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An Analysis of Broadcasting Media Using Social Media Engagement in the WNBA
While there has been research into what teams, leagues, and athletes post on social media and the impact of post content on social media engagement, there is limited understanding and empirical research on the impact of broadcasting media on social sport consumption. There are an increasing number o...
Autores principales: | , , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Frontiers Media S.A.
2021
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8160370/ https://www.ncbi.nlm.nih.gov/pubmed/34056588 http://dx.doi.org/10.3389/fspor.2021.658293 |
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author | Pegoraro, Ann Kennedy, Heather Agha, Nola Brown, Nicholas Berri, David |
author_facet | Pegoraro, Ann Kennedy, Heather Agha, Nola Brown, Nicholas Berri, David |
author_sort | Pegoraro, Ann |
collection | PubMed |
description | While there has been research into what teams, leagues, and athletes post on social media and the impact of post content on social media engagement, there is limited understanding and empirical research on the impact of broadcasting media on social sport consumption. There are an increasing number of new media through which sport leagues can distribute their content to fans. This research examines the impact of different broadcast platforms on game day engagement with WNBA team Twitter accounts. Using data for the 2016–2018 seasons, results indicate athlete/team quality and performance were positively associated with post engagement, underscoring the importance of the core sport product and potentially indicating that the WNBA is developing a star-driven culture similar to the NBA. In addition, broadcasting on League Pass or local TV (for home teams) and Twitter were associated with lower post engagement suggesting we have more to learn about maximizing online engagement. |
format | Online Article Text |
id | pubmed-8160370 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2021 |
publisher | Frontiers Media S.A. |
record_format | MEDLINE/PubMed |
spelling | pubmed-81603702021-05-29 An Analysis of Broadcasting Media Using Social Media Engagement in the WNBA Pegoraro, Ann Kennedy, Heather Agha, Nola Brown, Nicholas Berri, David Front Sports Act Living Sports and Active Living While there has been research into what teams, leagues, and athletes post on social media and the impact of post content on social media engagement, there is limited understanding and empirical research on the impact of broadcasting media on social sport consumption. There are an increasing number of new media through which sport leagues can distribute their content to fans. This research examines the impact of different broadcast platforms on game day engagement with WNBA team Twitter accounts. Using data for the 2016–2018 seasons, results indicate athlete/team quality and performance were positively associated with post engagement, underscoring the importance of the core sport product and potentially indicating that the WNBA is developing a star-driven culture similar to the NBA. In addition, broadcasting on League Pass or local TV (for home teams) and Twitter were associated with lower post engagement suggesting we have more to learn about maximizing online engagement. Frontiers Media S.A. 2021-05-14 /pmc/articles/PMC8160370/ /pubmed/34056588 http://dx.doi.org/10.3389/fspor.2021.658293 Text en Copyright © 2021 Pegoraro, Kennedy, Agha, Brown and Berri. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. |
spellingShingle | Sports and Active Living Pegoraro, Ann Kennedy, Heather Agha, Nola Brown, Nicholas Berri, David An Analysis of Broadcasting Media Using Social Media Engagement in the WNBA |
title | An Analysis of Broadcasting Media Using Social Media Engagement in the WNBA |
title_full | An Analysis of Broadcasting Media Using Social Media Engagement in the WNBA |
title_fullStr | An Analysis of Broadcasting Media Using Social Media Engagement in the WNBA |
title_full_unstemmed | An Analysis of Broadcasting Media Using Social Media Engagement in the WNBA |
title_short | An Analysis of Broadcasting Media Using Social Media Engagement in the WNBA |
title_sort | analysis of broadcasting media using social media engagement in the wnba |
topic | Sports and Active Living |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8160370/ https://www.ncbi.nlm.nih.gov/pubmed/34056588 http://dx.doi.org/10.3389/fspor.2021.658293 |
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