A DIGITALIZATION OF SPORTS FAN’S EXPERIENCE: A CASE STUDY OF THE WNBA

The external shock of COVID-19 forced many professional sport organizations to cancel live sporting events, requiring sport organizations to engage consumers primarily through social media. This research uses the Sports Experience Design (SX) framework to explore how social media influenced the WNBA fan experiences in the 2020 season. In addition, principles of a relationship marketing approach were integrated into the SX to guide this investigation. To understand how the WNBA’s social media content fits into the SX framework the research examined engagement rates and how that impacts the user’s experience and organization’s strategy and off-season opportunities for the organization or players to remain relevant to their consumer base.

Grantor dc:publisher

Temple University. Libraries

Year dc:date.issued

2022

Author dc:creator

• Nelson, Katherine

Advisor dc:contributor.advisor

• Funk, Daniel

Committee members dc:contributor.committeemember

• Sveinson, Katie
• Taylor, Elizabeth A.
• Andersson, Lynne Mary

• Sports management
• Basketball
• Digital sports marketing
• Fan engagement
• Social media
• WNBA

Statement dc:rights

• IN COPYRIGHT- This Rights Statement can be used for an Item that is in copyright. Using this statement implies that the organization making this Item available has determined that the Item is in copyright and either is the rights-holder, has obtained permission from the rights-holder(s) to make their Work(s) available, or makes the Item available under an exception or limitation to copyright (including Fair Use) that entitles it to make the Item available.

Licence dc:rights.uri

• http://rightsstatements.org/vocab/InC/1.0/

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/20.500.12613/8689

OAI identifier oai:identifier

oai:scholarshare.temple.edu:20.500.12613/8689