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The relationship between team identity and sports media consumption
Dissertation (MBA)--University of Pretoria, 2012.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613674781278208 |
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| access_status_str | Open Access |
| author2 | Goldman, Michael |
| author_browse | Goldman, Michael |
| author_facet | Goldman, Michael |
| collection | Thesis |
| dc_rights_str_mv | © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/22825 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:39:54.561Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/22825 The relationship between team identity and sports media consumption Goldman, Michael ichelp@gibs.co.za Robins, Scott James UCTD Sports media consumption Psychological continuum model (pcm) Social media usage Dissertation (MBA)--University of Pretoria, 2012. With the emergence of new media platforms one wonders about the impact new media is having on sports fans’ media consumption patterns. Are traditional media platforms still having the same impact on the sports fan relationship, or has there been a shift across to new platforms? Looking through the lens of the Psychological Continuum Model (PCM) framework, we analyse the impact of team identification and sports fans’ media consumption patterns.Trying to gain an understanding across various sports and to reach as many fans as possible, the snowballing technique was deployed. Using quantitative data allowed us to establish emerging patterns through categorical data. This study used cross-sectional data, which allowed us to take a snapshot in time of what the current trend in fans’ sports media consumption was. 235 sports fans media consumption patterns were analysed using the PCM staging algorithm and a sports media consumption instrument.The results throughout this study reflect that new media is having an impact on team identity and sports fan media consumption. The findings suggests that fans that display higher levels of team identification on the PCM framework, i.e. attachment and allegiance to teams, are more likely to engage regularly on social media, especially Twitter. As such, marketers, sports teams and associations need to look at how they engage with social media broadly and Twitter in particular. Various constructs impact sports fans’ media consumption patterns and, as such, marketers, sports teams and organisations need to ensure that they maintain relevance with their targeted demographic to ensure the continued engagement with sports fans. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T13:48:37Z 2013-04-30 2013-09-06T13:48:37Z 2013-04-25 2012 2013-02-24 Dissertation Robins, SJ 2012, The relationship between team identity and sports media consumption, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/22825 > F13/4/257/zw http://hdl.handle.net/2263/22825 http://upetd.up.ac.za/thesis/available/etd-02242013-123211/ © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Sports media consumption Psychological continuum model (pcm) Social media usage The relationship between team identity and sports media consumption |
| title | The relationship between team identity and sports media consumption |
| title_full | The relationship between team identity and sports media consumption |
| title_fullStr | The relationship between team identity and sports media consumption |
| title_full_unstemmed | The relationship between team identity and sports media consumption |
| title_short | The relationship between team identity and sports media consumption |
| title_sort | relationship between team identity and sports media consumption |
| topic | UCTD Sports media consumption Psychological continuum model (pcm) Social media usage |
| url | http://hdl.handle.net/2263/22825 http://upetd.up.ac.za/thesis/available/etd-02242013-123211/ |