دانلود رایگان مقاله نبرد خارج از زمین در فیس بوک و توییتر در خصوص بهترین بازیکن

Abstract

Social media networks have become essential to the modern business world, and are especially vital forsports firms and athletes. Social media networks are new channels for firms to connect with their audience and establish a social customer relationship. For sports firms, athletes play a special role, as they are the firms’ ambassadors and the focus of virtual communities of fans. For most athletes, social media is a powerful tool to take advantage of their time in the spotlight. However, social media has much more potential. This work analyzes the social media profile and content created by six well-known sports figures–—Cristiano Ronaldo, Lionel Messi, Tom Brady, Aaron Rodgers, LeBron James, and Kevin Durant–—to develop a model (STAR) for social media use. The adoption of this model can enhance fan engagement online and therefore increase athletes’ and firms’ brand value and connectivity with consumers.

4. Discussion and conclusion

The analysis of the level of engagement raises the question of whether sports figures and companies use the same posture on Facebook, Twitter, and other social media sites. Social media has changed how sports firms and figures operate, and the fans are in control, as most sports fans are very active on social media. The challenges and opportunities inherent to social media adoption by sports firms and figures have catalyzed academic research in this area. Williams and Chinn (2010) argue that social media networks present sports figures and brands with the opportunity to communicate, interact, and add value to the consumer experience.