Measuring the effectiveness of tweeted contents for local professional sports franchises

John Massengale Papers

Abstract

Social media has become an effective marketing communication tool in business (Dodds, P. S., Harris, K. D., K. I. M., Bliss, C. A., & Danforth, C. M., 2011). Social media marketing provides information on how to use social media tools and platforms to create and foster communities and relationships. Understanding what tools are available and how to use them effectively is key to success in social media marketing. Businesses also need to understand how they can reach out to their customers and, more importantly, why they need to reach out to their customers. The main purpose of this current study is two fold: 1) To develop a formula to measure the effectiveness of tweeted contents for local professional sports franchises, and 2) To develop a new instrumental scale to measure the perceived satisfaction of tweeted contents.  College students in a sport management class at a college in the Northwestern United States were recruited to participate in this study. During a class session focused on Technology in Sport students were informed about the general purpose of the study and asked to complete the Perceived Satisfaction of Twitter Contents (PSTC) and demographics questionnaires. Analysis of Variance (ANOVA) was utilized to test if PSTC level differed by 3 Spokane-based sports franchises. The results found a significant difference on PSTC level by teams, F(2, 55) = 3.88, p=.027. In order to find out where the difference occurred, a Post-Hoc test (Tukey) was conducted. It found that PSTC level for Spokane Chiefs (M = 17.95, SD = 2.06) was significantly higher than that of Spokane Indians (M = 16.10, SD = 2.20) with p = .02. No other differences were found.