file_name":"Exploring_the_Antecedents_and_Consequenc.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/5980944/kwak-clavio-eagleman-kim-2010-libre.pdf?1390843859=\u0026response-content-disposition=attachment%3B+filename%3DExploring_the_Antecedents_and_Consequenc.pdf\u0026Expires=1743492004\u0026Signature=Ld~bALrmXOepY70VPUd5wq5uQSwWx9leZDE8bUnzUMp7Nn4Rh1VCQjaVX5AsWb2I~hESew5jaSdWSaaL9a1kLa3Y48Tvzq0c3l4AVNKFnJmXeJqQWENcw81MaOMFYdyf-orG3mJlNZawuMUh8Np9UJqR9VbyFkZWLFHochG3fkzRYcEXe6Fs48enLNwEwaIcY3V0gaOyCJ63nP7wfCtoyEDWFRdp3dp2mCnX-reJWjrchWjz8BnohqvXXX-1BqgZc5-OE0XHc8fKbdG2yzLlN1eH14Yoh~wV~QsOj9Igmj-XYMeuuUVq24n66wRVXer5bJYoi0ynTwltziYy35mBUw__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[{"id":5503,"name":"Sports Management","url":"https://www.academia.edu/Documents/in/Sports_Management"},{"id":7449,"name":"Sport Marketing","url":"https://www.academia.edu/Documents/in/Sport_Marketing"},{"id":79425,"name":"Sport Management","url":"https://www.academia.edu/Documents/in/Sport_Management"}],"urls":[]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (false) { Aedu.setUpFigureCarousel('profile-work-977433-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="13516220"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/13516220/Sharing_is_caring_An_exploration_of_motivations_for_social_sharing_and_locational_social_media_usage_among_sport_fans"><img alt="Research paper thumbnail of Sharing is caring: An exploration of motivations for social sharing and locational social media usage among sport fans" class="work-thumbnail" src="https://attachments.academia-assets.com/38063285/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/13516220/Sharing_is_caring_An_exploration_of_motivations_for_social_sharing_and_locational_social_media_usage_among_sport_fans">Sharing is caring: An exploration of motivations for social sharing and locational social media usage among sport fans</a></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">The purpose of this study was to examine motivations for social sharing and using locational soci...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">The purpose of this study was to examine motivations for social sharing and using locational social media within the framework of uses and gratifications. Specifically, fans of five college football teams were surveyed regarding social sharing and their use of locational social media applications. Exploratory factor analysis revealed two factors for the social sharing of sport-related check-ins, including promotion, fanship, and personal gain. Regarding incentives for the future use of locational social media and social sharing, fans revealed that they were motivated by recognition and monetary factors. The findings indicated a strong desire among fans to feel a sense a community and receive recognition when engaging in social sharing or using locational social media applications. These and other findings are discussed, and recommendations for sport organizations interested in promotion of social sharing are provided.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-13516220-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-13516220-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/5731736/table-1-what-are-the-reasons-you-share-sport-event-related"><img alt="What Are the Reasons You Share Sport Event-Related Information Via Social Media? tO sHldle MNldases, Alenaalice, sdlistaCulOn, ald Mi- Sale WMOTMAauOT. In order to evaluate the sample holistically and determine if underlying fac- tors were present in social sharing motivation, an EFA with Varimax rotation was performed on the 12 items present in Table 1. Analysis of the Kaiser-Meyer-Oklin Measure of Sampling Adequacy (KMO) found that the sample was adequate, at .904. The results of this factor analysis are visible in Table 3. Two factors were revealed, explaining 67% of the observed variance. The first factor, labeled Pro- motion and Fanship, explained 40.8% of the variance, and contained seven items which focused primarily on the promotion of the sporting event and the social benefits of sharing. This seven-item scale was tested for reliability, and possessed an acceptable Cronbach’s Alpha level, a = .904. The second factor, labeled Personal Gain, explained 26.1% of the variance, and contained three items which focused on earning of prizes, discounts on merchandise, and online recognition. This three-item scale was found to possess an acceptable reliability level (a = .867). " class="figure-slide-image" src="https://figures.academia-assets.com/38063285/table_001.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-13516220-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="95f2d2fb3513a54c2939204a312d3377" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":38063285,"asset_id":13516220,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/38063285/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="13516220"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="13516220"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 13516220; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=13516220]").text(description); $(".js-view-count[data-work-id=13516220]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 13516220; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='13516220']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "95f2d2fb3513a54c2939204a312d3377" } } $('.js-work-strip[data-work-id=13516220]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":13516220,"title":"Sharing is caring: An exploration of motivations for social sharing and locational social media usage among sport fans","translated_title":"","metadata":{"grobid_abstract":"The purpose of this study was to examine motivations for social sharing and using locational social media within the framework of uses and gratifications. Specifically, fans of five college football teams were surveyed regarding social sharing and their use of locational social media applications. Exploratory factor analysis revealed two factors for the social sharing of sport-related check-ins, including promotion, fanship, and personal gain. Regarding incentives for the future use of locational social media and social sharing, fans revealed that they were motivated by recognition and monetary factors. The findings indicated a strong desire among fans to feel a sense a community and receive recognition when engaging in social sharing or using locational social media applications. These and other findings are discussed, and recommendations for sport organizations interested in promotion of social sharing are provided.","grobid_abstract_attachment_id":38063285},"translated_abstract":null,"internal_url":"https://www.academia.edu/13516220/Sharing_is_caring_An_exploration_of_motivations_for_social_sharing_and_locational_social_media_usage_among_sport_fans","translated_internal_url":"","created_at":"2015-07-01T15:02:13.728-07:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":38063285,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/38063285/thumbnails/1.jpg","file_name":"34_2014_Clavio_Frederick.pdf","download_url":"https://www.academia.edu/attachments/38063285/download_file","bulk_download_file_name":"Sharing_is_caring_An_exploration_of_moti.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/38063285/34_2014_Clavio_Frederick-libre.pdf?1435788330=\u0026response-content-disposition=attachment%3B+filename%3DSharing_is_caring_An_exploration_of_moti.pdf\u0026Expires=1743492005\u0026Signature=g-n~oKshwjcqso0k4PXEF6WnPm0wjtszg7h90pRpEBGFWh0LcRzphn-Zkld58nHfAskANCmcR52Ei3~xSMtx5e5DYGJahJQEbO91di7zesggFysODVNN2hkYkZlGBD9XVaj2KbC6wy52kwf0qqk-gqzPR1Ofyqt7QEyXpoFqOcK1GxWDhOLCEaXso-Uppo4b3ykPLn6iJHvYTotuUBGSuKdHjfMBxzG6YoO4iyh3uS93eA4XCgVQIRr4oe8YmYPX35KfmlfF46kCTXfkGg6tdyh9b7-TltCJ~WjpP7oUyUEZyu4bBqd9qv~aQjekBVbYrNzNLjmjV1CC2zggZHUYBQ__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"Sharing_is_caring_An_exploration_of_motivations_for_social_sharing_and_locational_social_media_usage_among_sport_fans","translated_slug":"","page_count":16,"language":"en","content_type":"Work","summary":"The purpose of this study was to examine motivations for social sharing and using locational social media within the framework of uses and gratifications. 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These and other findings are discussed, and recommendations for sport organizations interested in promotion of social sharing are provided.","owner":{"id":267716,"first_name":"Galen","middle_initials":null,"last_name":"Clavio","page_name":"GalenClavio","domain_name":"indiana","created_at":"2010-10-18T12:19:57.503-07:00","display_name":"Galen Clavio","url":"https://indiana.academia.edu/GalenClavio"},"attachments":[{"id":38063285,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/38063285/thumbnails/1.jpg","file_name":"34_2014_Clavio_Frederick.pdf","download_url":"https://www.academia.edu/attachments/38063285/download_file","bulk_download_file_name":"Sharing_is_caring_An_exploration_of_moti.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/38063285/34_2014_Clavio_Frederick-libre.pdf?1435788330=\u0026response-content-disposition=attachment%3B+filename%3DSharing_is_caring_An_exploration_of_moti.pdf\u0026Expires=1743492005\u0026Signature=g-n~oKshwjcqso0k4PXEF6WnPm0wjtszg7h90pRpEBGFWh0LcRzphn-Zkld58nHfAskANCmcR52Ei3~xSMtx5e5DYGJahJQEbO91di7zesggFysODVNN2hkYkZlGBD9XVaj2KbC6wy52kwf0qqk-gqzPR1Ofyqt7QEyXpoFqOcK1GxWDhOLCEaXso-Uppo4b3ykPLn6iJHvYTotuUBGSuKdHjfMBxzG6YoO4iyh3uS93eA4XCgVQIRr4oe8YmYPX35KfmlfF46kCTXfkGg6tdyh9b7-TltCJ~WjpP7oUyUEZyu4bBqd9qv~aQjekBVbYrNzNLjmjV1CC2zggZHUYBQ__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[{"id":5503,"name":"Sports Management","url":"https://www.academia.edu/Documents/in/Sports_Management"},{"id":9246,"name":"Social Media","url":"https://www.academia.edu/Documents/in/Social_Media"},{"id":94548,"name":"Sports marketing","url":"https://www.academia.edu/Documents/in/Sports_marketing"}],"urls":[]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (true) { Aedu.setUpFigureCarousel('profile-work-13516220-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="5559560"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/5559560/Social_Media_Utilization_Among_Drivers_and_PR_Professionals_In_a_Major_Racing_Series"><img alt="Research paper thumbnail of Social Media Utilization Among Drivers and PR Professionals In a Major Racing Series" class="work-thumbnail" src="https://attachments.academia-assets.com/32651527/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/5559560/Social_Media_Utilization_Among_Drivers_and_PR_Professionals_In_a_Major_Racing_Series">Social Media Utilization Among Drivers and PR Professionals In a Major Racing Series</a></div><div class="wp-workCard_item"><span>International Journal of Motorsport Management</span><span>, Oct 2013</span></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">Twitter continues to make significant inroads into sport management, marketing, and communication...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">Twitter continues to make significant inroads into sport management, marketing, and communication processes. The usage of Twitter has garnered significant attention in motorsports, with NASCAR's Brad Keselowski receiving considerable attention for Tweeting during the 2012 Daytona 500. Twitter has been studied as a tool through which athletes can communicate directly with fans , as well as an appropriate tool for marketing engagement . This study addresses a vacancy in the existing sport Twitter literature by examining Twitter usage among IndyCar series drivers through qualitative interviews. Drivers were asked a series of questions relating to their Twitter usage, and the responses were analyzed through first cycle and second cycle coding . Several themes for Twitter usage emerged, including foci of authenticity, personal branding, promoted surveillance, and social extension. These findings were then discussed within the context of existing literature on Twitter and sport, and recommendations were made for future study.</span></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="2198e38cd1ecf406e989ef1d049a2abf" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":32651527,"asset_id":5559560,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/32651527/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="5559560"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="5559560"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 5559560; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=5559560]").text(description); $(".js-view-count[data-work-id=5559560]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 5559560; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='5559560']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "2198e38cd1ecf406e989ef1d049a2abf" } } $('.js-work-strip[data-work-id=5559560]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":5559560,"title":"Social Media Utilization Among Drivers and PR Professionals In a Major Racing Series","translated_title":"","metadata":{"grobid_abstract":"Twitter continues to make significant inroads into sport management, marketing, and communication processes. The usage of Twitter has garnered significant attention in motorsports, with NASCAR's Brad Keselowski receiving considerable attention for Tweeting during the 2012 Daytona 500. Twitter has been studied as a tool through which athletes can communicate directly with fans , as well as an appropriate tool for marketing engagement . This study addresses a vacancy in the existing sport Twitter literature by examining Twitter usage among IndyCar series drivers through qualitative interviews. Drivers were asked a series of questions relating to their Twitter usage, and the responses were analyzed through first cycle and second cycle coding . Several themes for Twitter usage emerged, including foci of authenticity, personal branding, promoted surveillance, and social extension. 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These findings were then discussed within the context of existing literature on Twitter and sport, and recommendations were made for future study.","owner":{"id":267716,"first_name":"Galen","middle_initials":null,"last_name":"Clavio","page_name":"GalenClavio","domain_name":"indiana","created_at":"2010-10-18T12:19:57.503-07:00","display_name":"Galen Clavio","url":"https://indiana.academia.edu/GalenClavio"},"attachments":[{"id":32651527,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/32651527/thumbnails/1.jpg","file_name":"2013_Clavio_Walsh_Vooris.pdf","download_url":"https://www.academia.edu/attachments/32651527/download_file","bulk_download_file_name":"Social_Media_Utilization_Among_Drivers_a.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/32651527/2013_Clavio_Walsh_Vooris-libre.pdf?1391219778=\u0026response-content-disposition=attachment%3B+filename%3DSocial_Media_Utilization_Among_Drivers_a.pdf\u0026Expires=1743492005\u0026Signature=GIKTrn-vGATQZy1BYzFDg576fACx98awpmR9YORPGsTEqf4nDRT70d8Z~f78Zg1sRTDeDMKWgNlHB~YnXOIThaaUiivQP2LFAi58FoJTGXfuTGywjrDvxuKCS~t70MN-vipqMWys60PY~pmD8zaZAwxG7g0kLPH4Gw50vfVb6d69DareCrLOWTXVeh-bco1H8abWNZkTkGJlOYlwwJYMQBvdqhUqoFY54AVsMmisWGj8J62gqV5e~jUpD63MfEEOXfQnnpizn4lMGjvUrarzHw4DMhBFncAjVFZLZ-jQsCO0Sf7gpZn8Kd-~fHdJhqTng-hVCwaAHOhtgqgn-54vrA__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[{"id":859,"name":"Communication","url":"https://www.academia.edu/Documents/in/Communication"},{"id":5503,"name":"Sports Management","url":"https://www.academia.edu/Documents/in/Sports_Management"},{"id":7449,"name":"Sport Marketing","url":"https://www.academia.edu/Documents/in/Sport_Marketing"},{"id":9246,"name":"Social Media","url":"https://www.academia.edu/Documents/in/Social_Media"},{"id":12135,"name":"Qualitative Research","url":"https://www.academia.edu/Documents/in/Qualitative_Research"},{"id":13873,"name":"Twitter","url":"https://www.academia.edu/Documents/in/Twitter"},{"id":99869,"name":"Motorsports","url":"https://www.academia.edu/Documents/in/Motorsports"},{"id":141642,"name":"Auto Racing","url":"https://www.academia.edu/Documents/in/Auto_Racing"}],"urls":[{"id":2160849,"url":"http://scholar.wssu.edu/ijmm/vol2/iss1/2"}]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (false) { Aedu.setUpFigureCarousel('profile-work-5559560-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="3256481"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/3256481/Dimensions_of_social_media_utilization_among_college_sport_fans"><img alt="Research paper thumbnail of Dimensions of social media utilization among college sport fans" class="work-thumbnail" src="https://attachments.academia-assets.com/31108342/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/3256481/Dimensions_of_social_media_utilization_among_college_sport_fans">Dimensions of social media utilization among college sport fans</a></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">As social media provide athletic departments and their constituents with an additional point of e...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">As social media provide athletic departments and their constituents with an additional point of engagement with their fans, it is important to understand the social media audience. However, despite the growth of social media use among collegiate athletic departments, coaches, and teams, relatively little is known about the individuals who are utilizing various social media forums. This study was the first to attempt to understand why college sport fans engage in sport-focused social media use, with a theoretical grounding in uses and gratifications. Utilizing a survey of student fans from a large Division 1 institution, the results suggest that there is a relatively low level of social media participation among college sport fans in relation to official Twitter and Facebook feeds of the team, and a surprising prevalence of <br />traditional media usage for informational purposes. Factor analysis reveals dimensions of gratification for social media use include content creation as an identifiable factor. These and other findings are discussed.</span></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="180abca3d6308db01e0bf79a4fab9fa3" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":31108342,"asset_id":3256481,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/31108342/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="3256481"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="3256481"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 3256481; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=3256481]").text(description); $(".js-view-count[data-work-id=3256481]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 3256481; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='3256481']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "180abca3d6308db01e0bf79a4fab9fa3" } } $('.js-work-strip[data-work-id=3256481]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":3256481,"title":"Dimensions of social media utilization among college sport fans","translated_title":"","metadata":{"abstract":"As social media provide athletic departments and their constituents with an additional point of engagement with their fans, it is important to understand the social media audience. 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These and other findings are discussed."},"translated_abstract":"As social media provide athletic departments and their constituents with an additional point of engagement with their fans, it is important to understand the social media audience. However, despite the growth of social media use among collegiate athletic departments, coaches, and teams, relatively little is known about the individuals who are utilizing various social media forums. This study was the first to attempt to understand why college sport fans engage in sport-focused social media use, with a theoretical grounding in uses and gratifications. Utilizing a survey of student fans from a large Division 1 institution, the results suggest that there is a relatively low level of social media participation among college sport fans in relation to official Twitter and Facebook feeds of the team, and a surprising prevalence of\r\ntraditional media usage for informational purposes. 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$(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (false) { Aedu.setUpFigureCarousel('profile-work-13516985-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="13516293"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/13516293/Battle_of_the_sexes_Gender_analysis_of_professional_athlete_tweets"><img alt="Research paper thumbnail of Battle of the sexes: Gender analysis of professional athlete tweets" class="work-thumbnail" src="https://attachments.academia-assets.com/38063308/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/13516293/Battle_of_the_sexes_Gender_analysis_of_professional_athlete_tweets">Battle of the sexes: Gender analysis of professional athlete tweets</a></div><div class="wp-workCard_item wp-workCard--coauthors"><span>by </span><span><a class="" data-click-track="profile-work-strip-authors" href="https://indiana.academia.edu/GalenClavio">Galen Clavio</a> and <a class="" data-click-track="profile-work-strip-authors" href="https://lborolondon.academia.edu/AndreaGeurin">Andrea N Geurin</a></span></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">This study employed a content analysis to determine the frames utilized by American professional ...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">This study employed a content analysis to determine the frames utilized by American professional athletes on Twitter, and if differences existed in the employment of frames across gender. The 100 most recent tweets from 18 professional athletes, nine male and nine female, participating in the 2012 London Olympics were analyzed to investigate frame utilization. Analysis revealed no statistical difference in frame utilization across gender, and the primary utilization of the frame of athlete as an everyday individual by both sets of athletes, which aligns with traditional feminine gender roles. These results both support and counter the framing of male and female athletes in traditional forms of media, and highlight the impact of social media on portrayals.</span></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="ad4e7e0d9e9d759d87d013d22cdc0f26" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":38063308,"asset_id":13516293,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/38063308/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="13516293"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="13516293"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 13516293; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=13516293]").text(description); $(".js-view-count[data-work-id=13516293]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 13516293; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='13516293']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "ad4e7e0d9e9d759d87d013d22cdc0f26" } } $('.js-work-strip[data-work-id=13516293]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":13516293,"title":"Battle of the sexes: Gender analysis of professional athlete tweets","translated_title":"","metadata":{"ai_title_tag":"Gender Differences in Athlete Tweets Analysis","grobid_abstract":"This study employed a content analysis to determine the frames utilized by American professional athletes on Twitter, and if differences existed in the employment of frames across gender. 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What has yet to be thoroughly <br />examined is gender differences in usage of team Twitter feeds. By surveying fans from a variety of teams, this study examined gender differences in ratings of informational, commercial, and <br />social interactions with the team’s Twitter feed, along with examining any demographic differences and usage of social-media enabled smartphones. Contrary to what previous <br />research on sport media consumption would suggest, females rated nearly all Twitter functions at higher levels than did males, and were more active with smartphone usage while in <br />attendance at games. These results point to a number of practical and theoretical implications, and to a new realization of the social media audience and female fan computer-mediated media usage in relation to professional sport teams.</span></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="ee69d8e34fbb91df6e3feb16332985a5" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":32033857,"asset_id":4705579,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/32033857/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="4705579"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="4705579"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 4705579; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=4705579]").text(description); $(".js-view-count[data-work-id=4705579]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 4705579; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='4705579']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "ee69d8e34fbb91df6e3feb16332985a5" } } $('.js-work-strip[data-work-id=4705579]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":4705579,"title":"The Effects of Gender on Perceptions of Team Twitter Feeds","translated_title":"","metadata":{"abstract":"As social media use by professional sport teams continues to grow, understanding who is using these outlets is crucial in order to best communicate with users. What has yet to be thoroughly\r\nexamined is gender differences in usage of team Twitter feeds. By surveying fans from a variety of teams, this study examined gender differences in ratings of informational, commercial, and\r\nsocial interactions with the team’s Twitter feed, along with examining any demographic differences and usage of social-media enabled smartphones. Contrary to what previous\r\nresearch on sport media consumption would suggest, females rated nearly all Twitter functions at higher levels than did males, and were more active with smartphone usage while in\r\nattendance at games. 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Contrary to what previous\r\nresearch on sport media consumption would suggest, females rated nearly all Twitter functions at higher levels than did males, and were more active with smartphone usage while in\r\nattendance at games. These results point to a number of practical and theoretical implications, and to a new realization of the social media audience and female fan computer-mediated media usage in relation to professional sport teams.","internal_url":"https://www.academia.edu/4705579/The_Effects_of_Gender_on_Perceptions_of_Team_Twitter_Feeds","translated_internal_url":"","created_at":"2013-10-07T14:37:09.207-07:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":32033857,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/32033857/thumbnails/1.jpg","file_name":"2013_Clavio_Walsh_Coyle.pdf","download_url":"https://www.academia.edu/attachments/32033857/download_file","bulk_download_file_name":"The_Effects_of_Gender_on_Perceptions_of.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/32033857/2013_Clavio_Walsh_Coyle-libre.pdf?1391531090=\u0026response-content-disposition=attachment%3B+filename%3DThe_Effects_of_Gender_on_Perceptions_of.pdf\u0026Expires=1743492005\u0026Signature=crC1xGdLQxt2JuIECNHXxgZbPlperIsgoWq7~8pr9PhiKmQ9~OL4zg0IT2Gb19zEH8MBRiou-R-5PM169NH0oWzJGaTQnLhkzlznhk49OyQ2BKD6oC1rcCz7FFKb3rm3TgxUro12Jr48NBA2k5bG8LmBxfby53msWkeCH0MSNJarkc5S6Mb8CfYps6HhUwbQRQEl8M62QRRgUkN4~b57babg91xkcSbQgEdlM70HSm824Exjvhb0brqC-FJN9ASDBN-7VexVnS73H1UG7od7DH5UZYQcdy2u06Dh0fNSXEqPxWj539XJMAdCSoiKVm5nkabo0ILrN07SsmlqJlK~hg__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"The_Effects_of_Gender_on_Perceptions_of_Team_Twitter_Feeds","translated_slug":"","page_count":14,"language":"en","content_type":"Work","summary":"As social media use by professional sport teams continues to grow, understanding who is using these outlets is crucial in order to best communicate with users. What has yet to be thoroughly\r\nexamined is gender differences in usage of team Twitter feeds. By surveying fans from a variety of teams, this study examined gender differences in ratings of informational, commercial, and\r\nsocial interactions with the team’s Twitter feed, along with examining any demographic differences and usage of social-media enabled smartphones. Contrary to what previous\r\nresearch on sport media consumption would suggest, females rated nearly all Twitter functions at higher levels than did males, and were more active with smartphone usage while in\r\nattendance at games. These results point to a number of practical and theoretical implications, and to a new realization of the social media audience and female fan computer-mediated media usage in relation to professional sport teams.","owner":{"id":267716,"first_name":"Galen","middle_initials":null,"last_name":"Clavio","page_name":"GalenClavio","domain_name":"indiana","created_at":"2010-10-18T12:19:57.503-07:00","display_name":"Galen Clavio","url":"https://indiana.academia.edu/GalenClavio"},"attachments":[{"id":32033857,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/32033857/thumbnails/1.jpg","file_name":"2013_Clavio_Walsh_Coyle.pdf","download_url":"https://www.academia.edu/attachments/32033857/download_file","bulk_download_file_name":"The_Effects_of_Gender_on_Perceptions_of.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/32033857/2013_Clavio_Walsh_Coyle-libre.pdf?1391531090=\u0026response-content-disposition=attachment%3B+filename%3DThe_Effects_of_Gender_on_Perceptions_of.pdf\u0026Expires=1743492005\u0026Signature=crC1xGdLQxt2JuIECNHXxgZbPlperIsgoWq7~8pr9PhiKmQ9~OL4zg0IT2Gb19zEH8MBRiou-R-5PM169NH0oWzJGaTQnLhkzlznhk49OyQ2BKD6oC1rcCz7FFKb3rm3TgxUro12Jr48NBA2k5bG8LmBxfby53msWkeCH0MSNJarkc5S6Mb8CfYps6HhUwbQRQEl8M62QRRgUkN4~b57babg91xkcSbQgEdlM70HSm824Exjvhb0brqC-FJN9ASDBN-7VexVnS73H1UG7od7DH5UZYQcdy2u06Dh0fNSXEqPxWj539XJMAdCSoiKVm5nkabo0ILrN07SsmlqJlK~hg__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[{"id":39,"name":"Marketing","url":"https://www.academia.edu/Documents/in/Marketing"},{"id":859,"name":"Communication","url":"https://www.academia.edu/Documents/in/Communication"},{"id":7024,"name":"Gender","url":"https://www.academia.edu/Documents/in/Gender"},{"id":9246,"name":"Social Media","url":"https://www.academia.edu/Documents/in/Social_Media"},{"id":49905,"name":"Sport","url":"https://www.academia.edu/Documents/in/Sport"}],"urls":[]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (false) { Aedu.setUpFigureCarousel('profile-work-4705579-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="3256523"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/3256523/Choosing_between_the_one_way_or_two_way_street_An_exploration_of_relationship_promotion_by_professional_athletes_on_Twitter"><img alt="Research paper thumbnail of Choosing between the one-way or two-way street: An exploration of relationship promotion by professional athletes on Twitter. " class="work-thumbnail" src="https://attachments.academia-assets.com/31108411/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/3256523/Choosing_between_the_one_way_or_two_way_street_An_exploration_of_relationship_promotion_by_professional_athletes_on_Twitter">Choosing between the one-way or two-way street: An exploration of relationship promotion by professional athletes on Twitter. </a></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">The purpose of this study was to explore the relationships promoted by professional athletes on T...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">The purpose of this study was to explore the relationships promoted by professional athletes on Twitter utilizing the theoretical framework of parasocial interaction (PSI). Specifically, this study was a content analysis that examined professional athlete tweets in order to determine whether they predominately promoted social or parasocial relationships. The study also explored with whom athletes were engaging in social interaction as well as the topic of each tweet. The data revealed that professional athletes promoted both parasocial and social relationships equally. When they chose to be social, athletes were communicating with lay people and other professional and college athletes. Most athlete tweets were either general statements or insights into their personal lives. The implications of these and other findings will be discussed further.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-3256523-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-3256523-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/52761206/table-1-individual-athlete-tweets"><img alt="Table |. Individual Athlete Tweets " class="figure-slide-image" src="https://figures.academia-assets.com/31108411/table_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/52761215/table-2-general-athlete-data"><img alt="Table 2. General Athlete Data " class="figure-slide-image" src="https://figures.academia-assets.com/31108411/table_002.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-3256523-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="662f6129728a2e325f65c6da22963d9e" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":31108411,"asset_id":3256523,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/31108411/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="3256523"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="3256523"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 3256523; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=3256523]").text(description); $(".js-view-count[data-work-id=3256523]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 3256523; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='3256523']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "662f6129728a2e325f65c6da22963d9e" } } $('.js-work-strip[data-work-id=3256523]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":3256523,"title":"Choosing between the one-way or two-way street: An exploration of relationship promotion by professional athletes on Twitter. ","translated_title":"","metadata":{"abstract":"The purpose of this study was to explore the relationships promoted by professional athletes on Twitter utilizing the theoretical framework of parasocial interaction (PSI). Specifically, this study was a content analysis that examined professional athlete tweets in order to determine whether they predominately promoted social or parasocial relationships. The study also explored with whom athletes were engaging in social interaction as well as the topic of each tweet. The data revealed that professional athletes promoted both parasocial and social relationships equally. When they chose to be social, athletes were communicating with lay people and other professional and college athletes. Most athlete tweets were either general statements or insights into their personal lives. The implications of these and other findings will be discussed further."},"translated_abstract":"The purpose of this study was to explore the relationships promoted by professional athletes on Twitter utilizing the theoretical framework of parasocial interaction (PSI). Specifically, this study was a content analysis that examined professional athlete tweets in order to determine whether they predominately promoted social or parasocial relationships. The study also explored with whom athletes were engaging in social interaction as well as the topic of each tweet. The data revealed that professional athletes promoted both parasocial and social relationships equally. When they chose to be social, athletes were communicating with lay people and other professional and college athletes. Most athlete tweets were either general statements or insights into their personal lives. The implications of these and other findings will be discussed further.","internal_url":"https://www.academia.edu/3256523/Choosing_between_the_one_way_or_two_way_street_An_exploration_of_relationship_promotion_by_professional_athletes_on_Twitter","translated_internal_url":"","created_at":"2013-04-10T03:19:36.779-07:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":31108411,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/31108411/thumbnails/1.jpg","file_name":"2013_Frederick_Lim_Clavio_Pedersen_Burch.pdf","download_url":"https://www.academia.edu/attachments/31108411/download_file","bulk_download_file_name":"Choosing_between_the_one_way_or_two_way.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/31108411/2013_Frederick_Lim_Clavio_Pedersen_Burch-libre.pdf?1392138754=\u0026response-content-disposition=attachment%3B+filename%3DChoosing_between_the_one_way_or_two_way.pdf\u0026Expires=1743492005\u0026Signature=E6pRMyyRX8tEansBXO~L-ldzLC5YwF4DZVyNu86U~RbbYtL3Y7jOvO7-ryWEk-enExj1~KvNzMcFRjjc~48SWpajPGPAWj5522PwIsRzvCk5kiTy4ij5SEjr1kZ4wr9skUnHT8Vftt7QAYfUCi9vlr2Jz~LESxJzz~8K8eBIC5zx2DDAlzlSNvKwLrtq3HFipvDWhNlQGn0we6cGZMLzDlWfInAsCBZkEbYZS-bo0sqVkBHVfBXcvLGJWEhCsAD0QeMSuMrfE3Np1Ir04UkuG4YskRYux21Qlj~KLOrUQKAj3CRBy10hhxNk0wljJ53pY0sjEziHiue4Zdbqv92fcA__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"Choosing_between_the_one_way_or_two_way_street_An_exploration_of_relationship_promotion_by_professional_athletes_on_Twitter","translated_slug":"","page_count":22,"language":"en","content_type":"Work","summary":"The purpose of this study was to explore the relationships promoted by professional athletes on Twitter utilizing the theoretical framework of parasocial interaction (PSI). Specifically, this study was a content analysis that examined professional athlete tweets in order to determine whether they predominately promoted social or parasocial relationships. The study also explored with whom athletes were engaging in social interaction as well as the topic of each tweet. The data revealed that professional athletes promoted both parasocial and social relationships equally. When they chose to be social, athletes were communicating with lay people and other professional and college athletes. Most athlete tweets were either general statements or insights into their personal lives. The implications of these and other findings will be discussed further.","owner":{"id":267716,"first_name":"Galen","middle_initials":null,"last_name":"Clavio","page_name":"GalenClavio","domain_name":"indiana","created_at":"2010-10-18T12:19:57.503-07:00","display_name":"Galen Clavio","url":"https://indiana.academia.edu/GalenClavio"},"attachments":[{"id":31108411,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/31108411/thumbnails/1.jpg","file_name":"2013_Frederick_Lim_Clavio_Pedersen_Burch.pdf","download_url":"https://www.academia.edu/attachments/31108411/download_file","bulk_download_file_name":"Choosing_between_the_one_way_or_two_way.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/31108411/2013_Frederick_Lim_Clavio_Pedersen_Burch-libre.pdf?1392138754=\u0026response-content-disposition=attachment%3B+filename%3DChoosing_between_the_one_way_or_two_way.pdf\u0026Expires=1743492005\u0026Signature=E6pRMyyRX8tEansBXO~L-ldzLC5YwF4DZVyNu86U~RbbYtL3Y7jOvO7-ryWEk-enExj1~KvNzMcFRjjc~48SWpajPGPAWj5522PwIsRzvCk5kiTy4ij5SEjr1kZ4wr9skUnHT8Vftt7QAYfUCi9vlr2Jz~LESxJzz~8K8eBIC5zx2DDAlzlSNvKwLrtq3HFipvDWhNlQGn0we6cGZMLzDlWfInAsCBZkEbYZS-bo0sqVkBHVfBXcvLGJWEhCsAD0QeMSuMrfE3Np1Ir04UkuG4YskRYux21Qlj~KLOrUQKAj3CRBy10hhxNk0wljJ53pY0sjEziHiue4Zdbqv92fcA__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[],"urls":[]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (true) { Aedu.setUpFigureCarousel('profile-work-3256523-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="5559518"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/5559518/Differences_in_Event_Brand_Personality_Between_Social_Media_Users_and_Non_Users"><img alt="Research paper thumbnail of Differences in Event Brand Personality Between Social Media Users and Non-Users" class="work-thumbnail" src="https://attachments.academia-assets.com/32651509/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/5559518/Differences_in_Event_Brand_Personality_Between_Social_Media_Users_and_Non_Users">Differences in Event Brand Personality Between Social Media Users and Non-Users</a></div><div class="wp-workCard_item"><span>Sport Marketing Quarterly</span><span>, Dec 2013</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-5559518-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-5559518-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/31778101/table-1-correlations-of-dependent-variables"><img alt="Correlations of Dependent Variables " class="figure-slide-image" src="https://figures.academia-assets.com/32651509/table_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/31778105/table-2-comparison-of-brand-personality-items-among-facebook"><img alt="Comparison of brand personality items among Facebook followers and non-followers " class="figure-slide-image" src="https://figures.academia-assets.com/32651509/table_002.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-5559518-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="3cf1bcf91e44823b0debc99f6f18cbb2" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":32651509,"asset_id":5559518,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/32651509/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="5559518"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="5559518"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 5559518; 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$(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (true) { Aedu.setUpFigureCarousel('profile-work-5559518-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="5559576"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/5559576/Perceived_Utility_of_Official_University_Athletic_Twitter_Accounts_The_Opinions_of_College_Athletic_Administrators"><img alt="Research paper thumbnail of Perceived Utility of Official University Athletic Twitter Accounts: The Opinions of College Athletic Administrators" class="work-thumbnail" src="https://attachments.academia-assets.com/32651547/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/5559576/Perceived_Utility_of_Official_University_Athletic_Twitter_Accounts_The_Opinions_of_College_Athletic_Administrators">Perceived Utility of Official University Athletic Twitter Accounts: The Opinions of College Athletic Administrators</a></div><div class="wp-workCard_item"><span>Journal of Issues in Intercollegiate Athletics</span><span>, Nov 2013</span></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">The impact of Twitter on sport organizations has been examined from a number of perspectives and ...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">The impact of Twitter on sport organizations has been examined from a number of perspectives and theoretical frameworks ). Much of that research has focused on individual motives for using Twitter, such as interactivity and information seeking, but a yet unexplored area is why organizations use Twitter. The current study examines intercollegiate athletic administrators' views of the perceived utility of Twitter as a form of marketing or communication. One hundred eighty-eight usable responses from the population of athletic directors, sport information directors, and marketing directors from 340 NCAA Division I schools were used. Results show the majority of official athletic department Twitter accounts are run by Sports Information/Media Relations and the top three target publics are alumni, students, and existing ticket holders. Additionally, three factors were identified on the scale indicating communication purpose: Interpersonal, Informational, and Promotional. For the interpersonal factor, Athletic Directors and Marketers scores statistically significantly exceeded scores of Sports Information Directors, however, classification within Division I had no statistically significant effect. .</span></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="3e93f05ab330cd696121be2626996da8" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":32651547,"asset_id":5559576,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/32651547/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="5559576"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="5559576"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 5559576; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=5559576]").text(description); $(".js-view-count[data-work-id=5559576]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 5559576; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='5559576']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "3e93f05ab330cd696121be2626996da8" } } $('.js-work-strip[data-work-id=5559576]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":5559576,"title":"Perceived Utility of Official University Athletic Twitter Accounts: The Opinions of College Athletic Administrators","translated_title":"","metadata":{"grobid_abstract":"The impact of Twitter on sport organizations has been examined from a number of perspectives and theoretical frameworks ). 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For the interpersonal factor, Athletic Directors and Marketers scores statistically significantly exceeded scores of Sports Information Directors, however, classification within Division I had no statistically significant effect. .","owner":{"id":267716,"first_name":"Galen","middle_initials":null,"last_name":"Clavio","page_name":"GalenClavio","domain_name":"indiana","created_at":"2010-10-18T12:19:57.503-07:00","display_name":"Galen Clavio","url":"https://indiana.academia.edu/GalenClavio"},"attachments":[{"id":32651547,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/32651547/thumbnails/1.jpg","file_name":"2013_Dittmore_McCarthy_McEvoy_Clavio.pdf","download_url":"https://www.academia.edu/attachments/32651547/download_file","bulk_download_file_name":"Perceived_Utility_of_Official_University.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/32651547/2013_Dittmore_McCarthy_McEvoy_Clavio-libre.pdf?1391202967=\u0026response-content-disposition=attachment%3B+filename%3DPerceived_Utility_of_Official_University.pdf\u0026Expires=1743492005\u0026Signature=ItlhiHWNdlduHMRj0hucFt~9NvHA2xcZGShl00LDlaVv~7Mnnq9pyinKUk1x5QJ-qQK3OqZmnkUROpCu~rq1gWD0w4Moat8tA1ftsaawAxNnpU~RD7kJPqyGzrGjvKXGuIMyz26hOcUVHSE2CZg10D3FRje8uVOzOqEHZy~h2I2h94IkNkODmhX3vkAe3vUeJd-d~J7pA8EvrBfQBrPZCLxRpFdNz-uLth4fsZiwWpgl1CfACUw4leEvUyu5ushVBXqYovDBs-SRahTTI0BTyBMnVNh2ba9YFENIiblycq3WXEsGDjYjvw9q6~jkldkjnR92DnkFhx5QA71q17F4Gg__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[{"id":5503,"name":"Sports Management","url":"https://www.academia.edu/Documents/in/Sports_Management"},{"id":7449,"name":"Sport Marketing","url":"https://www.academia.edu/Documents/in/Sport_Marketing"},{"id":9246,"name":"Social Media","url":"https://www.academia.edu/Documents/in/Social_Media"},{"id":13873,"name":"Twitter","url":"https://www.academia.edu/Documents/in/Twitter"},{"id":112218,"name":"College Athletics","url":"https://www.academia.edu/Documents/in/College_Athletics"}],"urls":[{"id":2160858,"url":"http://csri-jiia.org/documents/puclications/research_articles/2013/JIIA_2013_6_16_286_305_Percieved_Utility_of_Twitter.pdf"}]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (false) { Aedu.setUpFigureCarousel('profile-work-5559576-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="3256774"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/3256774/Networked_Fandom_Applying_Systems_Theory_to_Sport_Twitter_Analysis"><img alt="Research paper thumbnail of Networked Fandom: Applying Systems Theory to Sport Twitter Analysis" class="work-thumbnail" src="https://attachments.academia-assets.com/31108616/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/3256774/Networked_Fandom_Applying_Systems_Theory_to_Sport_Twitter_Analysis">Networked Fandom: Applying Systems Theory to Sport Twitter Analysis</a></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">The purpose of this study was to employ systems theory to analyze the social network of a Big Ten...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">The purpose of this study was to employ systems theory to analyze the social network of a Big Ten football team’s Twitter community. An identifiable network was found among the observed actors (N = 139), with fan accounts composing the largest percentage of the network. The number of observed reciprocal interactions was low, only 11.8% of the interactions and only 21.5% of the nodes. Traditional- media accounts frequently interacted with other media accounts, while fans inter- acted primarily with other fans. Overall, nontraditional-media accounts’ users were most focused on interactivity. Team-related accounts were almost nonexistent in the interactive network. A systems-theory-based network was found in terms of input, transformation, and output components. The feedback loop was the weak link in the network, indicating a possible lack of importance of direct feedback in Twitter social networks.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-3256774-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-3256774-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/7280505/figure-1-networked-fandom-applying-systems-theory-to-sport"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/31108616/figure_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/7280511/table-1-note-percentages-refer-to-row-totals"><img alt="Note. Percentages refer to row totals. " class="figure-slide-image" src="https://figures.academia-assets.com/31108616/table_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/7280518/table-2-nodetypes-and-percentage-of-total-interactions-by"><img alt="2 NodeTypes and Percentage of Total Interactions by Node agenda setters or opinion leaders due to their role in the network as an information hub. Traditional-media accounts in particular garnered a great deal of attention from other accounts, as just under 25% of interactive tweets from fans were directed toward traditional media. Traditional-media accounts also tended to interact greatly with each other, as over half of the interactive tweets that originated from these accounts were directed at other traditional-media accounts. Nontraditional-media accounts, which represented blogs, message boards, and other Internet-only sports media, appeared to possess the users most focused on interactivity, as several members of this class had multiple interactions. " class="figure-slide-image" src="https://figures.academia-assets.com/31108616/table_002.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-3256774-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="822849ea5d2ab01047c0e831207301b2" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":31108616,"asset_id":3256774,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/31108616/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="3256774"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="3256774"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 3256774; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=3256774]").text(description); $(".js-view-count[data-work-id=3256774]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 3256774; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='3256774']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "822849ea5d2ab01047c0e831207301b2" } } $('.js-work-strip[data-work-id=3256774]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":3256774,"title":"Networked Fandom: Applying Systems Theory to Sport Twitter Analysis","translated_title":"","metadata":{"abstract":"The purpose of this study was to employ systems theory to analyze the social network of a Big Ten football team’s Twitter community. An identifiable network was found among the observed actors (N = 139), with fan accounts composing the largest percentage of the network. The number of observed reciprocal interactions was low, only 11.8% of the interactions and only 21.5% of the nodes. Traditional- media accounts frequently interacted with other media accounts, while fans inter- acted primarily with other fans. Overall, nontraditional-media accounts’ users were most focused on interactivity. Team-related accounts were almost nonexistent in the interactive network. A systems-theory-based network was found in terms of input, transformation, and output components. The feedback loop was the weak link in the network, indicating a possible lack of importance of direct feedback in Twitter social networks."},"translated_abstract":"The purpose of this study was to employ systems theory to analyze the social network of a Big Ten football team’s Twitter community. An identifiable network was found among the observed actors (N = 139), with fan accounts composing the largest percentage of the network. The number of observed reciprocal interactions was low, only 11.8% of the interactions and only 21.5% of the nodes. Traditional- media accounts frequently interacted with other media accounts, while fans inter- acted primarily with other fans. Overall, nontraditional-media accounts’ users were most focused on interactivity. Team-related accounts were almost nonexistent in the interactive network. A systems-theory-based network was found in terms of input, transformation, and output components. The feedback loop was the weak link in the network, indicating a possible lack of importance of direct feedback in Twitter social networks.","internal_url":"https://www.academia.edu/3256774/Networked_Fandom_Applying_Systems_Theory_to_Sport_Twitter_Analysis","translated_internal_url":"","created_at":"2013-04-10T04:18:46.824-07:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":31108616,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/31108616/thumbnails/1.jpg","file_name":"2012_Clavio_Burch_Frederick.pdf","download_url":"https://www.academia.edu/attachments/31108616/download_file","bulk_download_file_name":"Networked_Fandom_Applying_Systems_Theory.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/31108616/2012_Clavio_Burch_Frederick-libre.pdf?1392285285=\u0026response-content-disposition=attachment%3B+filename%3DNetworked_Fandom_Applying_Systems_Theory.pdf\u0026Expires=1743492005\u0026Signature=A~WRKXsizo7qIHwLtBpadtB-oftEbLZKl0X0Bg444y~3n7282Q6t3FIxtA4n59YDwamJIbPcqmeo1Kk1IstMe1q9O9kIaRFKYHaRSfOtkn5JiCTjzneZhmujFLk8uoZMsKBtIut39OMM4Yda2gyztaEPxG5WqRIc-lgsM4PL6iX2QWKq1A-0~T21tRL28gtuXAWIbjGSQecnD5bMVfDuuUwjEYcf-Jc3Iksp1X6-727yA8lHJ1-1cAfEZFtsG0SUGcf2uIElLTxoRhYJAvPkQ2Brcw7qbJOb-pnHCjn5eZ5SzTFfST8MHdVnKDpFiZOLXCtT5d0u5ul3LWkA56r98Q__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"Networked_Fandom_Applying_Systems_Theory_to_Sport_Twitter_Analysis","translated_slug":"","page_count":17,"language":"en","content_type":"Work","summary":"The purpose of this study was to employ systems theory to analyze the social network of a Big Ten football team’s Twitter community. An identifiable network was found among the observed actors (N = 139), with fan accounts composing the largest percentage of the network. The number of observed reciprocal interactions was low, only 11.8% of the interactions and only 21.5% of the nodes. Traditional- media accounts frequently interacted with other media accounts, while fans inter- acted primarily with other fans. Overall, nontraditional-media accounts’ users were most focused on interactivity. Team-related accounts were almost nonexistent in the interactive network. A systems-theory-based network was found in terms of input, transformation, and output components. The feedback loop was the weak link in the network, indicating a possible lack of importance of direct feedback in Twitter social networks.","owner":{"id":267716,"first_name":"Galen","middle_initials":null,"last_name":"Clavio","page_name":"GalenClavio","domain_name":"indiana","created_at":"2010-10-18T12:19:57.503-07:00","display_name":"Galen Clavio","url":"https://indiana.academia.edu/GalenClavio"},"attachments":[{"id":31108616,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/31108616/thumbnails/1.jpg","file_name":"2012_Clavio_Burch_Frederick.pdf","download_url":"https://www.academia.edu/attachments/31108616/download_file","bulk_download_file_name":"Networked_Fandom_Applying_Systems_Theory.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/31108616/2012_Clavio_Burch_Frederick-libre.pdf?1392285285=\u0026response-content-disposition=attachment%3B+filename%3DNetworked_Fandom_Applying_Systems_Theory.pdf\u0026Expires=1743492005\u0026Signature=A~WRKXsizo7qIHwLtBpadtB-oftEbLZKl0X0Bg444y~3n7282Q6t3FIxtA4n59YDwamJIbPcqmeo1Kk1IstMe1q9O9kIaRFKYHaRSfOtkn5JiCTjzneZhmujFLk8uoZMsKBtIut39OMM4Yda2gyztaEPxG5WqRIc-lgsM4PL6iX2QWKq1A-0~T21tRL28gtuXAWIbjGSQecnD5bMVfDuuUwjEYcf-Jc3Iksp1X6-727yA8lHJ1-1cAfEZFtsG0SUGcf2uIElLTxoRhYJAvPkQ2Brcw7qbJOb-pnHCjn5eZ5SzTFfST8MHdVnKDpFiZOLXCtT5d0u5ul3LWkA56r98Q__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[{"id":859,"name":"Communication","url":"https://www.academia.edu/Documents/in/Communication"},{"id":5503,"name":"Sports Management","url":"https://www.academia.edu/Documents/in/Sports_Management"},{"id":7449,"name":"Sport Marketing","url":"https://www.academia.edu/Documents/in/Sport_Marketing"},{"id":9246,"name":"Social Media","url":"https://www.academia.edu/Documents/in/Social_Media"},{"id":13873,"name":"Twitter","url":"https://www.academia.edu/Documents/in/Twitter"}],"urls":[]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (true) { Aedu.setUpFigureCarousel('profile-work-3256774-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="3256749"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/3256749/Why_We_Follow_An_Examination_of_Parasocial_Interaction_and_Fan_Motivations_for_Following_Athlete_Archetypes_on_Twitter"><img alt="Research paper thumbnail of Why We Follow: An Examination of Parasocial Interaction and Fan Motivations for Following Athlete Archetypes on Twitter" class="work-thumbnail" src="https://attachments.academia-assets.com/31108591/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/3256749/Why_We_Follow_An_Examination_of_Parasocial_Interaction_and_Fan_Motivations_for_Following_Athlete_Archetypes_on_Twitter">Why We Follow: An Examination of Parasocial Interaction and Fan Motivations for Following Athlete Archetypes on Twitter</a></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">An Internet-based survey was posted on the Twitter feeds and Facebook pages of 1 predominantly so...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">An Internet-based survey was posted on the Twitter feeds and Facebook pages of 1 predominantly social and 1 predominantly parasocial athlete to ascertain the similarities and differences between their follower sets in terms of parasocial inter- action development and follower motivations. Analysis of the data revealed a sense of heightened interpersonal closeness based on the interaction style of the athlete. While followers of the social athlete were driven by interpersonal constructs, fol- lowers of the parasocial athlete relied more on media conventions in their inter- action patterns. To understand follower motivations, exploratory factor analyses were conducted for both follower sets. For followers of the social athlete, most of the interactivity, information-gathering, personality, and entertainment items loaded together. Unlike followers of the social athlete, fanship and community items loaded alongside information-gathering items for followers of the parasocial athlete. The implications of these and other findings are discussed further.</span></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="42e86717be1748c82d5bf7ef18f7249d" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":31108591,"asset_id":3256749,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/31108591/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="3256749"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="3256749"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 3256749; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=3256749]").text(description); $(".js-view-count[data-work-id=3256749]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 3256749; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='3256749']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "42e86717be1748c82d5bf7ef18f7249d" } } $('.js-work-strip[data-work-id=3256749]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":3256749,"title":"Why We Follow: An Examination of Parasocial Interaction and Fan Motivations for Following Athlete Archetypes on Twitter","translated_title":"","metadata":{"abstract":"An Internet-based survey was posted on the Twitter feeds and Facebook pages of 1 predominantly social and 1 predominantly parasocial athlete to ascertain the similarities and differences between their follower sets in terms of parasocial inter- action development and follower motivations. Analysis of the data revealed a sense of heightened interpersonal closeness based on the interaction style of the athlete. While followers of the social athlete were driven by interpersonal constructs, fol- lowers of the parasocial athlete relied more on media conventions in their inter- action patterns. To understand follower motivations, exploratory factor analyses were conducted for both follower sets. For followers of the social athlete, most of the interactivity, information-gathering, personality, and entertainment items loaded together. Unlike followers of the social athlete, fanship and community items loaded alongside information-gathering items for followers of the parasocial athlete. The implications of these and other findings are discussed further."},"translated_abstract":"An Internet-based survey was posted on the Twitter feeds and Facebook pages of 1 predominantly social and 1 predominantly parasocial athlete to ascertain the similarities and differences between their follower sets in terms of parasocial inter- action development and follower motivations. Analysis of the data revealed a sense of heightened interpersonal closeness based on the interaction style of the athlete. While followers of the social athlete were driven by interpersonal constructs, fol- lowers of the parasocial athlete relied more on media conventions in their inter- action patterns. To understand follower motivations, exploratory factor analyses were conducted for both follower sets. For followers of the social athlete, most of the interactivity, information-gathering, personality, and entertainment items loaded together. Unlike followers of the social athlete, fanship and community items loaded alongside information-gathering items for followers of the parasocial athlete. The implications of these and other findings are discussed further.","internal_url":"https://www.academia.edu/3256749/Why_We_Follow_An_Examination_of_Parasocial_Interaction_and_Fan_Motivations_for_Following_Athlete_Archetypes_on_Twitter","translated_internal_url":"","created_at":"2013-04-10T04:11:19.970-07:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":31108591,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/31108591/thumbnails/1.jpg","file_name":"2012_Frederick_Lim_Clavio_Walsh.pdf","download_url":"https://www.academia.edu/attachments/31108591/download_file","bulk_download_file_name":"Why_We_Follow_An_Examination_of_Parasoci.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/31108591/2012_Frederick_Lim_Clavio_Walsh-libre.pdf?1392226076=\u0026response-content-disposition=attachment%3B+filename%3DWhy_We_Follow_An_Examination_of_Parasoci.pdf\u0026Expires=1743492005\u0026Signature=DbGXEaIFJD0TfZFQDh84N4Zhp7i291XbWjQ04Cv-esgD2HVMyIAnKSjvYd3bPzb1uktTrk4bdt21DZw15CWkNts9dEqOSv3XoHcvtH9~M0UAZpvsu2~EG5jIVOXKKztnKDGkL5ts-JiZW-hNIBhowc5yPJ07QAdiG6sjwPBGDJRI01L4TJC3Q5smjXaGM8JMmYShCQVy1PkyxPc1tW0Ov7g7GZb14sToVhw6WOvSiNzeBACB5xY1yOJWWqWIKTuF~mfRZGlaO4kfOVD5hGVAaokj~ZN1PYQr1Z~qpo0j00fKAzJZcq~B8BzWE2jXNFZUnG--kGnztCYJwSkb-Tgt8A__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"Why_We_Follow_An_Examination_of_Parasocial_Interaction_and_Fan_Motivations_for_Following_Athlete_Archetypes_on_Twitter","translated_slug":"","page_count":22,"language":"en","content_type":"Work","summary":"An Internet-based survey was posted on the Twitter feeds and Facebook pages of 1 predominantly social and 1 predominantly parasocial athlete to ascertain the similarities and differences between their follower sets in terms of parasocial inter- action development and follower motivations. Analysis of the data revealed a sense of heightened interpersonal closeness based on the interaction style of the athlete. While followers of the social athlete were driven by interpersonal constructs, fol- lowers of the parasocial athlete relied more on media conventions in their inter- action patterns. To understand follower motivations, exploratory factor analyses were conducted for both follower sets. For followers of the social athlete, most of the interactivity, information-gathering, personality, and entertainment items loaded together. Unlike followers of the social athlete, fanship and community items loaded alongside information-gathering items for followers of the parasocial athlete. The implications of these and other findings are discussed further.","owner":{"id":267716,"first_name":"Galen","middle_initials":null,"last_name":"Clavio","page_name":"GalenClavio","domain_name":"indiana","created_at":"2010-10-18T12:19:57.503-07:00","display_name":"Galen Clavio","url":"https://indiana.academia.edu/GalenClavio"},"attachments":[{"id":31108591,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/31108591/thumbnails/1.jpg","file_name":"2012_Frederick_Lim_Clavio_Walsh.pdf","download_url":"https://www.academia.edu/attachments/31108591/download_file","bulk_download_file_name":"Why_We_Follow_An_Examination_of_Parasoci.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/31108591/2012_Frederick_Lim_Clavio_Walsh-libre.pdf?1392226076=\u0026response-content-disposition=attachment%3B+filename%3DWhy_We_Follow_An_Examination_of_Parasoci.pdf\u0026Expires=1743492005\u0026Signature=DbGXEaIFJD0TfZFQDh84N4Zhp7i291XbWjQ04Cv-esgD2HVMyIAnKSjvYd3bPzb1uktTrk4bdt21DZw15CWkNts9dEqOSv3XoHcvtH9~M0UAZpvsu2~EG5jIVOXKKztnKDGkL5ts-JiZW-hNIBhowc5yPJ07QAdiG6sjwPBGDJRI01L4TJC3Q5smjXaGM8JMmYShCQVy1PkyxPc1tW0Ov7g7GZb14sToVhw6WOvSiNzeBACB5xY1yOJWWqWIKTuF~mfRZGlaO4kfOVD5hGVAaokj~ZN1PYQr1Z~qpo0j00fKAzJZcq~B8BzWE2jXNFZUnG--kGnztCYJwSkb-Tgt8A__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[],"urls":[]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (false) { Aedu.setUpFigureCarousel('profile-work-3256749-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="13515999"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/13515999/Comparing_brand_awareness_levels_of_in_game_advertising_in_sport_video_games_featuring_visual_and_verbal_cues"><img alt="Research paper thumbnail of Comparing brand awareness levels of in-game advertising in sport video games featuring visual and verbal cues" class="work-thumbnail" src="https://attachments.academia-assets.com/38063250/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/13515999/Comparing_brand_awareness_levels_of_in_game_advertising_in_sport_video_games_featuring_visual_and_verbal_cues">Comparing brand awareness levels of in-game advertising in sport video games featuring visual and verbal cues</a></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">As technology advances, new forms of in-game advertising (IGA) executions continue to be develope...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">As technology advances, new forms of in-game advertising (IGA) executions continue to be developed. What was once simply a static advertisement has expanded to include verbal mentions of the brands placed within the games. While research has examined brand awareness of IGA, what has yet to be determined is the effectiveness of IGA which features these verbal cues. Therefore, this study examined the brand awareness levels of IGA which featured a visual brand placement (e.g., company logo placed within the game) versus those that have the visual placement accompanied by a verbal mention of the brand name. The results indicate that brand awareness levels were significantly higher for advertisements that contained both the visual and the verbal cues.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-13515999-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-13515999-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/50091256/table-1-correct-brand-recall-and-recognition-levels"><img alt="Table |. Correct Brand Recall and Recognition Levels. *Significant difference at p < .001. " class="figure-slide-image" src="https://figures.academia-assets.com/38063250/table_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/50091261/table-2-note-indicates-that-the-brand-was-not-advertised-in"><img alt="Note. N/A indicates that the brand was not advertised in the game version. Table 2. Brand Recall and Recognition Correct Percentages. 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These can come in the form of channels, web pages that host all of a user's video clips. Other YouTube users can subscribe to these channels, meaning a channel's updates appear on a user's YouTube home page. Among the entities utilising this inexpensive way of disseminating video messages is 16-year-old professional soccer league Major League Soccer (MLS). Researchers examined whether a sport organisation (i.e., MLS) can use such a website to practice agenda-setting through the posting of certain kinds of videos. Results showed that agenda-setting is being accomplished on a small scale, but can potentially be accomplished on a larger scale by using YouTube as if it were a traditional mass medium.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-1277993-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-1277993-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/1019827/table-1-coding-protocols-while-most-of-the-views-and"><img alt="Table 1 Coding protocols While most of the views and comments for the individual videos fell in a certain range. the presence of a small number of outliers necessitated recasting the results into more manageable slots. Five videos had views of more than 100,000, with one, of Los Angeles Galaxy player David Beckham’s first MLS goal, having received more than 2,000,000. Views, comments, likes and dislikes were each regrouped to include fewer possible results while retaining the entire dataset. In addition, the categories in clip category were changed to group together the video clips featuring individual on-field action o1 interviews. This resulted in five total clip categories, including game highlights. individual (player) highlights, interviews, advertisements and the MLS’ highlight package studio shows. These variables were subsequently examined via SPSS, initially through frequency analysis. Following this, chi-square, cross-tabulations, ANOVA and regression analyses were utilised, in order to gain further insight from the data. " class="figure-slide-image" src="https://figures.academia-assets.com/39395482/table_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/1019828/table-2-ordinal-values-of-recoded-variables-following-this"><img alt="Table 2 Ordinal values of recoded variables Following this recoding process, a set of ANOVAs was conducted on recoded clip category in relation to these new variables and significant differences were found in all four. For the ANOVA involving recoded clip category and recoded clip views, the analysis was significant, F (7.246) = 18.054, p < .000. Significant differences were found between the category of game highlights (VM = 3.86, SD = .89) and individual highlights " class="figure-slide-image" src="https://figures.academia-assets.com/39395482/table_002.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/1019829/table-3-frequency-of-single-organisation-mentions-the-third"><img alt="Table 3 Frequency of single organisation mentions The third research question asked whether some MLS teams seem to receive a higher degree of focus than others. To answer this question, researchers created a new variable for organisation of focus, eliminating all entries that featured two teams. These were mostly game highlights, as MLS’ YouTube channel posted highlights from every game featuring an MLS team. Four game highlight clips remained as they showcased individual teams competing either in non-MLS tournaments or exhibition games. This was done to create a category focusing solely on videos featuring one MLS team, to determine which organisations, if any, the league promoted above the others. Of 38 video clips (15.4% of the total videos studied) that focused on a single organisation, the Los Angeles Galaxy had the most, with seven videos (four individual highlight clips and three interview clips). The remaining frequencies for each team as an individual subject of " class="figure-slide-image" src="https://figures.academia-assets.com/39395482/table_003.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-1277993-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="a290bbf1d6e33dc73d370e9b388a9921" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":39395482,"asset_id":1277993,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/39395482/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="1277993"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="1277993"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 1277993; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=1277993]").text(description); $(".js-view-count[data-work-id=1277993]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 1277993; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='1277993']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "a290bbf1d6e33dc73d370e9b388a9921" } } $('.js-work-strip[data-work-id=1277993]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":1277993,"title":"Set the agenda like Beckham: a professional sports league's use of YouTube to disseminate messages to its users","translated_title":"","metadata":{"publisher":"Inderscience","ai_title_tag":"MLS Uses YouTube for Agenda-Setting","grobid_abstract":"The popularity of the video aggregation website YouTube has led some sporting organisations to establish a presence on the site. These can come in the form of channels, web pages that host all of a user's video clips. Other YouTube users can subscribe to these channels, meaning a channel's updates appear on a user's YouTube home page. Among the entities utilising this inexpensive way of disseminating video messages is 16-year-old professional soccer league Major League Soccer (MLS). Researchers examined whether a sport organisation (i.e., MLS) can use such a website to practice agenda-setting through the posting of certain kinds of videos. Results showed that agenda-setting is being accomplished on a small scale, but can potentially be accomplished on a larger scale by using YouTube as if it were a traditional mass medium.","publication_date":{"day":1,"month":1,"year":2011,"errors":{}},"publication_name":"International Journal of Sport …","grobid_abstract_attachment_id":39395482},"translated_abstract":null,"internal_url":"https://www.academia.edu/1277993/Set_the_agenda_like_Beckham_a_professional_sports_leagues_use_of_YouTube_to_disseminate_messages_to_its_users","translated_internal_url":"","created_at":"2012-01-23T14:15:50.643-08:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":39395482,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/39395482/thumbnails/1.jpg","file_name":"18_2011_Zimmerman_Clavio_Lim.pdf","download_url":"https://www.academia.edu/attachments/39395482/download_file","bulk_download_file_name":"Set_the_agenda_like_Beckham_a_profession.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/39395482/18_2011_Zimmerman_Clavio_Lim-libre.pdf?1445657492=\u0026response-content-disposition=attachment%3B+filename%3DSet_the_agenda_like_Beckham_a_profession.pdf\u0026Expires=1743492005\u0026Signature=HO9SIR4jhZYEK6woI2ZCzAeYNq2VKy2SeCYWtPXHeiYNhPPDGYaJ~92m1eEEPnF6HY9SPjON5q8PcllLbnLirZCMvXdtN3LFUAfopdNOCQcH4NKuHEMb86j5NHcCBYJFCTYZONJzrj5b8F0G0bMdYawtsWxGkJ5NVBbjc-EmgU7yE4EYmw-PqizGVu-kieL2pg1Ix33UE261xfL49GnluVFPuWUHwLFU47ssFplj15kVlaOE98DkfhiKN8sTLUUTRAXIq9vYY4g1UyKbSX-l06Xi5CuzEFhTfhaGmQPvZ4AOFsLtR~uNUPZ3hSyQ58MfGeoQifhfYYAgd5ywOTql7w__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"Set_the_agenda_like_Beckham_a_professional_sports_leagues_use_of_YouTube_to_disseminate_messages_to_its_users","translated_slug":"","page_count":16,"language":"en","content_type":"Work","summary":"The popularity of the video aggregation website YouTube has led some sporting organisations to establish a presence on the site. These can come in the form of channels, web pages that host all of a user's video clips. Other YouTube users can subscribe to these channels, meaning a channel's updates appear on a user's YouTube home page. Among the entities utilising this inexpensive way of disseminating video messages is 16-year-old professional soccer league Major League Soccer (MLS). Researchers examined whether a sport organisation (i.e., MLS) can use such a website to practice agenda-setting through the posting of certain kinds of videos. Results showed that agenda-setting is being accomplished on a small scale, but can potentially be accomplished on a larger scale by using YouTube as if it were a traditional mass medium.","owner":{"id":267716,"first_name":"Galen","middle_initials":null,"last_name":"Clavio","page_name":"GalenClavio","domain_name":"indiana","created_at":"2010-10-18T12:19:57.503-07:00","display_name":"Galen Clavio","url":"https://indiana.academia.edu/GalenClavio"},"attachments":[{"id":39395482,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/39395482/thumbnails/1.jpg","file_name":"18_2011_Zimmerman_Clavio_Lim.pdf","download_url":"https://www.academia.edu/attachments/39395482/download_file","bulk_download_file_name":"Set_the_agenda_like_Beckham_a_profession.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/39395482/18_2011_Zimmerman_Clavio_Lim-libre.pdf?1445657492=\u0026response-content-disposition=attachment%3B+filename%3DSet_the_agenda_like_Beckham_a_profession.pdf\u0026Expires=1743492005\u0026Signature=HO9SIR4jhZYEK6woI2ZCzAeYNq2VKy2SeCYWtPXHeiYNhPPDGYaJ~92m1eEEPnF6HY9SPjON5q8PcllLbnLirZCMvXdtN3LFUAfopdNOCQcH4NKuHEMb86j5NHcCBYJFCTYZONJzrj5b8F0G0bMdYawtsWxGkJ5NVBbjc-EmgU7yE4EYmw-PqizGVu-kieL2pg1Ix33UE261xfL49GnluVFPuWUHwLFU47ssFplj15kVlaOE98DkfhiKN8sTLUUTRAXIq9vYY4g1UyKbSX-l06Xi5CuzEFhTfhaGmQPvZ4AOFsLtR~uNUPZ3hSyQ58MfGeoQifhfYYAgd5ywOTql7w__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[{"id":49905,"name":"Sport","url":"https://www.academia.edu/Documents/in/Sport"},{"id":397579,"name":"Sport Management \u0026 Marketing","url":"https://www.academia.edu/Documents/in/Sport_Management_and_Marketing"}],"urls":[]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (true) { Aedu.setUpFigureCarousel('profile-work-1277993-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="3256651"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/3256651/_WorldSeries_An_Empirical_Examination_of_a_Twitter_Hashtag_During_a_Major_Sporting_Event"><img alt="Research paper thumbnail of #WorldSeries: An Empirical Examination of a Twitter Hashtag During a Major Sporting Event" class="work-thumbnail" src="https://attachments.academia-assets.com/31108486/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/3256651/_WorldSeries_An_Empirical_Examination_of_a_Twitter_Hashtag_During_a_Major_Sporting_Event">#WorldSeries: An Empirical Examination of a Twitter Hashtag During a Major Sporting Event</a></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">Sport organizations, teams, and athletes are growing constituencies that use social- media platfo...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">Sport organizations, teams, and athletes are growing constituencies that use social- media platforms such as Facebook and Twitter to engage in dialogue with their respective audiences. The purpose of this study was to examine Twitter hashtag use during a major sporting event. Specifically, this study analyzed #WorldSeries during the 2011 World Series. The study employed a content-analysis methodol- ogy to determine who was using the hashtag and how it was being used. Using systematic sampling, 1,450 tweets were analyzed. The results demonstrated that #WorldSeries was being used predominantly by laypersons to express fanship, as well as interactivity. When individuals were being interactive with this hashtag, they were doing so mainly with MLB/league officials and other laypersons. Most of these interactive tweets were also expressions of fanship. The implications of these findings are discussed further.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-3256651-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-3256651-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/25247633/table-1-worldseries-an-empirical-examination-of-twitter"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/31108486/table_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/25247640/table-2-ible-recipient-of-interactive-tweets"><img alt="ible 3. Recipient of Interactive Tweets " class="figure-slide-image" src="https://figures.academia-assets.com/31108486/table_002.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/25247647/table-3-worldseries-an-empirical-examination-of-twitter"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/31108486/table_003.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/25247653/table-4-worldseries-an-empirical-examination-of-twitter"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/31108486/table_004.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-3256651-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="4ac3d7d33d5f84166d0926f0eabb8fec" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":31108486,"asset_id":3256651,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/31108486/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="3256651"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="3256651"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 3256651; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=3256651]").text(description); $(".js-view-count[data-work-id=3256651]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 3256651; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='3256651']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "4ac3d7d33d5f84166d0926f0eabb8fec" } } $('.js-work-strip[data-work-id=3256651]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":3256651,"title":"#WorldSeries: An Empirical Examination of a Twitter Hashtag During a Major Sporting Event","translated_title":"","metadata":{"abstract":"Sport organizations, teams, and athletes are growing constituencies that use social- media platforms such as Facebook and Twitter to engage in dialogue with their respective audiences. The purpose of this study was to examine Twitter hashtag use during a major sporting event. Specifically, this study analyzed #WorldSeries during the 2011 World Series. The study employed a content-analysis methodol- ogy to determine who was using the hashtag and how it was being used. Using systematic sampling, 1,450 tweets were analyzed. The results demonstrated that #WorldSeries was being used predominantly by laypersons to express fanship, as well as interactivity. When individuals were being interactive with this hashtag, they were doing so mainly with MLB/league officials and other laypersons. Most of these interactive tweets were also expressions of fanship. The implications of these findings are discussed further.","ai_title_tag":"Analyzing #WorldSeries Usage on Twitter"},"translated_abstract":"Sport organizations, teams, and athletes are growing constituencies that use social- media platforms such as Facebook and Twitter to engage in dialogue with their respective audiences. The purpose of this study was to examine Twitter hashtag use during a major sporting event. Specifically, this study analyzed #WorldSeries during the 2011 World Series. The study employed a content-analysis methodol- ogy to determine who was using the hashtag and how it was being used. Using systematic sampling, 1,450 tweets were analyzed. The results demonstrated that #WorldSeries was being used predominantly by laypersons to express fanship, as well as interactivity. When individuals were being interactive with this hashtag, they were doing so mainly with MLB/league officials and other laypersons. Most of these interactive tweets were also expressions of fanship. The implications of these findings are discussed further.","internal_url":"https://www.academia.edu/3256651/_WorldSeries_An_Empirical_Examination_of_a_Twitter_Hashtag_During_a_Major_Sporting_Event","translated_internal_url":"","created_at":"2013-04-10T03:41:00.345-07:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":31108486,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/31108486/thumbnails/1.jpg","file_name":"2012_Blaszka_Burch_Frederick_Clavio_Walsh.pdf","download_url":"https://www.academia.edu/attachments/31108486/download_file","bulk_download_file_name":"WorldSeries_An_Empirical_Examination_of.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/31108486/2012_Blaszka_Burch_Frederick_Clavio_Walsh-libre.pdf?1392171234=\u0026response-content-disposition=attachment%3B+filename%3DWorldSeries_An_Empirical_Examination_of.pdf\u0026Expires=1743492005\u0026Signature=UXSeWXqgTYF4H1ftuaNJBLAi2EGcJdU0atJaymfPh2HIEw4Gwi36EQlfErWepvmqfXP0AFaSyIhb8PeckwYH~Z6V2BypQM18APDgIJYUaGKL7u3s4BYz4jjY41G64HMKCpDT5T-rE7oIdPnjcIWySO9h~dK6fYN5bY2p00y9dlD9SHZRf~qxzwBcUV24eYcXJc7q5quBLZv3RUl2z-WChky6GXekY3BJBtZ5U5~~dqtj2fCNAGHrb8NFfK~tH02zhhRtBhLeYIFaHmbASqCSuj4rsTPDVOKHowOIYosBOODfS5PsVECiuhucg5UTfIynrsXCcNYZX5N0hAo2xE9STA__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"_WorldSeries_An_Empirical_Examination_of_a_Twitter_Hashtag_During_a_Major_Sporting_Event","translated_slug":"","page_count":19,"language":"en","content_type":"Work","summary":"Sport organizations, teams, and athletes are growing constituencies that use social- media platforms such as Facebook and Twitter to engage in dialogue with their respective audiences. The purpose of this study was to examine Twitter hashtag use during a major sporting event. Specifically, this study analyzed #WorldSeries during the 2011 World Series. The study employed a content-analysis methodol- ogy to determine who was using the hashtag and how it was being used. Using systematic sampling, 1,450 tweets were analyzed. The results demonstrated that #WorldSeries was being used predominantly by laypersons to express fanship, as well as interactivity. When individuals were being interactive with this hashtag, they were doing so mainly with MLB/league officials and other laypersons. Most of these interactive tweets were also expressions of fanship. 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The study also measured whether consumers perceived the use of athletes' likenesses as sponsorship of these games, as well as whether certain demographic, usage, and other criteria may influence their positions on whether athletes should be compensated for such use, in excess of their current athletic scholarships. Findings point to the ability of consumers to identify athletes in the video games overall, and at a significantly higher percentage for nationally known football players whose likenesses are utilized in the games. Unsurprisingly, knowledge of college football as a sport, and of the video game series itself, significantly correlated with increased likelihood of identifying digital representations of real-life players. These and other findings, and their implications for NCAA policy and pending litigation related to student-athlete likenesses, are discussed.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-3256442-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-3256442-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/2306144/figure-2-sample-player-roster-information-page-downloaded"><img alt="Figure 2 - Sample player roster information page Downloaded from http://csri-jiia.org ©2013 College Sport Research Institute. All rights reserved. Not for commercial use or unauthorized distribution. " class="figure-slide-image" src="https://figures.academia-assets.com/31108263/figure_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/2306147/figure-1-sample-player-representation-within-ea-sports-ncaa"><img alt="Figure 1 - Sample player representation within EA Sports NCAA Football 2010 " class="figure-slide-image" src="https://figures.academia-assets.com/31108263/figure_002.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/2306151/table-1-responses-to-national-player-selection-downloaded"><img alt="Table 1 - Responses to national player selection Downloaded from http://csri-jiia.org ©2013 College Sport Research Institute. All rights reserved. Not for " class="figure-slide-image" src="https://figures.academia-assets.com/31108263/table_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/2306155/table-3-impact-of-variables-on-ability-to-identify-local"><img alt="Table 3 - Impact of Variables on Ability to Identify Local University Players " class="figure-slide-image" src="https://figures.academia-assets.com/31108263/table_002.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/2306159/table-2-impact-of-variables-on-ability-to-identify-national"><img alt="Table 2 - Impact of Variables on Ability to Identify National Marquee Players " class="figure-slide-image" src="https://figures.academia-assets.com/31108263/table_003.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/2306162/table-4-impact-of-variables-on-individual-perceptions-that"><img alt="Table 4 - Impact of Variables on Individual Perceptions that Players are being Compensated Discussion With respect to the fourth research question, when asked whether college lootball players were being compensated for appearing the game, 75% of respondents said no, with ten percent responding yes and 15% indicating they were unsure. Respondents were also asked whether players should be compensated for appearing in the game. 17.3% strongly disagreed, 35.7% disagreed, 22.5% neither agreed nor disagreed, 19.7% agreed, and 4.8% strongly agreed. With respect to the fifth research question, a binary logistic regression analysis was conducted to determine if any demographic and usage variables had an effect on whether individuals believed players were being compensated for appearing in video games. Game familiarity (f =-.270) was a significant predictor of individuals’ perceptions that players were being compensated for appearing in the game ( ,? = 30.645, p <.05, df= 16) with a Nagelkerke R? of .134. This significant negative result indicates that the more familiar individuals are with the game, the less likely they believe athletes are being compensated. " class="figure-slide-image" src="https://figures.academia-assets.com/31108263/table_004.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-3256442-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="025fe84932404bfd961f91544d35947b" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":31108263,"asset_id":3256442,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/31108263/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="3256442"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="3256442"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 3256442; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=3256442]").text(description); $(".js-view-count[data-work-id=3256442]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 3256442; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='3256442']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "025fe84932404bfd961f91544d35947b" } } $('.js-work-strip[data-work-id=3256442]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":3256442,"title":"College Athlete Representations in Sports Video Games","translated_title":"","metadata":{"abstract":"This study sought to gauge college sport video-game consumers' ability to identify National Collegiate Athletic Association (NCAA) college football players, whose likenesses are featured in such games. The study also measured whether consumers perceived the use of athletes' likenesses as sponsorship of these games, as well as whether certain demographic, usage, and other criteria may influence their positions on whether athletes should be compensated for such use, in excess of their current athletic scholarships. Findings point to the ability of consumers to identify athletes in the video games overall, and at a significantly higher percentage for nationally known football players whose likenesses are utilized in the games. Unsurprisingly, knowledge of college football as a sport, and of the video game series itself, significantly correlated with increased likelihood of identifying digital representations of real-life players. These and other findings, and their implications for NCAA policy and pending litigation related to student-athlete likenesses, are discussed."},"translated_abstract":"This study sought to gauge college sport video-game consumers' ability to identify National Collegiate Athletic Association (NCAA) college football players, whose likenesses are featured in such games. The study also measured whether consumers perceived the use of athletes' likenesses as sponsorship of these games, as well as whether certain demographic, usage, and other criteria may influence their positions on whether athletes should be compensated for such use, in excess of their current athletic scholarships. Findings point to the ability of consumers to identify athletes in the video games overall, and at a significantly higher percentage for nationally known football players whose likenesses are utilized in the games. Unsurprisingly, knowledge of college football as a sport, and of the video game series itself, significantly correlated with increased likelihood of identifying digital representations of real-life players. 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Data analysis revealed that users were predominantly White men between the ages of 23 and 39, with some college education and an annual income of $40,000–59,999. An exploratory factor analysis revealed 6 dimensions of gratification: evaluation, community, information gathering, knowledge demonstration, argumentation, and diversion. The most salient motivation statements were related to the speed of information access, the depth of information and coverage, and the availability of information not typically found through traditional media outlets. Most users spent 1–5 hr/wk watching MMA programming and 1–10 hr/wk on MMA blogs, making 1–20 comments per week. Findings indicated that users used this particular blog for both interactive and information-gathering purposes.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-1598459-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-1598459-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/33141633/table-2-able-weekly-consumption-patterns-for-mixed-martial"><img alt="able 3. Weekly Consumption Patterns for Mixed Martial Arts (MMA) " class="figure-slide-image" src="https://figures.academia-assets.com/15241058/table_002.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/33141638/table-3-characteristics-of-users-of-mixed-martial-arts-blog"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/15241058/table_003.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/33141624/table-1-characteristics-of-users-of-mixed-martial-arts-blog"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/15241058/table_001.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-1598459-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="ff02a69e0dfaac5c7fab0dc3c64d9db3" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":15241058,"asset_id":1598459,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/15241058/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="1598459"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="1598459"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 1598459; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=1598459]").text(description); $(".js-view-count[data-work-id=1598459]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 1598459; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='1598459']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "ff02a69e0dfaac5c7fab0dc3c64d9db3" } } $('.js-work-strip[data-work-id=1598459]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":1598459,"title":"Characteristics of users of a Mixed Martial Arts blog: A Case Study of Demographics and Usage Trends","translated_title":"","metadata":{"abstract":"For this case study, an Internet-based survey was posted on a popular mixed-martial- arts (MMA) blog to ascertain its users’ demographics and usage trends. Data analysis revealed that users were predominantly White men between the ages of 23 and 39, with some college education and an annual income of $40,000–59,999. An exploratory factor analysis revealed 6 dimensions of gratification: evaluation, community, information gathering, knowledge demonstration, argumentation, and diversion. The most salient motivation statements were related to the speed of information access, the depth of information and coverage, and the availability of information not typically found through traditional media outlets. Most users spent 1–5 hr/wk watching MMA programming and 1–10 hr/wk on MMA blogs, making 1–20 comments per week. Findings indicated that users used this particular blog for both interactive and information-gathering purposes.","more_info":"Co-authored with Frederick, E.L, Burch, L.M., \u0026 Zimmerman, M.H."},"translated_abstract":"For this case study, an Internet-based survey was posted on a popular mixed-martial- arts (MMA) blog to ascertain its users’ demographics and usage trends. Data analysis revealed that users were predominantly White men between the ages of 23 and 39, with some college education and an annual income of $40,000–59,999. An exploratory factor analysis revealed 6 dimensions of gratification: evaluation, community, information gathering, knowledge demonstration, argumentation, and diversion. The most salient motivation statements were related to the speed of information access, the depth of information and coverage, and the availability of information not typically found through traditional media outlets. Most users spent 1–5 hr/wk watching MMA programming and 1–10 hr/wk on MMA blogs, making 1–20 comments per week. Findings indicated that users used this particular blog for both interactive and information-gathering purposes.","internal_url":"https://www.academia.edu/1598459/Characteristics_of_users_of_a_Mixed_Martial_Arts_blog_A_Case_Study_of_Demographics_and_Usage_Trends","translated_internal_url":"","created_at":"2012-05-28T03:36:54.158-07:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":15241058,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/15241058/thumbnails/1.jpg","file_name":"IJSC_2012_MMA.pdf","download_url":"https://www.academia.edu/attachments/15241058/download_file","bulk_download_file_name":"Characteristics_of_users_of_a_Mixed_Mart.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/15241058/IJSC_2012_MMA-libre.pdf?1390863990=\u0026response-content-disposition=attachment%3B+filename%3DCharacteristics_of_users_of_a_Mixed_Mart.pdf\u0026Expires=1743492006\u0026Signature=K-ZwUPvc4pv3pdF57k~V9YRgvO8n9VUm65uQvCNz9I0bUBRYkxFkPwIIeBMx91HQTmg3j-AP0M8DQO5tG-dqyDpKnXQVGgrsDxckRxDctLmXJjRfBDc0a-tRoBw8Cg7kk5PpZBtqMrsP0oN8PFi8eckgB5oDjQbuJ6oWGDNyZceMLVx1H4TGdOO2sc7HTUvIhCglet-KNWgbkxhZXZ69NZdbj9SpIh5-5GgCILsjxvMoNG7OOI19n1rD4VtY7SVCVwxnxR7~btmWXkAEK8mqLk3rdUonKmXYxLxSxMxNuOYip72H3XcvTxBHkdZ8Wzf7dmU5nt~LAZsFz8pieM21cQ__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"Characteristics_of_users_of_a_Mixed_Martial_Arts_blog_A_Case_Study_of_Demographics_and_Usage_Trends","translated_slug":"","page_count":17,"language":"en","content_type":"Work","summary":"For this case study, an Internet-based survey was posted on a popular mixed-martial- arts (MMA) blog to ascertain its users’ demographics and usage trends. Data analysis revealed that users were predominantly White men between the ages of 23 and 39, with some college education and an annual income of $40,000–59,999. An exploratory factor analysis revealed 6 dimensions of gratification: evaluation, community, information gathering, knowledge demonstration, argumentation, and diversion. The most salient motivation statements were related to the speed of information access, the depth of information and coverage, and the availability of information not typically found through traditional media outlets. Most users spent 1–5 hr/wk watching MMA programming and 1–10 hr/wk on MMA blogs, making 1–20 comments per week. Findings indicated that users used this particular blog for both interactive and information-gathering purposes.","owner":{"id":267716,"first_name":"Galen","middle_initials":null,"last_name":"Clavio","page_name":"GalenClavio","domain_name":"indiana","created_at":"2010-10-18T12:19:57.503-07:00","display_name":"Galen Clavio","url":"https://indiana.academia.edu/GalenClavio"},"attachments":[{"id":15241058,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/15241058/thumbnails/1.jpg","file_name":"IJSC_2012_MMA.pdf","download_url":"https://www.academia.edu/attachments/15241058/download_file","bulk_download_file_name":"Characteristics_of_users_of_a_Mixed_Mart.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/15241058/IJSC_2012_MMA-libre.pdf?1390863990=\u0026response-content-disposition=attachment%3B+filename%3DCharacteristics_of_users_of_a_Mixed_Mart.pdf\u0026Expires=1743492006\u0026Signature=K-ZwUPvc4pv3pdF57k~V9YRgvO8n9VUm65uQvCNz9I0bUBRYkxFkPwIIeBMx91HQTmg3j-AP0M8DQO5tG-dqyDpKnXQVGgrsDxckRxDctLmXJjRfBDc0a-tRoBw8Cg7kk5PpZBtqMrsP0oN8PFi8eckgB5oDjQbuJ6oWGDNyZceMLVx1H4TGdOO2sc7HTUvIhCglet-KNWgbkxhZXZ69NZdbj9SpIh5-5GgCILsjxvMoNG7OOI19n1rD4VtY7SVCVwxnxR7~btmWXkAEK8mqLk3rdUonKmXYxLxSxMxNuOYip72H3XcvTxBHkdZ8Wzf7dmU5nt~LAZsFz8pieM21cQ__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[{"id":1573,"name":"Blogs","url":"https://www.academia.edu/Documents/in/Blogs"},{"id":9246,"name":"Social Media","url":"https://www.academia.edu/Documents/in/Social_Media"},{"id":136578,"name":"Mixed Martial Arts","url":"https://www.academia.edu/Documents/in/Mixed_Martial_Arts"},{"id":564014,"name":"MMA","url":"https://www.academia.edu/Documents/in/MMA"}],"urls":[]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (true) { Aedu.setUpFigureCarousel('profile-work-1598459-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="1277984"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/1277984/Demographics_and_Usage_Profiles_of_Users_of_College_Sport_Message_Boards"><img alt="Research paper thumbnail of Demographics and Usage Profiles of Users of College Sport Message Boards" class="work-thumbnail" src="https://attachments.academia-assets.com/15240973/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/1277984/Demographics_and_Usage_Profiles_of_Users_of_College_Sport_Message_Boards">Demographics and Usage Profiles of Users of College Sport Message Boards</a></div><div class="wp-workCard_item"><span>journals.humankinetics.com</span></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">Internet-based sport communication mediums represent a crucial area of scholarly inquiry for the ...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">Internet-based sport communication mediums represent a crucial area of scholarly inquiry for the field. The continuing growth in popularity of blogs, message boards, and other Internet-specific types of sport communication presents sport communication scholars with a plethora of avenues for research. This commentary examines one such avenue, through a survey administered to users on 14 college sport message boards. Survey results indicated that message-board users were primarily male (87.8%) and White (90.8%) and possessed at least an undergraduate degree (76.0%). In addition, 42.2% of users reported a household income of $100,000 or more per year. The analysis of the resulting demographic and usage data highlights some of the key aspects of this sample of users, including information relating to race, gender, income, education level, and salience of message-board use by both subscribers and nonsubscribers. These and other factors are presented as potential areas of future scholarly inquiry for sport communication researchers.</span></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="ec9ce13d7d7842ae6f62d4513d91df87" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":15240973,"asset_id":1277984,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/15240973/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="1277984"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="1277984"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 1277984; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=1277984]").text(description); $(".js-view-count[data-work-id=1277984]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 1277984; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='1277984']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "ec9ce13d7d7842ae6f62d4513d91df87" } } $('.js-work-strip[data-work-id=1277984]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":1277984,"title":"Demographics and Usage Profiles of Users of College Sport Message Boards","translated_title":"","metadata":{"abstract":"Internet-based sport communication mediums represent a crucial area of scholarly inquiry for the field. The continuing growth in popularity of blogs, message boards, and other Internet-specific types of sport communication presents sport communication scholars with a plethora of avenues for research. This commentary examines one such avenue, through a survey administered to users on 14 college sport message boards. Survey results indicated that message-board users were primarily male (87.8%) and White (90.8%) and possessed at least an undergraduate degree (76.0%). In addition, 42.2% of users reported a household income of $100,000 or more per year. The analysis of the resulting demographic and usage data highlights some of the key aspects of this sample of users, including information relating to race, gender, income, education level, and salience of message-board use by both subscribers and nonsubscribers. These and other factors are presented as potential areas of future scholarly inquiry for sport communication researchers.","ai_title_tag":"User Demographics of College Sport Boards","publication_name":"journals.humankinetics.com"},"translated_abstract":"Internet-based sport communication mediums represent a crucial area of scholarly inquiry for the field. The continuing growth in popularity of blogs, message boards, and other Internet-specific types of sport communication presents sport communication scholars with a plethora of avenues for research. This commentary examines one such avenue, through a survey administered to users on 14 college sport message boards. Survey results indicated that message-board users were primarily male (87.8%) and White (90.8%) and possessed at least an undergraduate degree (76.0%). In addition, 42.2% of users reported a household income of $100,000 or more per year. The analysis of the resulting demographic and usage data highlights some of the key aspects of this sample of users, including information relating to race, gender, income, education level, and salience of message-board use by both subscribers and nonsubscribers. These and other factors are presented as potential areas of future scholarly inquiry for sport communication researchers.","internal_url":"https://www.academia.edu/1277984/Demographics_and_Usage_Profiles_of_Users_of_College_Sport_Message_Boards","translated_internal_url":"","created_at":"2012-01-23T14:15:49.996-08:00","preview_url":null,"current_user_can_edit":null,"current_user_is_owner":null,"owner_id":267716,"coauthors_can_edit":true,"document_type":"paper","co_author_tags":[],"downloadable_attachments":[{"id":15240973,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/15240973/thumbnails/1.jpg","file_name":"IJSC_2008.pdf","download_url":"https://www.academia.edu/attachments/15240973/download_file","bulk_download_file_name":"Demographics_and_Usage_Profiles_of_Users.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/15240973/IJSC_2008-libre.pdf?1390863987=\u0026response-content-disposition=attachment%3B+filename%3DDemographics_and_Usage_Profiles_of_Users.pdf\u0026Expires=1743492006\u0026Signature=TPr8YcyYcbqGya5tam-7tnBcsLTG7Lal4tzyBG6T-BHudm2OBvEO38xKIt1ue8pnfY~voe4CQLJ69Kv8OWt85Z6jOKd0nKi7WJmVlLiTuph81TcMyumIeOVNk-KXXCWJ~aBFk5pSMV-cfyrGH8JqVb2nx9VJD0FEqABAyEPdXjadl0sO5lQwtqgKiPSVYGvMhRlzr0D3NvlLu2CkCqJkR1Bm6oQx2L66UW~Dh7X-oa11cqpRF30S0iDUxACQGWWXhVTKX12FnjsOmN6iQBnmb5V0qDH0JGWIQya~74xuCEDgKEyjWufI~zMuz5tLzNJBO301q4DOMqvN3b6r61pIAQ__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"slug":"Demographics_and_Usage_Profiles_of_Users_of_College_Sport_Message_Boards","translated_slug":"","page_count":10,"language":"en","content_type":"Work","summary":"Internet-based sport communication mediums represent a crucial area of scholarly inquiry for the field. The continuing growth in popularity of blogs, message boards, and other Internet-specific types of sport communication presents sport communication scholars with a plethora of avenues for research. This commentary examines one such avenue, through a survey administered to users on 14 college sport message boards. Survey results indicated that message-board users were primarily male (87.8%) and White (90.8%) and possessed at least an undergraduate degree (76.0%). In addition, 42.2% of users reported a household income of $100,000 or more per year. The analysis of the resulting demographic and usage data highlights some of the key aspects of this sample of users, including information relating to race, gender, income, education level, and salience of message-board use by both subscribers and nonsubscribers. These and other factors are presented as potential areas of future scholarly inquiry for sport communication researchers.","owner":{"id":267716,"first_name":"Galen","middle_initials":null,"last_name":"Clavio","page_name":"GalenClavio","domain_name":"indiana","created_at":"2010-10-18T12:19:57.503-07:00","display_name":"Galen Clavio","url":"https://indiana.academia.edu/GalenClavio"},"attachments":[{"id":15240973,"title":"","file_type":"pdf","scribd_thumbnail_url":"https://attachments.academia-assets.com/15240973/thumbnails/1.jpg","file_name":"IJSC_2008.pdf","download_url":"https://www.academia.edu/attachments/15240973/download_file","bulk_download_file_name":"Demographics_and_Usage_Profiles_of_Users.pdf","bulk_download_url":"https://d1wqtxts1xzle7.cloudfront.net/15240973/IJSC_2008-libre.pdf?1390863987=\u0026response-content-disposition=attachment%3B+filename%3DDemographics_and_Usage_Profiles_of_Users.pdf\u0026Expires=1743492006\u0026Signature=TPr8YcyYcbqGya5tam-7tnBcsLTG7Lal4tzyBG6T-BHudm2OBvEO38xKIt1ue8pnfY~voe4CQLJ69Kv8OWt85Z6jOKd0nKi7WJmVlLiTuph81TcMyumIeOVNk-KXXCWJ~aBFk5pSMV-cfyrGH8JqVb2nx9VJD0FEqABAyEPdXjadl0sO5lQwtqgKiPSVYGvMhRlzr0D3NvlLu2CkCqJkR1Bm6oQx2L66UW~Dh7X-oa11cqpRF30S0iDUxACQGWWXhVTKX12FnjsOmN6iQBnmb5V0qDH0JGWIQya~74xuCEDgKEyjWufI~zMuz5tLzNJBO301q4DOMqvN3b6r61pIAQ__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA"}],"research_interests":[{"id":933,"name":"New Media","url":"https://www.academia.edu/Documents/in/New_Media"},{"id":15077,"name":"Uses And Gratifications","url":"https://www.academia.edu/Documents/in/Uses_And_Gratifications"},{"id":67757,"name":"Demographics","url":"https://www.academia.edu/Documents/in/Demographics"},{"id":489895,"name":"Message Boards","url":"https://www.academia.edu/Documents/in/Message_Boards"}],"urls":[]}, dispatcherData: dispatcherData }); $(this).data('initialized', true); } }); $a.trackClickSource(".js-work-strip-work-link", "profile_work_strip") if (false) { Aedu.setUpFigureCarousel('profile-work-1277984-figures'); } }); </script> <div class="js-work-strip profile--work_container" data-work-id="1277988"><div class="profile--work_thumbnail hidden-xs"><a class="js-work-strip-work-link" data-click-track="profile-work-strip-thumbnail" href="https://www.academia.edu/1277988/Social_Media_and_the_College_Football_Audience"><img alt="Research paper thumbnail of Social Media and the College Football Audience" class="work-thumbnail" src="https://attachments.academia-assets.com/7827249/thumbnails/1.jpg" /></a></div><div class="wp-workCard wp-workCard_itemContainer"><div class="wp-workCard_item wp-workCard--title"><a class="js-work-strip-work-link text-gray-darker" data-click-track="profile-work-strip-title" href="https://www.academia.edu/1277988/Social_Media_and_the_College_Football_Audience">Social Media and the College Football Audience</a></div><div class="wp-workCard_item"><span>Journal of Issues in Intercollegiate Athletics</span><span>, Jan 1, 2011</span></div><div class="wp-workCard_item"><span class="js-work-more-abstract-truncated">Despite the recent growth of social media as a communication and marketing tool, very little rese...</span><a class="js-work-more-abstract" data-broccoli-component="work_strip.more_abstract" data-click-track="profile-work-strip-more-abstract" href="javascript:;"><span> more </span><span><i class="fa fa-caret-down"></i></span></a><span class="js-work-more-abstract-untruncated hidden">Despite the recent growth of social media as a communication and marketing tool, very little research has been conducted on college athletics audiences and their usage of online tools such as Facebook, Twitter, and YouTube. Data from a survey conducted on an FBS school's football fans were statistically analyzed, with demographic and other data utilized in examination of traditional and online media usage. The study discovered significant differences<br />in traditional and social media use in relation to demographic factors such as age, income, and alumni status. Media such as Twitter and podcasts tended to be generally unpopular among fans, while a negative relationship existed between Facebook usage and age. Analysis of these and other findings focused on the reasons why certain media might be more popular among certain groups than others, including consideration of the application of Ajzen's (1991) Theory of Planned Behavior to future studies of social media in sport.</span></div><div class="wp-workCard_item"><div class="carousel-container carousel-container--sm" id="profile-work-1277988-figures"><div class="prev-slide-container js-prev-button-container"><button aria-label="Previous" class="carousel-navigation-button js-profile-work-1277988-figures-prev"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_back_ios</span></button></div><div class="slides-container js-slides-container"><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/24386621/figure-1-age-responses-to-traditional-media"><img alt="Figure 1 - Age responses to traditional media " class="figure-slide-image" src="https://figures.academia-assets.com/7827249/figure_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/24386627/figure-2-age-responses-to-new-social-media-other-demographic"><img alt="Figure 2 - Age responses to new/social media Other demographic variables were also examined in relation to new and social media usage. One such variable was income, which was re-coded into quintiles for the purposes of statistical analysis. While ANOVA revealed significant differences with all new and social media types except podcasts, three of the social media had notable differences. ANOVA revealed significant differences within income for Facebook usage, F(4, 2156) = 60.270, p< .000, with Bonferroni post hoc tests indicating significant differences between the lowest incom group ($39,000 or less; M = 3.94, SD = 1.48) and all other groups, as well as significant differences between the more than $200,000 group (M = 2.26, SD = 1.56) and all groups except the $100,000 - $199,999 (M = 2.52, SD = 1.64) group. ANOVA also uncovered differences within income for Twitter usage, F(4, 2119) = 10.200, p < .000, with Bonferroni post hoc tests indicating significant differences between the $100.000 - $199.999 (M = 1.37. SD = .97) group and the lowest two groups ($39.999 or less. M " class="figure-slide-image" src="https://figures.academia-assets.com/7827249/figure_002.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/24386631/table-1-social-media-and-the-college-football-audience"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/7827249/table_001.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/24386637/table-2-in-order-to-examine-whether-any-significant"><img alt="In order to examine whether any significant differences existed between groups in relation to traditional and social media usage, ANOVA and f-tests were utilized. In analyses involving age, the youngest group (17 and younger) was not utilized, due to the small size of the group potentially skewing the statistical output. ~~ s @ a rr <i * a a Table 2 - Income of survey respondents " class="figure-slide-image" src="https://figures.academia-assets.com/7827249/table_002.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/24386643/table-3-social-media-and-the-college-football-audience"><img alt="" class="figure-slide-image" src="https://figures.academia-assets.com/7827249/table_003.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/24386650/table-4-means-of-new-social-media-usage"><img alt="Table 4 - Means of new/social media usage " class="figure-slide-image" src="https://figures.academia-assets.com/7827249/table_004.jpg" /></a></figure><figure class="figure-slide-container"><a href="https://www.academia.edu/figures/24386656/table-5-note-sd-included-in-parentheses-difference"><img alt="Note: SD included in (parentheses); ** = difference significant at .001 level Table 5 - Means, standard deviations, and t-test significance for alumni status Discussion " class="figure-slide-image" src="https://figures.academia-assets.com/7827249/table_005.jpg" /></a></figure></div><div class="next-slide-container js-next-button-container"><button aria-label="Next" class="carousel-navigation-button js-profile-work-1277988-figures-next"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">arrow_forward_ios</span></button></div></div></div><div class="wp-workCard_item wp-workCard--actions"><span class="work-strip-bookmark-button-container"></span><a id="10445f0ce0ae911522eb0b19e8bd43f0" class="wp-workCard--action" rel="nofollow" data-click-track="profile-work-strip-download" data-download="{"attachment_id":7827249,"asset_id":1277988,"asset_type":"Work","button_location":"profile"}" href="https://www.academia.edu/attachments/7827249/download_file?s=profile"><span><i class="fa fa-arrow-down"></i></span><span>Download</span></a><span class="wp-workCard--action visible-if-viewed-by-owner inline-block" style="display: none;"><span class="js-profile-work-strip-edit-button-wrapper profile-work-strip-edit-button-wrapper" data-work-id="1277988"><a class="js-profile-work-strip-edit-button" tabindex="0"><span><i class="fa fa-pencil"></i></span><span>Edit</span></a></span></span></div><div class="wp-workCard_item wp-workCard--stats"><span><span><span class="js-view-count view-count u-mr2x" data-work-id="1277988"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 1277988; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=1277988]").text(description); $(".js-view-count[data-work-id=1277988]").attr('title', description).tooltip(); }); });</script></span></span><span><span class="percentile-widget hidden"><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 1277988; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-work-strip[data-work-id='1277988']"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></span></div><div id="work-strip-premium-row-container"></div></div></div><script> require.config({ waitSeconds: 90 })(["https://a.academia-assets.com/assets/wow_profile-a9bf3a2bc8c89fa2a77156577594264ee8a0f214d74241bc0fcd3f69f8d107ac.js","https://a.academia-assets.com/assets/work_edit-ad038b8c047c1a8d4fa01b402d530ff93c45fee2137a149a4a5398bc8ad67560.js"], function() { // from javascript_helper.rb var dispatcherData = {} if (true){ window.WowProfile.dispatcher = window.WowProfile.dispatcher || _.clone(Backbone.Events); dispatcherData = { dispatcher: window.WowProfile.dispatcher, downloadLinkId: "10445f0ce0ae911522eb0b19e8bd43f0" } } $('.js-work-strip[data-work-id=1277988]').each(function() { if (!$(this).data('initialized')) { new WowProfile.WorkStripView({ el: this, workJSON: {"id":1277988,"title":"Social Media and the College Football Audience","translated_title":"","metadata":{"abstract":"Despite the recent growth of social media as a communication and marketing tool, very little research has been conducted on college athletics audiences and their usage of online tools such as Facebook, Twitter, and YouTube. 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