Recreation and Sport Studies

Studying, Experiencing and Facilitating Kinesiology, Recreation and Sport through Wellness and Physical Activity

Social Media and Sports Marketing: Examining the Motivations and Constraints of Twitter Users

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As an undergraduate in RSS, an article I would recommend to the future RSS 4092:

Witkemper, C., Lim, C. H., Waldburger, A. (2012). Social media and sports marketing: examining the motivations and constraints of Twitter users. Sports Marketing Quarterly, 21 (3), 170-183.

This article demonstrates Twitter as the favorable avenue for social media sports marketing due to quick accessibility and reasons individuals have in favor of, or against, using it in following their favorite athletes. Sport Twitter Consumption (STC) is defined as “the use of Twitter to connect with and follow a sport-related entity”.  Motivations for STC listed fanship and fan support, technical knowledge of sport,  entertainment,  information,  escape,  economic, personal communication, passing time, and content. Constraints examined were economic, social, skill, accessibility, and interest constraints.

Understanding the importance of social media in today’s sports consumption is vital to successful marketing of an athlete. Business Insider says Twitter has 232 million active monthly users but have never offered information on their total number of registered users but is estimated at 882 million with the majority of users in the 18-34 age category, an ideal market for sport.  While Twitter lags in numbers behind other forms of social media. it has a niche market in sport for quick updates requiring little effort from the consumer; it’s the marketer’s direct link to the consumer, and consumer to other consumers.

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Author: JeCob18

I am a student at UNB, studying Recreation and Sport Studies (Management) and a minor in Business. Outside school I work with the NB Filmmakers Co-Operative, Special Olympics, recruit/manage/play for the Capital Senior Women's Soccer league, and part of UNB's rowing club (though not this year). I'm also a martial artist, gardener, dancing enthusiast, painter, writer, photographer, and a wildlife/nature lover. The list is growing.

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