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社交媒体已成为职业体育组织沟通受众的重要工具。通过对NBA和CBA官方微博发布的1335条微博进行内容分析,本研究探索了信息类型与受众互动的关系,并比较了NBA和CBA的社交媒体运营策略。研究发现,信息的明星性和娱乐性能显著提升受众的互动意愿,直观呈现核心内容能带来更好的受众互动效果,赛事相关的线上社区活动能够促进受众互动。在此基础上,本研究建议CBA官方微博提升球员在微博信息中的比重,注重塑造本土球星,全方位提升信息的娱乐性,加强与各俱乐部间的微博互动。
Social media has become an important tool for professional sports organizations to communicate with their audience. By analyzing the content of 1335 Weibo published by NBA and CBA official microblogging, this study explored the relationship between the type of information and audience interaction, and compared NBA and CBA’s social media strategy. The study found that the informational celebrity and entertainment performance significantly enhance the audience’s willingness to interact, visual presentation of the core content can lead to better interaction between audiences, and event-related online community activities can promote interaction between audiences. On this basis, this study suggests that CBA official microblogging should improve the proportion of players in Weibo information, focus on shaping local players, enhance entertaining of information in all aspects and strengthen interaction with microblogs among clubs.