The Value of Twitter for Sports Fans

Document Type

Article

Publication Date

6-27-2014

Publication Title

Journal of Direct, Data and Digital Marketing Practice

Abstract

Twitter has become a favorite social media vehicle for sports organizations looking to connect with fans. Less is known, however, about the value of tweets for the fans themselves. This research is a preliminary investigation into assessing this value by attempting to classify sports tweets from the fan perspective, and determining whether there is a relationship between value and team identification (TI). Results revealed that TI significantly influences how much people value specific categories of sports tweets. Future avenues for research are suggested.

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DOI: https://doi.org/10.1057/dddmp.2014.36

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