Social media has become a regular direct marketing component for sports teams. This study explores the link between team identification and use of a professional sports team’s social-media channels. Questions to answer include, Does social media impact identification fans have with a team or vice versa? What does the amount of social-media use do to impact the relationship? Does this activity lead to increased sales of tickets and merchandise? Data collected by an Internet survey of fans of a professional baseball team show a positive relationship between team identification and use of the team’s Facebook page as well as to team related purchases. Implications for theorists understanding the role of social media in branding as well as implications for sports marketing are discussed.


Additional Information

Print ISSN
pp. 31-49
Launched on MUSE
Open Access
Back To Top

This website uses cookies to ensure you get the best experience on our website. Without cookies your experience may not be seamless.