Spectators¡¯ Awareness, Attitudes and Behaviors towards a Stadium¡¯s Social Media Campaign

Ricard W. Jensen and Yam B. Limbu

International Journal of Marketing Studies, 2016, vol. 8, issue 4, 44-51

Abstract: The purpose of this study is to examine the relationship between spectator¡¯s awareness, attitudes, and behaviors related to social media efforts developed by a major sports stadium. Data was collected through in-person interviews from individuals who attended a sports event at a major stadium. The hypothesized relationships were assessed by using structural equation modeling technique. The results confirm the relationships between awareness, attitudes, and behavior; awareness of a stadium¡¯s social media presence influences following the stadium on social media directly and indirectly by promoting positive attitudes toward a stadium¡¯s social media campaign. In addition, following the stadium on social media is positively related to attendance and sharing of information using stadium¡¯s social media. Implications of these findings for stadium marketers are discussed.

Keywords: social media marketing; sports marketing; awareness; Facebook; Twitter; Instagram (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:8:y:2016:i:4:p:44-51

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