Title: Examining the predictors of consumer response to sport marketing via digital social media

Authors: Joseph E. Mahan III

Addresses: Sport and Recreation Management, School of Tourism and Hospitality Management, Temple University, 1810 N. 13th Street, 365 Speakman Hall, Philadelphia, PA 19122, USA

Abstract: Digital technology has had a profound impact on the sport industry over the past few decades. Sport organisations are constantly employing new methods to promote their brand or communicate with fans, and technological innovations are often at the centre of such strategy. Despite the prolific use of such technology in the industry, there is a paucity of scholarly research as to the effectiveness of such tactics in sport marketing. The current study uses the technology acceptance model (TAM) as a framework for examining predictors of consumer preferences for a particular innovation, namely digital social media (e.g., Facebook and Twitter). Results of SEM analyses indicate certain TAM constructs, along with some consumer characteristics, appear to influence individual attitudes toward, and intentions to use social media to follow sport organisations. Future research directions and implications for sport marketers are discussed.

Keywords: social media; sports consumers; consumer behaviour; sport marketing; technology acceptance model; TAM; consumer preferences; social networking; Facebook; Twitter; consumer attitudes; consumer response.

DOI: 10.1504/IJSMM.2011.041575

International Journal of Sport Management and Marketing, 2011 Vol.9 No.3/4, pp.254 - 267

Available online: 26 Jul 2011 *

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