Social media and the college football audience.

Galen E. Clavio

45 citations0/0 files storedScholar Commons (University of South Carolina)

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Sports, Gender, and Society Digital Marketing and Social Media Media and Digital Communication

Abstract

Despite the recent growth of social media as a communication and marketing tool, very little research has been conducted on college athletics audiences and their usage of online tools such as Facebook, Twitter, and YouTube. Data from a survey conducted on an FBS school's football fans were statistically analyzed, with demographic and other data utilized in examination of traditional and online media usage. The study discovered significant differences in traditional and social media use in relation to demographic factors such as age, income, and alumni status. Media such as Twitter and podcasts tended to be generally unpopular among fans, while a negative relationship existed between Facebook usage and age. Analysis of these and other findings focused on the reasons why certain media might be more popular among certain groups than others, including consideration of the application of Ajzen's (1991) Theory of Planned Behavior to future studies of social media in sport.

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References

1991The theory of planned behavior 2009Users of the world, unite! The challenges and opportunities of Social Media 1974Utilization of mass communication by the individual 2010Understanding Professional Athletes’ Use of Twitter: A Content Analysis of Athlete Tweets 2010Uses and Gratifications of a Retired Female Athlete’s Twitter Followers 2010Paradigm Shift or Passing Fad? Twitter and Sports Journalism 2010An Exploratory Study of How Twitter Is Affecting Sports Journalism 2011Using Stewardship to Cultivate Fandom Online: Comparing How National Football League Teams Use Their Web Sites and Facebook to Engage Their Fans

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