Share these talks and lectures with your colleaguesInvite colleagues
Take me out to the Facebook page
This paper examines why fans visit a professional baseball team’s Facebook page. The broader objective is to understand motivations for using communication channels in social media. Given the massive popularity of Facebook, insights into the use of this communication channel should provide an important understanding of how digital and social media channels work. The results support a proposed model for understanding fans’ interactions with their sports team’s Facebook page. Team identification related positively with the value fans put on relevant outcomes from visiting the site. Socially relevant outcomes were highly valued among those who visited the team’s page. From the standpoint of practice, the results suggest that sports teams may want to enhance their marketing efforts by placing strong emphasis on the social relationships that fans have with other fans of the same team, and the relationships that fans might build with players through live encounters with them on the team page. Managers of team pages should determine the various outcomes fans value as part of their identification with the team.
The full article is available to institutions that have subscribed to the journal
Caitlin Moyer is Director of New Media for The Milwaukee Brewers Major League Baseball Club. She has a BA and MA from Marquette University’s Diederich College of Communication.
Robert J. Griffin is Professor Emeritus at Marquette University’s Diederich College of Communication. His research interests are in health and environmental communication with a focus on risk information processing in those fields. He has a PhD in communication from the University of Wisconsin-Madison and he is a Fellow in the American Association for the Advancement of Science.
James Pokrywczynski has a PhD in communication from the University of Georgia. For the past 32 years he has taught advertising and communication in the Diederich College of Communication at Marquette University. His research interests range from advertising effects to sports marketing impact.