Exploring how social media marketing affects NFL attendance and media consumption within fans.
Chloe DeBonta
College: College of Health Professions and Human Services
Major: BA.RECADSPTEVTMGT
Faculty Research Mentor: Salehi, Reza Fazli
Abstract:
Title: Exploring how social media marketing affects NFL attendance and media consumption within fans.Author: Chloe DeBontaAbstract:Certain social media marketing has been affecting the national football league's attendance and media consumption that fans exhibit. Previous studies have indicated all positive effects social media marketing has on media consumption, but the relationship remains unclear through attendance rates. This study explores the impact of social media marketing on the national football league's attendance and media consumption among fans.A total of 250 NFL fans participated in this research, completing a multiple-choice survey that evaluates their media engagement and fan behaviors. The survey measured how frequently they were exposed to NFL media content, the way they interacted (likes, comments, etc.), and what type of platform was used (Twitter, Instagram, etc.). In addition, the fans also reported the number of games they attended in a certain season and how frequently they streamed the games through TV. Furthermore, the influence of social media on viewing habits and attendance was also investigated.Media consumption and social media engagement indicated a positive relationship. The higher levels of games being viewed through streaming platforms were reported by fans who interacted with NFL social media content frequently. However, in person attendance and social media engagement showed a weaker relationship, demonstrating that even though social media increases media consumption, the translation into fan attendance does not correlate.The findings show that although media marketing is a great tool for amplifying media consumption for NFL fans, it does not influence fan attendance. The research study shows how important it is for the NFL to strategically market digitally and suggests that the NFL continues to improve its social media aspects to fully affect fan attendance.Keywords: Social Media, NFL, Media Engagement, Fan Attendance, Media Consumption, Sports Marketing, Media Marketing