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2016 | OriginalPaper | Buchkapitel

Co-creation of Value Through Virtual Sports Communities

verfasst von : Nick Hajli

Erschienen in: Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

Verlag: Springer International Publishing

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Abstract

This research analyzes the opportunities that sport organizations can generate by co-creation of value through social media. After examining two virtual sporting communities, a content analysis of posts in this community provides valuable information about sports brand communities. The results of content analysis show that virtual communities offer online social support and enriched relationship quality to their clubs. These findings create a picture of how virtual communities can support co-creation of value for sport organizations. The primary contribution of the present research lies in exploring the relationship perspective in sport clubs and the key role of online social support through social media and virtual communities. The research found that online social support attracts fans to the community and through social media encourages them to participate, which in turn produces value for the club and for the fans. This offers a new theoretical foundation for investigating co-creation of value in sport management.

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Vorheriges Kapitel Co-creation in the Sport Media Network: Attention Creating and Attention Destruction Interdependencies Between Live and Media Advertisements

Nächstes Kapitel Fan Experience in Spectator Sports and the Feeling of Social Connectedness

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Titel: Co-creation of Value Through Virtual Sports Communities
verfasst von: Nick Hajli
Verlag: Springer International Publishing
Buch: Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?
Print ISBN: 978-3-319-26646-6

Electronic ISBN: 978-3-319-26647-3

Copyright-Jahr: 2016
DOI: https://doi.org/10.1007/978-3-319-26647-3_194