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An Analysis of Broadcasting Media Using Social Media Engagement in the WNBA
Ann Pegoraro1, Heather Kennedy1, Nola Agha2
1Gordon S. Lang School of Business and Economics, University of Guelph, Guelph, ON, Canada.
Frontiers in Sports and Active Living
|May 31, 2021
Summary
This study found that while athlete and team performance boost social media engagement for Women's National Basketball Association (WNBA) teams, certain broadcast platforms like League Pass and local TV correlate with lower engagement, indicating a need for optimized online strategies.
Area of Science:
- Sports Management
- Media Studies
- Digital Engagement
Background:
- Limited research exists on how broadcasting media impacts social sport consumption.
- Sport leagues increasingly utilize diverse media platforms to distribute content to fans.
Purpose of the Study:
- To examine the influence of various broadcast platforms on game-day engagement with Women's National Basketball Association (WNBA) team Twitter accounts.
- To understand how different media distribution channels affect fan interaction with professional basketball content.
Main Methods:
- Analysis of WNBA team Twitter data from the 2016-2018 seasons.
- Statistical examination of the relationship between broadcast platform usage and social media engagement metrics.
Main Results:
- Positive association found between athlete/team quality and performance with social media post engagement.
- Broadcasting via League Pass or local TV (for home teams) and Twitter engagement showed a negative correlation.
- Findings suggest the WNBA may be cultivating a star-driven culture.
Conclusions:
- High-quality sport product and star athletes are key drivers of fan engagement on social media.
- Current broadcasting strategies on platforms like League Pass, local TV, and Twitter may not be maximizing online fan engagement.
- Further research is needed to develop effective strategies for enhancing digital interaction in sports broadcasting.
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