The Value of Twitter for Sports Fans
Journal of Direct, Data and Digital Marketing Practice
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.
Williams, J., Chinn, S. & Suleiman, J. J Direct Data Digit Mark Pract (2014) 16: 36. https://doi.org/10.1057/dddmp.2014.36