Publications
Detailed Information
Social Media and Fans: Fans Motivation of Sports Club with Different Type of Ownership and League Position : 소셜 미디어와 팬: 클럽 소유 유형 및 리그 위치에 따른 스포츠 클럽 팬의 동기
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | 김유겸 | - |
| dc.contributor.author | 카마룰 이크람 | - |
| dc.date.accessioned | 2017-10-31T08:08:11Z | - |
| dc.date.available | 2017-10-31T08:08:11Z | - |
| dc.date.issued | 2017-08 | - |
| dc.identifier.other | 000000145192 | - |
| dc.identifier.uri | https://hdl.handle.net/10371/137790 | - |
| dc.description | 학위논문 (석사)-- 서울대학교 대학원 사범대학 체육교육과,글로벌스포츠매니지먼트전공, 2017. 8. 김유겸. | - |
| dc.description.abstract | Social Media and Fans:
Fans Motivation of Sports Club with Different Type of Ownership and League Position Kamarul Ikram bin Abdul Halim Global Sport Management, Department of Physical Education The Graduate School Seoul National University This study examines how sport fans are using social media to interact with sports organizations. Professional sports club are important entity with large communities of followers which gives an ideal context to better understand the potential that social media have to help build strong bonds with fans. The research questions were produced by recognizing a gap in sports communication literature, which reveal a lack of framework to assess fans communication with professional sports club on social media. Based on existing key motives from previous literature, content analysis and netnographic methodology was carried out on official Facebook pages of three Malaysian Super League (MSL) clubs which are different in ownership type and league position. Online comments by fans of three football clubs were explored in ten days period during MSL season. Inductive category development approach was used to extract new emerging motives of the fans. Results showed that fans from different club ownership type and league position have different key motives to interact with sports club. The results were discussed in light of the research questions and concluded with recommendation to conduct further research in the area of fans communicating on social media. Keywords: Fans motivation, interaction, social media Student Number: 2015-22365 | - |
| dc.description.tableofcontents | Chapter 1. Introduction 1
1.1 Sports Fan and Social Media 1 1.2. Research Significance 3 1.3. Research Questions 3 Chapter 2 Review of Literature 4 2.1 Fans Motivation 4 2.2 Sports and Fanship 8 2.3 Club Ownership Type 12 2.4 Relationship Marketing 14 2.5 Social Media 17 2.6 Social Media Consumption Motivation 21 2.7 Facebook Usage 23 2.8 Social Media and Sports 25 2.9 Social Media and Sports Fans 27 Chapter 3 Methodology 30 3.1. Aims and Objectives 30 3.2 Research Method 31 3.2.1. Netnography 32 3.2.2 Content Analysis 33 3.2.3. Inductive Category Development Approach 37 Chapter 4 Findings and Discussion 40 4.1. Results 40 4.2. Categories of Fans Motivations 41 4.2.1 Emerging of New Sub-categories 42 4.3. Difference of Ownership Type 57 4.3.1 Private Ownership Club 57 4.3.2 Association Club 59 4.3.3 Company Owned Club 62 4.4. Difference of Position in League 64 4.4.1 Club on Top of League Table 64 4.4.2 Club on Bottom of League Table 67 Chapter 5 Conclusions 71 5.1 Limitations of the Research 74 5.2 Recommendations for Future Research 76 Bibliography 78 국 문 초 록 89 | - |
| dc.format | application/pdf | - |
| dc.format.extent | 618351 bytes | - |
| dc.format.medium | application/pdf | - |
| dc.language.iso | en | - |
| dc.publisher | 서울대학교 대학원 | - |
| dc.subject | Fans motivation | - |
| dc.subject | interaction | - |
| dc.subject | social media | - |
| dc.subject.ddc | 796.069 | - |
| dc.title | Social Media and Fans: Fans Motivation of Sports Club with Different Type of Ownership and League Position | - |
| dc.title.alternative | 소셜 미디어와 팬: 클럽 소유 유형 및 리그 위치에 따른 스포츠 클럽 팬의 동기 | - |
| dc.type | Thesis | - |
| dc.contributor.AlternativeAuthor | Kamarul Ikram bin Abdul Halim | - |
| dc.description.degree | Master | - |
| dc.contributor.affiliation | 사범대학 체육교육과,글로벌스포츠매니지먼트전공 | - |
| dc.date.awarded | 2017-08 | - |
- Appears in Collections:
- Files in This Item:
Item View & Download Count
Items in S-Space are protected by copyright, with all rights reserved, unless otherwise indicated.