Promotions through social media-MLB.pdf (367.72 kB)
Effective promotions through social media: A case of Major League Baseball teams
journal contribution
posted on 2017-11-17, 14:18 authored by Jun Woo Kim, Jongchu Park, Do Young PyunDo Young PyunThis study examined if the impacts of Facebook promotions on fan engagement were moderated by team performance in the Major League Baseball. Two teams showing the opposite results in the 2015 seasons were selected. Likes, Shares, and Comments were measured as indicators of fan engagement. All posts were categorised in the five promotion types. A two-way MANOVA was carried out to see if there were any differences in Facebook Likes, Shares, and Comments for differing promotion types and team performance. The results revealed that there were statistically significant interaction effects between promotion types and team performance on Likes and Shares. For player/personnel promotion and team information, the numbers of Likes and Shares were significantly higher than the other promotion types for both teams. For Likes and Shares by the two significant promotion types, Royals had significantly higher mean scores than did Phillies.
History
School
- Sport, Exercise and Health Sciences
Published in
Asian Journal of Physical Education and Sport ScienceVolume
5Issue
2Pages
1 - 11Citation
KIM, J.W., PARK, J. and PYUN, D.Y., 2017. Effective promotions through social media: A case of Major League Baseball teams. Asian Journal of Physical Education and Sport Science, 5 (2), pp. 1-11.Publisher
© PELAB-CAU (Chung-Ang University PE Lab)Version
- VoR (Version of Record)
Publisher statement
This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/Acceptance date
2017-08-22Publication date
2017Notes
This paper appears here with the permission of the publisher.ISSN
1598-5679Publisher version
Language
- en