当前位置: X-MOL 学术European Sport Management Quarterly › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
When sponsorship causes anger: understanding negative fan reactions to postings on sports clubs’ online social media channels
European Sport Management Quarterly ( IF 3.714 ) Pub Date : 2020-06-29 , DOI: 10.1080/16184742.2020.1786593
Daniel Weimar 1 , Lisa Carola Holthoff 1 , Rui Biscaia 2
Affiliation  

ABSTRACT

Research question: Fans’ perception that sponsors are a financial need illustrating the increased commercialisation in sports is not always aligned with their view of a club’s culture. This perceived imbalance represents a challenge in the online marketing strategies of sports clubs. When club managers decide on the content of online social media posts/messages related to sponsors, they should be aware of potential fan reactions. Therefore, this study analyses how sponsor-related and other online social media communication of football clubs affect fan reactions.

Research methods: We analyse Facebook postings (N = 4,603) published by German first division football clubs. After classifying postings regarding their content, we regress ‘Reactions’, ‘Shares’, and ‘Angry’ reactions on the content variable and further covariates. Linear regression models, Poisson regression models, and general dominance statistics are used for exploring variance within the data.

Results and Findings: Fans react considerably angrier to sponsor-related posts than to other content except for defeat-related postings. Regarding overall reactions and shares, sponsor-related posts perform worst among different contents. In addition, the content of posts is elementary to negative reactions, but of less importance to overall reaction rates.

Implications: Sports managers and sponsors should be aware of the potential negative shift in reactions when using clubs’ social media channels to share sponsor-related content. We recommend releasing sponsor-related posts as videos on game days to decrease the fraction of negative responses and simultaneously maximise the overall reactions.



中文翻译:

当赞助引起愤怒时:了解球迷对体育俱乐部在线社交媒体渠道帖子的负面反应

摘要

研究问题:球迷认为赞助商是一种财务需求,说明体育运动商业化程度不断提高,这并不总是与他们对俱乐部文化的看法一致。这种感知到的不平衡代表了体育俱乐部在线营销策略的挑战。当俱乐部经理决定与赞助商相关的在线社交媒体帖子/消息的内容时,他们应该意识到潜在的球迷反应。因此,本研究分析了足球俱乐部的赞助商相关和其他在线社交媒体传播如何影响球迷反应。

研究方法:我们分析了德国甲级足球俱乐部发布的Facebook 帖子(N  = 4,603)。在对帖子内容进行分类后,我们回归内容变量和进一步协变量上的“反应”、“分享”和“愤怒”反应。线性回归模型、泊松回归模型和一般优势统计用于探索数据中的方差。

结果和调查结果:粉丝对与赞助商相关的帖子的反应比对除与失败相关的帖子之外的其他内容的反应要大得多。在整体反应和份额方面,赞助商相关的帖子在不同内容中表现最差。此外,帖子的内容是负面反应的基础,但对整体反应率的重要性较低。

启示:当使用俱乐部的社交媒体渠道分享与赞助商相关的内容时,体育经理和赞助商应该意识到潜在的负面反应。我们建议在比赛日以视频形式发布与赞助商相关的帖子,以减少负面反应的比例,同时最大化整体反应。

更新日期:2020-06-29
down
wechat
bug