Factors Affecting Social Media During Sports Events
In a recent study, CSMRE faculty affiliate Hyun-Woo Lee and colleagues factors that affected people’s social media behavior during major sporting events. Specifically, they examined Twitter followers of teams that were participating in the men’s college basketball tournament. They found that fans’ social media behaviors differed during the tournament, relative to the regular season. They varied still more as the team advanced in the tournament. The tournament can help spark new interest in a team among people who might not have followed them otherwise. Thus, social media managers can tap into this new interest in their communications.
Kim, S., Cho, H., Newell, E. M., & Lee, H. W. (2021). Who Won the Social Media March Madness Bracket? Demand Shifters for Twitter Followers. Telematics and Informatics, 101706. https://doi.org/10.1016/j.tele.2021.101706