Understanding sports fans' motivations by text mining #ChongWeiOurHero

• المؤلف الرئيسي: Goh, Sherwin Si Win
• مؤلفون آخرون: Kee Ying Hwa Adrian
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2017
• الموضوعات: DRNTU::Social sciences::Journalism::Reporting on sports
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/70292
• المؤسسة: Nanyang Technological University

Sports organisations must understand sports fans’ motivations behind their social media interactions to successfully harness it as a tool for relationship marketing. Few studies have directly analysed sports fans’ contributions on social media, and of these, most examined supporters’ contributions b...