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To post or not to post: social media sharing and sporting event performance
Author(s) -
PradoGascó Vicente,
Calabuig Moreno Ferran,
Añó Sanz Vicente,
NúñezPomar Juan,
Crespo Hervás Josep
Publication year - 2017
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21038
Subject(s) - psychology , event (particle physics) , social network (sociolinguistics) , social media , context (archaeology) , social psychology , set (abstract data type) , word of mouth , applied psychology , advertising , computer science , world wide web , paleontology , physics , quantum mechanics , biology , business , programming language
Abstract Social networks are becoming increasingly important for consumers, especially in the context of sport, where the service experience is highly intense. Few studies have combined subjective event performance variables and social network variables to analyze social network content sharing by sports practitioners. This article investigates the use of social networks in relation to sporting events. An empirical study examined the role of social network variables and sporting event performance variables in social media use. The sample consisted of 410 triathletes (72.2% male) aged between 18 and 66 years (mean 37.03 ± 8.62). Four analyses were performed using fuzzy‐set qualitative comparative analysis to examine the causes of sharing comments through social media, sharing photos and videos on social media, participant satisfaction, and word‐of‐mouth (WOM). The event's general image was a necessary condition in all cases. The combination of participants’ satisfaction and positive event image and the combination of social network use and positive event image lead to social network content sharing by athletes. The combination of positive event image and participant satisfaction leads to a positive WOM.