한국산학기술학회논문지 (Journal of the Korea Academia-Industrial cooperation Society)

  • 제16권2호
  • /
  • Pages.1016-1025
  • /
  • 2015
  • /
  • 1975-4701(pISSN)
  • /
  • 2288-4688(eISSN)
한국산학기술학회 (The Korea Academia-Industrial cooperation Society)
권호 표지
DOI QR코드

DOI QR Code

대학스포츠팀 SNS의 영향력 있는 사용자의 분석

Identifying Influential Users of College Sports Teams' Social Media Accounts

  • Kim, Suk-Kyu (College of General Studies, Sangmyung University) ;
  • Park, Jae-Ahm (Department of Health, Human Performance and Recreation, University of Arkansas) ;
  • Dittmore, Stephen W. (Department of Health, Human Performance and Recreation, University of Arkansas)
  • 투고 : 2014.09.29
  • 심사 : 2015.02.12
  • 발행 : 2015.02.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

이 연구의 목적은 대학 스포츠팀의 SNS의 사용자를 분석하여 어떠한 사용자가 온라인상에서 정보공유와 전달에 있어서 영향력이 있는지를 규명하는 것에 있다. 이를 위하여 영향력 있는 사용자는 대학의 공식 계정, 미디어 계정, 비전문가 일반인 계정으로 구분되었다. 이를 위해 NCAA Division 1에 속해있는 대학교들을 대상으로, 편의표본추출법을 이용하여 총 14개의 공식 트위터 계정이 선정되었다. 분석결과, 남자 스포츠에서는 비전문가 일반인 계정이 영향력 있는 사용자 중 가장 높은 비율을 차지하였으며, 미디어계정과 대학공식 계정이 뒤를 이었다. 여자 스포츠에서는 비전문가 일반인 계정이 영향력 있는 사용자 중에 가장 높은 비율을 차지하였으며, 대학의 공식계정과 미디어계정이 뒤를 이었다. 이 연구의 결과는 스포츠시장에서 점차 중요도가 높아지고 있는 SNS를 활용한 다양한 마케팅 전략과 후속연구를 위한 기초자료를 제공한다.

This study tried to identify the influential users of college sports teams' Twitter accounts and categorize them into three groups including an official account, media account, and layperson account. A total of 14 Twitter accounts at NCAA Division 1 universities were selected through convenience sampling method. In men's sports, the greatest number of influential users was layperson account followed by media account and official account. In women's sports, the greatest number of influential users was layperson account followed by official account and media account. The results provided the insight of college sports online social network and will expand the growing literature on social media in sport and offer practical data for marketers to use social media more effectively.

키워드

참고문헌

  1. A. M. Kaplan, M. Haenlein, "Users of the world, unite! The challenges and opportunities of social media", Business horizons, Vol.53, No.1, pp.59-68, 2010. DOI: http://dx.doi.org/10.1016/j.bushor.2009.09.003
  2. J. Kim, C. Leem, B. Kim, Y. Cheon, "Evolution of online social networks: A conceptual framework", Asian Social Science, Vol.9, No.4, pp.208-220, 2013. DOI: http://dx.doi.org/10.1016/j.bushor.2009.09.003
  3. J. Brenner, A. Smith, "72% of online adults are social networking site users", Retrieved From: http://pewinternet.org/Reports/2013/social-networking-sites.aspx (accessed June, 16, 2014)
  4. J. Glenday, "Twitter bird flying high as site becomes world's fastest growing social network", The Drum, Retrieved From: http://www.thedrum.com/news/2013/01/31/twitter-bird-flying-high-it-becomes-world-s-fastest-growing-social-network (accessed June, 14, 2014)
  5. D. Zhao, M. B. Rosson, "How and why people Twitter: The role that micro-blogging plays in informal communication at work", Paper presented at the ACM 2009 International conference on supporting group work. Sanibel Island, FL, May, 2009. DOI: http://dx.doi.org/10.1145/1531674.1531710
  6. M. E. Hambrick, J. Sanderson, "Gaining primacy in the digital network: Using social network analysis to examine sports journalists' coverage of the Penn State football scandal via Twitter", Journal of Sports Media, Vol.8, No.1, pp.1-18, 2013. DOI: http://dx.doi.org/10.1353/jsm.2013.0003
  7. J. W. Kassing, J. Sanderson, "Fan-athlete interaction and Twitter tweeting through the Giro: A case study", International Journal of Sport Communication, Vol.3, No.1, pp.113-128, 2010. https://doi.org/10.1123/ijsc.3.1.113
  8. G. Cromwell, "Armstrong's tweet tums out more than 1,000 riders for a jaunt around Dublin", Velo News, Retrieved From: http://velonews.com/article/97144/armstrong-s-tweet-tums-out-more-than-1000-riders-(accessed June, 5, 2014)
  9. M. E. Hambrick, T. Q. Mahoney, "It's incredible-trust me: Exploring the role of celebrity athletes as marketers in online social networks", International Journal of Sport Management and Marketing, Vol.10, No.3, pp.161-179, 2010. DOI: http://dx.doi.org/10.1504/IJSMM.2011.04479
  10. M. E. Hambrick, J. M. Simmons, G. P. Greenhalgh, T. C. Greenwell, "Understanding professional athletes' use of Twitter: A content analysis of athlete tweets", International Journal of Sport Communication, Vol.3, No.4, pp.454-471, 2010. https://doi.org/10.1123/ijsc.3.4.454
  11. C. Huston, "NCAA rules committee bans hash tags, URLs from football fields", CBS Sports, Retrieved From: http://www.cbssports.com/collegefootball/eye-oncollege-football/22172774/ncaa-rules-committee-bans-hash-tags-urls-from-football-fields (accessed May, 2, 2014)
  12. R. Kuznia, "College basketball Twitter coach rankings: Big 12's best is Bob Huggins", Sporting News, Retrieved From: http://www.sportingnews.com/ncaabasketball/story/2013-08-19/college-basketball-twitter-coach-rankings-big-12-2013-bob-huggins-bill-self (accessed June, 25, 2014)
  13. S. Laird, "How Twitter talked about the Olympics [Infographic]", Retrieved From: http://mashable.com/2012/08/09/twitter-olympics-infographic/ (accessed July, 3, 2014)
  14. NASCAR, "NASCAR, Twitter partner to give fans inside look", NASCAR, Retrieved From: http://www.nascar.com/en_us/news-media/articles/2012/05/18/nascar-twitter-partnership-complementary-live-event.html (accessed July, 3, 2014)
  15. S. Ovide, "Twitter embraces Olympics to train for the big time", The Wall Street Journal, Retrieved From http://online.wsj.com/article/SB10000872396390444025204577543313839816248.html (accessed July, 13, 2014)
  16. M. Walsh, "MLB, BlackBerry host Twitter 'Takeover'", Media Post, Retrieved From: http://www.mediapost.com/publications/article/200026/mlb-blackberry-host-twitter-takeover.html#axzz2di3YPx8x (accessed July, 14, 2014)
  17. M. E. Hambrick, "Six degrees of information: using social network analysis to explore the spread of information within sport social networks", International Journal of Sport Communication, Vol.5, No.1, pp.16-34, 2012. https://doi.org/10.1123/ijsc.5.1.16
  18. J. Park, S. W. Dittmore, "Online social network analysis among US Olympic committee, national governing body, and athletes: Focusing on the official Twitter", International Journal of Human Movement Science, Vol.7, No.2, pp.29-41, 2013.
  19. G. Clavio, L. M. Burch, E. L. Frederick, J. Sanderson, "Networked fandom: Applying systems theory to sport Twitter analysis", International Journal of Sport Communication, Vol.5, No.4, pp.522-538, 2012. https://doi.org/10.1123/ijsc.5.4.522
  20. D. Hansen, B. Shneiderman, M. A. Smith, "Analyzing social media networks with NodeXL: Insights from a connected world", Burlington, MA: Morgan Kaufmann, 2010.
  21. L. Wallace, J. Wilson, K. Miloch, "Sporting Facebook: A content analysis of NCAA organizational sport pages and Big 12 conference athletic department pages", International Journal of Sport Communication, Vol.4, No.4, pp.422-444, 2011. https://doi.org/10.1123/ijsc.4.4.422
  22. J. C. Mitchell, "Social networks in urban situations: Analyses of personal relationships in Central African towns" Manchester: Manchester University Press, 1969.
  23. N. M. Tichy, M. L. Tushman, C. Fombrun, "Social network analysis for organizations", Academy of management review, Vol.4, No.4, pp.507-519, 1979. DOI: http://dx.doi.org/10.2307/257851
  24. M. E. Newman, "A measure of betweenness centrality based on random walks", Social Networks, Vol.27, No.1, pp.39-54, 2005. DOI: http://dx.doi.org/10.1016/j.socnet.2004.11.009
  25. E. Costenbader, T. W. Valente, "The stability of centrality measures when networks are sampled", Social networks, Vol.25, No.4, pp.283-307, 2003. DOI: http://dx.doi.org/10.1016/S0378-8733(03)00012-1
  26. J. Sanderson, M. E. Hambrick, "Covering the scandal in 140 characters: A case study of Twitter's role in coverage of the Penn State saga", International Journal of Sport Communication, Vol.5, No.3, pp.481-501, 2012. https://doi.org/10.1123/ijsc.5.4.481
  27. A. Pegoraro, "Look who's talking-athletes on Twitter: A case study", International Journal of Sport Communication, Vol.3, No.4, pp.501-514, 2010. https://doi.org/10.1123/ijsc.3.4.501
  28. T. Kidder, "Soul of a new machine", NY: Avon, 1982.
  29. D. Riffe, S. Lacy, F. Fico, "Analyzing media messages: Quantitative content analysis", NJ: Lawrence Erlbaum Associates, 1998.
  30. J. S. Fink, G. T. Trail, D. F. Anderson, "Environmental factors associated with spectator attendance and sport consumption behavior: Gender and team differences", Sport Marketing Quarterly, Vol.11, No.1, pp.8-19, 2002.
  31. T. Neuthal, S. Center, "Twitter as a Platform for an Israeli community of information science professionals", Issues in Informing Science & Information Technology, Vol.9, pp.177-186, 2012. https://doi.org/10.28945/1613
  32. T. Furukawa, M. Ishizuka, Y. Matsuo, I. Ohmukai, K. Uchiyama, "Analyzing reading behavior by blog mining", Paper presented at the Association for the Advancement of Artificial Intelligence Conference, Vancouver, British Columbia, 2007.
  33. G. Clavio, T. M. Kian, "Uses and gratifications of a retired female athlete's Twitter followers", International Journal of Sport Communication, Vol.3, No.4, pp.485-500, 2010. https://doi.org/10.1123/ijsc.3.4.485
  34. M. Blaszka, L. M. Burch, E. L. Frederick, G. Clavio, P. Walsh, "#WorldSeries: An empirical examination of a Twitter hashtag during a major sporting event", International Journal of Sport Communication, Vol.5, pp.435-453, 2012. https://doi.org/10.1123/ijsc.5.4.435
  35. M. L. Sheffer, B. Schultz, "Paradigm shift or passing fad? Twitter and sports journalism", International Journal of Sport Communication, Vol.3, No.4. pp.472-484, 2010. https://doi.org/10.1123/ijsc.3.4.472
  36. D. C. Funk, J. James, "The psychological continuum model: A conceptual framework for understanding an individual's psychological connection to sport", Sport Management Review, Vol.4, No.2, pp.119-150, 2001. DOI: http://dx.doi.org/10.1016/S1441-3523(01)70072-1
  37. H. Tajfel, "Social psychology of intergroup relations", Annual review of psychology, Vol.33, No.1, 1-39, 1982. DOI: http://dx.doi.org/10.1146/annurev.ps.33.020182.000245
  38. L. R. Smith, K. D. Smith, J. Sanderson, "Identity in Twitter's hashtag culture: A sport-media- consumption case study", International Journal of Sport Communication, Vol.5, No.4, pp.539-557, 2012. https://doi.org/10.1123/ijsc.5.4.539