The influence of geographical distance on motivations for social media engagement and its influence on fan loyalty: a comparison of local and international satellite fans
Notice bibliographique
Résumé
Professional sports teams and leagues that play at a superior level and have sporting success on an international level nowadays have a large number of geographically distant fans. These fans are labelled in the literature as satellite fans (Kerr & Gladden, 2008). The emergence of the internet, especially social media, allows these satellite fans to stay in constant contact with their favourite team (Kerr & Emery, 2011; Li et al., 2019). However, little is known about the use of social media by satellite fans and its consequences for their fandom. Therefore, this study investigates the motivations for social media engagement with team-related content and the impact of this social media engagement on fan loyalty of satellite fans and compares them to local fans. In particular, this research focuses on NHL fans in Germany (satellite fans), USA and Canada (local fans) that use Instagram to follow their team’s official account and/or other related accounts. The local fans reside within 100 miles (160 km) of their NHL team’s home stadium (Collins et al., 2016; Richelieu & Pons, 2009). This comparison reveals how geographical distance from a favourite sports team affects social media use and its offline impact on fan loyalty. \n \nUses and gratifications theory was applied to examine the relationship between motivations for media use (entertainment, integration and social interaction, personal identity, information, remuneration, and empowerment) and consumers’ online brand-related activity levels (consumption, contribution, and creation). In addition, the relationship between these three online engagement levels and attitudinal and behavioural fan loyalty was investigated. An online questionnaire was conducted and disseminated via social media for data collection. A local fan sample (n = 472) and a satellite fan sample (n = 465) were collected. Quantitative methods using confirmatory factor analysis and structural equation modeling were applied to confirm the conceptual model. The chi-square difference test was used to compare the local and satellite fan samples and identify differences. \n \nThe analysis revealed seven paths in the conceptual model that showed statistically significant differences between the two fan groups. Further differences were found at a descriptive level. The results showed that local fans have a smaller set of motivations to engage in social media compared to satellite fans. In addition, social media engagement with team-related content has a greater and usually stronger impact on fan loyalty among satellite fans than among local fans. These results underline that satellite fans have a higher dependence on social media than local fans. It also demonstrates that local and satellite fans are two distinct fan groups in terms of their motivations for social media engagement with team-related content and its influence on their fan loyalty. Furthermore, the study shows that social media can be used as a strategic tool to influence the loyalty of both local and satellite fans. Implications are made on how to address these groups collectively and individually via social media.
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Comment cette classification a été obtenuedéplier
Prédiction distillée sur la base complète
Imitation des enseignantsNi prévalence calibrée, ni vérité terrain. Validation humaine à venir. Apprise à partir de 10 348 étiquettes directes de Codex et de 10 348 étiquettes directes de Gemma. Le mode candidate est l'union des têtes enseignantes seuillées; le consensus est leur intersection. Ces sorties portent le statut machine_predicted_unvalidated et ne sont ni des étiquettes humaines ni des étiquettes directes de modèles de pointe.
Scores Codex et Gemma par catégorie
| Catégorie | Codex | Gemma |
|---|---|---|
| Métarecherche | 0,002 | 0,001 |
| Méta-épidémiologie (sens strict) | 0,000 | 0,000 |
| Méta-épidémiologie (sens large) | 0,000 | 0,000 |
| Bibliométrie | 0,001 | 0,001 |
| Études des sciences et des technologies | 0,002 | 0,002 |
| Communication savante | 0,000 | 0,000 |
| Science ouverte | 0,001 | 0,000 |
| Intégrité de la recherche | 0,000 | 0,001 |
| Charge utile insuffisante (le modèle a refusé de juger) | 0,000 | 0,000 |
Scores machine (provisoires)
Les deux têtes enseignantes du modèle étudiant, lues sur ce travail. Un score ordonne la base pour la relecture; il n'affirme jamais une catégorie, et le statut de validation accompagne chaque rangée tel quel.
Scores de référence d'un modèle non mature (critères de maturité non atteints, 7 itérations). Un score ordonne; il n'affirme jamais une catégorie.
score_only:v0-immature-baseline · tel quel depuis la passe de notation : score_only signifie que le nombre peut ordonner les travaux, et qu'aucune étiquette de catégorie n'en découleClassification
machine, non validéePrédiction automatique; un appel candidat d’une seule tête enseignante, pas un consensus.
Le détail, modèle par modèle et score par score, se trouve en fin de page sous « Comment cette classification a été obtenue ».