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2020 ◽  
Vol 32 ◽  
Author(s):  
Mary Ingram-Waters
Keyword(s):  
Social Media ◽  
Engagement Strategies ◽  
Celebrity Status ◽  
Fan Engagement

Taylor Swift's October 7, 2018 Instagram post marked her first public foray into politics, and indeed, media accounts credited her with inspiring 65,000 people to register to vote. However, Swift's social media posts reveal deliberate fan engagement strategies deployed for sustaining her celebrity status. These fan engagement strategies, like those of many other celebrities, present an illusion of fans' collective power while actually reinforcing a dynamic that privileges the celebrity over the fan.

scholarly journals Millennial fandom and the failures of "Switched at Birth"'s sexual assault education campaign

2018 ◽  
Vol 26 ◽  
Author(s):  
Stephanie Anne Brown
Keyword(s):  
Social Media ◽  
Sexual Assault ◽  
Black And White ◽  
Education Campaign ◽  
Special Series ◽  
Engagement Strategies ◽  
Sensitive Topics ◽  
Social Tv ◽  
Online Conversations ◽  
Fan Engagement

Since the emergence in the 1970s of the ABC Afterschool Special series, networks have sought to distance themselves from the what critics saw as the crass, shallow spectacle of mainstream television. Indeed, contemporary teen programming increasingly rejects black-and-white messages and didacticism in favor of provoking discussion both within the text and online. How, then, do "very special episodes" play out in an age of social TV, online fan discussion, and culturally edgy teen programming? By exploring a 2015 sexual assault story arc on ABC Family's teen drama, <em>Switched at Birth</em> (2011–17), and the network's accompanying social media fan engagement, I argue that fan conversations on social media about divisive or sensitive topics have the potential to disrupt the educational messages within teen programming. ABC Family's #SwitchedAfterChat exemplifies the ways in which fan engagement strategies that fail to adequately support online conversations surrounding sensitive or controversial topics have the potential to thwart educational messaging and to shut down lines of conversation opened by the television text itself, not only in teen programming but in television storytelling more generally.

scholarly journals Towards engagement: A comparison of fan groups in the context of a major South African football club

2016 ◽  
Vol 42 (1) ◽  
Author(s):  
Frederick W. Stander ◽  
Leon T. De Beer
Keyword(s):  
Social Media ◽  
Latent Variable ◽  
Professional Sport ◽  
Customer Engagement ◽  
Cross Sectional ◽  
Convenience Sample ◽  
Sport Fans ◽  
Engagement Strategies ◽  
Sport Clubs ◽  
Fan Engagement

Orientation: The commercial growth of sport clubs is often a direct consequence of the level of engagement of its fans. However, limited research has been done to understand how the engagement experience of these fans could be enhanced.Research purpose: The objective of this research was to evaluate whether differences exist amongst groups of sport fans in terms of their levels of engagement. This is conducted on the basis of customer engagement – relationship marketing – and market segmentation theories,and in an effort to inform practical strategies that could be used to leverage engagement. By establishing that differences do exist between segments of sport fans, practical strategies could be developed based on such differences.Research approach, design and method: A cross-sectional, quantitative design was utilised in this study. A convenience sample of 430 adult fans of one of South Africa’s largest and best supported professional football clubs participated in the study. Two fan groupings were compared, namely fans who belonged to a formal supporters’ branch of the club versus fans who did not, and fans who frequented the social media platforms of such club versus fans who did not. Multi group confirmatory factor analysis and latent variable modelling were implemented to compare groups of fans in terms of sport fan engagement. Measurement invariance was reviewed to compare the equivalence of measurement between the groups.Main findings: Statistical analysis revealed greater levels of fan engagement amongst fans that form part of formal supporters’ branches as well as amongst fans who regularly visit the sport club’s social media platforms.Practical/managerial implications: By making use of supporters’ branches and social media,practical engagement strategies are available to professional sport clubs that seek to enhance the engagement experience of their fans. These strategies could assist clubs in developing customised intervention programmes specifically for this purpose.Contribution/value-add: The study puts forward practical suggestions with regards to engagement strategies that professional sport clubs can consider in their efforts to enhance the commercial performance of their teams through greater engagement.

scholarly journals Fan Engagement in Motorsports: A Case of the FIA World Rally Championship

2019 ◽  
Vol 5 (1) ◽  
pp. 31-44
Author(s):  
Hans Erik Næss ◽  
Sam Tickell
Keyword(s):  
Social Media ◽  
Media Campaign ◽  
Audience Engagement ◽  
Media Campaigns ◽  
Building Relationships ◽  
Transmedia Storytelling ◽  
Fan Engagement

Social media success is increasingly being linked to profitable relations between sporting teams and their communities of fans. Through a case study of RallytheWorld, Volkswagen’s social media campaign 2013-2016 for the FIA World Rally Championship (WRC), this paper provides sports marketers with relevant practices on how to develop social media strategies and building relationships with and between the fans. Drawing upon theories of community facilitation and ‘transmedia storytelling’, as well as the method of autoethnography, our finding is that RallytheWorld, through its audience engagement techniques provided WRC fans with a new experience while respecting the championship’s sporting traditions. This combination, we argue, made RallytheWorld a qualitatively better offer to rally fans than comparable social media campaigns in the WRC.

Rivalry Influences on Fan Engagement Within Twitter

2019 ◽  
pp. 38-64
Author(s):  
Michelle Gacio Harrolle ◽  
Janelle E. Wells
Keyword(s):  
Social Media ◽  
Media Influence ◽  
Business Ecosystem ◽  
Rivalry Effect ◽  
Team Brand ◽  
Fan Engagement ◽  
The Way

Rivalries and social media influence the way individuals consume, produce, and experience sport. Thus, the purpose of the study was to understand the effects of sport rivalries on fan engagement within Twitter for segments of the Manchester United Football Club's business ecosystem (i.e., team brand, news-based fan club, unofficial fan club, and firm). First, the authors examined how specific Twitter content affected fan engagement during rivalry matches. Second, the authors compared fan engagement and virtual maltreatment within the segments of the Manchester United ecosystem. An analysis of 2,750 tweets from Manchester United's ecosystem during the 2015-2016 season was conducted. Results demonstrated a significant rivalry effect on fan engagement across all segments of Manchester United's ecosystem, and a significant virtual maltreatment effect on fan engagement during rivalry matches for the news-based fan club, unofficial fan club, and firm. Findings from the study provide practical and theoretical implications for marketing competitive relationships.

Consumer Socialization Process for the Highly Connected Customers

2020 ◽  
pp. 1-19
Author(s):  
Ree C. Ho ◽  
Teck Choon Teo
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Shopping Behavior ◽  
Customer Engagement ◽  
Purchase Decision ◽  
Consumer Socialization ◽  
Socialization Process ◽  
Brand Engagement ◽  
Engagement Strategies ◽  
Media Applications

Over the past two decades, social media has developed exponentially and significantly changed the customers' shopping behavior. Social media apps enable customers to interact with retailers and other customers closely, and influences their purchase decision. Hence, it is small wonder that businesses are investing time and resources to promote their products and brand image on social media applications. Instagram is best known for its enriched visual features in both image and footage and suitable for developing strong brand engagement. It is a viable platform for businesses to promote their products to customers. This chapter proposes a framework of product learning process with the use of Instagram. It contributes in effective management of social media marketing and provides marketers with the guidelines in using Instagram creatively to roll out customer engagement strategies.

scholarly journals The Belle Gibson scandal: The rise of lifestyle gurus as micro-celebrities in low-trust societies

2019 ◽  
Vol 56 (3) ◽  
pp. 388-404 ◽  
Author(s):  
Stephanie Alice Baker ◽  
Chris Rojek
Keyword(s):  
Social Media ◽  
Social Relationships ◽  
21St Century ◽  
Cultural Landscape ◽  
The Self ◽  
The Public ◽  
Celebrity Status ◽  
The Social ◽  
Health Advice ◽  
Ubiquitous Access

The Belle Gibson scandal that broke in 2015 is a testament to the growing phenomenon of lifestyle gurus in the 21st century. In this article, our aim is not to explain the psychology behind Gibson’s lies. Rather, we focus on the social, cultural and technological conditions that enabled Gibson’s persona to flourish and their impact on contemporary understandings of the self. Lifestyle gurus embody the para-social, trading off the appeal of intimacy, authenticity and integrity. We demonstrate how social media have increased the levels of emotional investment, trust and attention capital in para-social relationships by providing ubiquitous access to native experts and creating the platform to achieve influence and micro-celebrity status. Finally, we contend that the growing number of lifestyle gurus providing the public with health advice and scientific knowledge points to the need to examine critically the social and cultural landscape that enables micro-celebrities to emerge.

scholarly journals Fan Engagement in 15 Seconds: Athletes’ Relationship Marketing During a Pandemic via TikTok

2020 ◽  
Vol 13 (3) ◽  
pp. 436-446
Author(s):  
Yiran Su ◽  
Bradley J. Baker ◽  
Jason P. Doyle ◽  
Meimei Yan
Keyword(s):  
Social Media ◽  
Relationship Marketing ◽  
Short Form ◽  
Video Sharing ◽  
Online Branding ◽  
Shared Content ◽  
Sport Industry ◽  
Social Media Platforms ◽  
Media Platform ◽  
Fan Engagement

As COVID-19 lockdowns force most sport leagues into hiatus, engaging fans has emerged as a key challenge confronting the sport industry. While navigating social distancing protocols, athletes are experimenting with new ways to connect with their fans. Alongside established social media platforms (e.g., Twitter, Facebook, and Instagram), TikTok, a short-form video-sharing platform, has gained prominence in terms of registered users and shared content. Yet, little is known about the utility of TikTok as an athlete branding tool. This study uses a netnographic approach to explore the use of TikTok among athletes (N = 10) during the COVID-19 pandemic. Findings reveal that athlete-generated TikTok videos are characterized as playful and authentic. While athletes are recent adopters of TikTok, this emerging social media platform can be profitably integrated into their online branding strategies. Communicating via TikTok presents opportunities for athletes to foster existing fan relationships, promote branded content, and appeal to new fan segments. Overall, athletes and sport practitioners can leverage these findings to create content for an audience that is attracted to novelty and the activities of athletes extending beyond game highlights or interviews.

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