Korean-popular Facebook fan page analytics in Thailand

The purpose of this study was to gather, analyze, and elaborate big data on Facebook’s essential information, with a specific focus on the information obtained from Korean-popular (K-Pop) fan pages on the social networking site. For this analysis, a total of 3,531,736 comments by Korean-pop fans were gathered from various K-pop Facebook pages. In order to interpret how 11 extremely popular Facebook pages shape Thai fans’ enthusiasm for the South Korean music industry, descriptive statistics and visualization analysis were employed. Finally, data analytics and correlation analysis were used to evaluate the essential understanding of the Facebook pages. The research revealed three key findings: i) K-pop fan pages provide more opportunities for Thai fans to express their support for K-pop artists and advocate for causes, ii) K-pop fan pages provide more opportunities for Thai fans to communicate with K-pop artists, and iii) K-pop fan pages build opportunities for Thai fans to establish a more glamorous online presence despite limitations concerning financial resources, foreign language skills, and opportunities. In the future, the research outcomes may be valuable for academic studies and practice

Who are Fans of Facebook Fan Pages? An Electronic Word-of-Mouth Communication Perspective

Given its great business value and popularity, Facebook fan pages have attracted more and more attention in both industry and academia. Fans of Facebook fan pages play an important role in electronic word-of-mouth (eWOM) communication. This study focused on the population of fans on Facebook fan pages and examined the differences between fans and non-fans in terms of demographics, social network sites (SNS) use, Internet use, and online shopping behaviors. The results indicated that fans used SNS more frequently than non-fans. Additionally, from the eWOM perspective, the researchers moderated product types in the model of people’s word-of-mouth (WOM) preferences and found that people had different preferences for eWOM and traditional WOM for different products. Traditional WOM is still the most important source of information for people when shopping online

The motivation drivers of the fan’s engagement on Facebook

학위논문(석사) -- 서울대학교대학원 : 사범대학 체육교육과,글로벌스포츠매니지먼트전공, 2022. 8. KIM, Kihan.Sports fans establish special and engaging relationships, both offline and online, with their favourite sports in general federation in particular. However, in relation to social media, research on the engagement of sports, fans are still limited. The aim of this study was to understand how the FIVB motivating their fans to engage on Facebook, also was to identify the FIVB Facebook content that drive the fans to interact on its official Facebook page “Volleyball World”. In addition to understand the potential relation between the Fan behavioural and the motivational drivers. Seven motives (Information, Entertainment, Personal identity, Integration and social interaction, Empowerment, Remuneration, and Brand-Love) and the social media fan engagement behavioural have been considered following the Uses and Gratifications approach. There were three elements of online engagement behaviours investigated (Consumption, Contribution, and Creation). Between October and November 2020, a web-based survey was done via Google Form online survey among volleyball fans of the International Volleyball Federation official page on Facebook, generating 310 responses. Consumption, contribution, and creation were primarily driven by Information, Empowerment and Brand love. This study adds to the emerging research in sports marketing literature on the use of social media, thereby revealing new ways for managers to reach their fan base online.스포츠 팬들은 그들이 좋아하는 스포츠와 관련하여, 특히 일반 연맹과 오프라인 및 온라인 모두에서 특별하고 매력적인 관계를 맺는다. 그러나, 소셜 미디어와 관련하여, 스포츠 참여에 대한 연구 및 팬에 대한 연구는 여전히 제한적이다. 이 연구의 목적은 팬 행동과 동기 부여 요인 간의 잠재적 관계를 이해하는 것 이외에도, FIVB가 어떻게 그들의 팬들이 페이스북에 참여하도록 동기를 부여하는지 이해하는 것이었고, 또한 공식 페이스북 페이지인 “Volleyball World”에서 팬들이 상호작용하도록 하는 FIVB 페이스 북 콘텐츠를 확인하는 것이었다. 7가지 동기(정보, 엔터테인먼트, 개인 정체성, 통합 및 사회적 상호 작용, 권한 부여, 보수, 브랜드-사랑)와 소셜 미디어 팬 참여 행동은 이용과 만족 접근법에 따라 고려되었다. 조사된 온라인 참여 행동에는 세 가지 요소(소비, 기여 및 창조)가 있었다. 2020년 10월부터 11월까지 국제배구연맹 공식 페이스북 페이지의 배구팬을 대상으로 구글 폼을 활용한 온라인 설문조사를 실시하였고, 310개의 응답을 얻었다. 소비, 기여 및 창조는 주로 정보, 권한 부여 및 브랜드 사랑에 의해 형성되었다. 이 연구는 소셜 미디어 사용에 대한 스포츠 마케팅 문헌의 최신 연구에 추가되어, 매니저들이 온라인으로 그들의 팬 층에 다가갈 수 있는 새로운 방법을 보여줄 것이다.Acknoweldgement iii Abstract v Table of Contents vii List of Tables ix List of Figures x Chapter 1. Introduction 1 1.1. Current Context 1 1.2. Research Significance 4 1.3. Research Hypothesis 5 Chapter 2. Review of Literature 7 2.1. Sport Governing Bodies' Use of Social Media 7 2.2. Antecedents of Engagement with Social Media 12 2.2.1. Uses and Gratifications of Sport Organizations' Social Media 12 2.2.2 COBRA typology and FIVB social media 24 2.2.3. Engagement with Social Media 27 2.2.4. Study Context: FIVB 34 2.2.5. Applying U&G on FIVB 40 Chapter 3. Methods 42 3.1. Sampling 44 3.2. Survey methods 45 3.3. Data type 45 3.4. Instruments (DV and IV) 46 3.5. Data analysis 46 3.6. Respondents' characteristics 47 3.7. Ethical considerations 47 Chapter 4. Results 49 4.1. Sample Description 50 4.2. Descriptive Statistics 51 4.3. Reliability Analysis 52 4.4. Hypotheses Testing 55 Chapter 5. Discussion 58 5.1. Discussion 58 5.2. Hypotheses Results 62 5.3. Conclusion 63 5.4. Limitation 67 5.5. Future Implications 68 Bibliograpgy 69 Appendix A 74 Appendix B 76 Appendix C 83 국 문 초 록 84석

Using social media to reach consumers of Alento : a content analysis of its official Facebook page

Traditionally, consumers spent time on the Internet purely to expend content: they read, watched, and used it to purchase products and services. However, nowadays consumers are using social media platforms to co-create, share, modify and discuss Internet content. This symbolises a “social media phenomenon” that can now influence a company’s sales, reputation and survival (Kietzmann et al., 2011, p. 241). According to one recent estimate, there are over 1.79 billion monthly active Facebook users (Facebook newsroom, 2016), with an increase of 16% year-over-year, giving Facebook the largest number of Social Networking Sites (SNS) users in the world. Therefore, Facebook has become a very popular form of social media for companies to promote their brands or products (Cheung & Leung, 2016). Nevertheless, many executives mismanage or ignore this social network because they do not understand its importance and how to engage with it (Kietzmann et al., 2011). The purpose of this thesis is to provide a solution for a problem raised by Alento. Alento is a human resources and consulting company that intended to understand how the company should engage with its official Facebook page. With this in mind, an internship program was created which would focus on the gathering of information to access and analyse the company’s presence on Facebook. Kietzmann et al. (2011) proposed seven functional building blocks of social media engagement with fans: identity, conversations, sharing, presence, relationships, reputation and groups. This paper aims to find out which of the functional blocks of social media engagement with fans are the most important for Alento’s Facebook fan page, in order to understand how the company should engage with it. We also tried to understand the effect of some demographic and social factors in the perception of the importance of the seven functional building blocks of Facebook engagement with fans. In order to understand it, we conducted a survey that was taken by 205 Alento Facebook fans. Results contradicted expectations; they showed that the most important functional building blocks for Alento’s Facebook fan page’s engagement with fans are “presence”, “identity” and “reputation”. Furthermore, there are some factors that influence the perception of the importance of each of the seven functional building blocks for Alento’s Facebook fan page’s engagement with fans. In parallel, we analysed the results of some Facebook Marketing strategies developed during the internship. After extensive analysis of the data collected, and with the organisation’s collaboration, a plan of action was defined. The aim of this plan was to implement structural changes in Alento’s Facebook Marketing strategies on a short to medium term basis

How the internet changed career: framing the relationship between career development and online technologies

This article examines the inter-relationship between the internet and career development. It asks three inter-linked questions: How does the internet reshape the context within which individuals pursue their career? What skills and knowledge do people need in order to pursue their careers effectively using the internet? How can careers workers use the internet as a medium for the delivery of career support? The article develops conceptual architecture for answering these questions and in particular highlights the importance of the concept of digital career literacy

Gaining S-T-E-A-M: A General Athletic Department Social Media Strategy

In the 10 years since the invention of Facebook, social media sites have become an indispensable part of the marketing and communications strategy employed by a broad spectrum of organizations, including university athletic departments. While social media is almost universally used, a review of academic literature suggests the study of deployment of social media resources, and analysis of their effectiveness, is still very much in preliminary stages. Professional literature on social media use is out in front of peer-reviewed research. Therefore, we use Funk’s framework for social media practices as a point of departure, offering a social media strategy specifically for university athletic departments, grounded in Social Marketing Theory. Using a case study of Old Dominion University, a mid-sized, U.S. college athletic department, the authors analyze the 40 social media pages run by the department in comparison to guidelines created from the Funk framework and the growing body of academic literature, conduct interviews with practitioners in the athletic department, and a focus group of fans. Using this data, the authors create a case study-based list of best practices, known by the acronym S-T-E-A-M, which could assist similar university athletic departments in their use of social media

Spartan Daily February 05, 2013

Volume 140, Issue 5https://scholarworks.sjsu.edu/spartandaily/1372/thumbnail.jp