Non-cricket sports leagues are rapidly rising in an emerging market like India. With the advent of web 2.0, sports marketers are using social media platforms to popularize these sports leagues. How...

Exploring the Role of Social Media Communications in the Success of Professional Sports Leagues: An Emerging Market Perspective

Research on social media in the fitness industry has focused mostly on the impacts of images on body image and how interventions on social media can impact behavior change. Little research explores the managerial aspects of using social media in the fitness realm. This study explored how fitness facility members valued firm-generated content on Facebook, Twitter, and Instagram. After surveying 467 fitness facility members, descriptive statistics and regression analyses were run to determine if they valued content and what content valuations drove interaction on each network. Overall, consumers evaluated firm-generated content as relevant, useful, interesting, high quality, appropriate, important, and engaging. Content that was rated as high quality and important drove interactive behaviors on social media in general. Fitness managers should put resources into determining what content members perceive as important and creating high quality photos and videos to drive interaction with content.

Use of Social Media Networks and Perceptions of Firm-Generated Content in the Fitness Industry

Fitness is the fourth most popular sports activity among Flemish adults. Using data of two Flemish studies and the Flemish Fitness Panels, this chapter aims to identify how the fitness industry in Belgium has developed over the years, with a particular focus on Flanders. On the one hand, this chapter sheds light upon the demand side by focusing on the profile, behaviour, expenses and willingness to move of consumers. On the other hand, the supply side will be uncovered by analysing organisational characteristics of fitness centres (e.g. typology, accommodation, employment, revenues). This chapter shows the stronger growth of fitness, compared to sport in general, thereby suggesting that fitness has significant growth potential in the (near) future.

The (R)Evolution of the Flemish Fitness Industry

Günümüzde iletişim teknolojilerindeki gelişmeler diğer alanlarda olduğu gibi medya alanında da köklü değişiklikleri beraberinde getirmiştir. İletişim teknolojileri haberciliğin yanında yayıncılığın da dijital olarak izleyicilere aktarılmasına olanak sağlamıştır. Bu dijital yayıncılıkta birisi olan spor yayıncılığı da çevrimiçin platformlarda yer alarak geleneksel spor yayıncılığının önüne geçmektedir. Dijital spor kanalları giderek popüler hale gelerek yaygınlaşmaktadırlar. Çalışmada dijital spor kanallarından yapılan yayınların izleyicilerin kanaatlerinin yönünü belirlemede ki etkisi incelemektir. Bu bağlamda çalışma kapsamında Türkiye'de en çok izlenen dijital spor kanalı olan VOLE’ye gelen yorumların yönünü belirlemektir. Bunun için “VOLE” dijital spor kanalında yer alan en popüler beş video alınmış ve her videodan 300 yorum içerik analiz yöntemiyle analiz edilmiştir. Çalışamadan elde edilen sonuçlar genel anlamda vidolara pozitif yorumların geldiği sırasıyla negatif ve nötr yorumların takip ettiği görülmüştür. Ayrıca yorumların, yayıncıların konu ile ilgili genel tutum ve görüşleri ile örtüştüğü görülmüştür. Araştırma sonuçları yorumcuların izleyicilerin kanaatlerinin yönünü belirlemede rolü olduğu söylenebilir.

Digitalized sports media: examination of audience opinions

The current study seeks to analyse differences in the usage of social networking sites (SNSs) between different sports organisations in Flanders (Belgium), more particularly between sports federations (SFs), fitness centres (FCs), and local sports governing bodies (LSGBs). Second, this study aims to determine which factors make that Facebook posts of SFs, FCs, and LSGBs draw the attention of (potential) sports consumers, depicted by the number of 'likes' per post. For one month, an exploratory desk research on Facebook pages of 82 SFs, 154 LSGBs, and 118 FCs was conducted. The results demonstrate that: (a) significant differences exist in SNS usage between the three organisations; (b) posting atmosphere or feel-good content posts is, among others, beneficial for every sports providers' Facebook post. The results of the current study provide employees of sports organisations with information about how a successful SNS policy can be developed to gain attention of current and future sports participants.

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Astrid Denys

Papers

Like it or not? The differences between and success factors of sports providers' use of social networking sites