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

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  • Ricard W. Jensen
  • Yam B. Limbu

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.

Suggested Citation

  • Ricard W. Jensen & Yam B. Limbu, 2016. "Spectators¡¯ Awareness, Attitudes and Behaviors towards a Stadium¡¯s Social Media Campaign," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(4), pages 44-51, August.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:4:p:44-51
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    References listed on IDEAS

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    2. Brown, Steven P & Stayman, Douglas M, 1992. "Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 34-51, June.
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    More about this item

    Keywords

    social media marketing; sports marketing; awareness; Facebook; Twitter; Instagram;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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