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Users motivational drives to engage with athletes on social media
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title: Users motivational drives to engage with athletes on social media

Authors: Victor Videgren, Alexander Jost Auf Der Stroth, Jean-Paul Mathieu

Supervisor: Viktor Magnusson

Examiner: Åsa Devine

Background: With social media becoming a more and more prominent tool of communication within sports marketing, athletes stand to gain much by implementing it in their branding and marketing efforts. However, existing literature on the matter inclined that further research in which the perspective of the user was taken, thus advancing the understanding of user engagement motivation toward these athletes on social media networks. This study adapted the Uses and Gratifications theory in which six motivational categories had been summarized, these being: Informational, Entertainment, Remunerative, Social, Communicative and Convenience.

Purpose: The purpose of this study is to describe what motivates users to engage with athletes on social media.

Methodology: This work has incorporated a qualitative approach sided with a descriptive purpose. The empirical findings were collected through semi- structured interviews. Furthermore, these findings are coded and analysed by taking inspiration from grounded theory.

Analysis: The empirical data was discussed within six motivational categories and was used to describe existing theory. Through the process of analysis, patterns of motivational theories interrelating with each other emerged. These being, a common interest which led users to engage with athletes, honesty and transparency which is what users saw and appreciated in the athlete and finally, the building of relationship which was what created from the engagement with athletes on social media.

Conclusion: Through the analysis of the motivational drives patterns were discovered regarding users’ motivations to engage with athletes. The three patterns discovered interrelate with each other and are interpreted to be the typical motivation of a user to engage with an athlete on social media. The motivational patterns are “common interests with athlete”, second being the “transparency of athletes” and third “building a relationship”

Keywords: Athlete branding, Social media, Uses and Gratification theory, Motivation, Engagement, Marketing, Grounded theory

Place, publisher, year, edition, pages
2018. , p. 75
Keywords [en]
Athlete branding, Social media, Uses and Gratification theory, Motivation, Engagement, Marketing, Grounded theory
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-75969OAI: oai:DiVA.org:lnu-75969DiVA, id: diva2:1219098
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Presentation
2018-05-29, Tegner, Växjö, 14:00 (English)
Supervisors
Examiners
Available from: 2018-06-15 Created: 2018-06-15 Last updated: 2018-06-15Bibliographically approved

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