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Facebook Usage and Sports Team Identification: Direct Marketing Implications

This study explores the relationship between sports fans' usage of team Facebook pages and their level of team identification, as well as the impact on purchasing behavior. The findings suggest that fans who are more active on team Facebook pages have higher levels of team identification, which in turn leads to increased purchasing of team products. This has significant implications for direct marketing strategies.

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Facebook Usage and Sports Team Identification: Direct Marketing Implications

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  1. Facebook usage and sports team identification: Direct marketing implications By Caitlin Moyer, MKE Brewers Jim Pokrywczynski, Marquette Robert Griffin, Marquette

  2. Intro • Fbook almost 850 WW • 40% team Fbook followers are bigger fans • Fbook & Twitter users buy tix earlier, spend more • 78% team Fbook “like” a brand linked on site

  3. Intro Facebook early season Facebook mid-season

  4. Key variables & theoretical bases • Team identification: Wann (2006) • Social identity: Tajfel & Turner (1979) • Motivation to purchase: Azjen (1991)

  5. Res Qs/Hypotheses • RQ #1: What are the relationships of intended and past use of the team Facebook page with team ID. • RQ #2: What are the relationships of RQ#1 with purchasing behavior of team products? • H1: + correlation between intent to visit the team’s Facebook page and levels of team identification. • H2: Fans connected with a team via Facebook will have higher levels of team ID than fans not connected. • H3: Fans more active (past) on team Facebook (e.g., those who have previously spent more time on the page, those who have higher levels of previous engagement) will have higher levels of team ID than those less active.

  6. Method • Brewer fan e-mail list • Probability sample of 3,000 • 571 respondents (19%); 179 (31%) visit team Fbook • 10-minute online survey • Measures: Team ID, Team Fbook usage (frequency (past & future), level of engagement), team communication about Fbook& purchases (tix, merchandise)

  7. Conclusions • Team ID related to team social media activity • Facebook frequency and involvement • Team ID related to purchase activity • Game attendance & Merchandise purchase • Team ID+ Social media usage$$$ • $$$ for team and sponsor brands (links)

  8. Implications Theoretical: • Wann’s team ID has explanatory power regarding social media’s role Practical: • Social media engagement has revenue implications. • Social media engagement may smooth ebbs and flows linked to team performance.

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