[논문]대학스포츠팀 SNS의 영향력 있는 사용자의 분석

김석규; 박재암; 스테판 W. 디트모어

doi:10.5762/kais.2015.16.2.1016

대학스포츠팀 SNS의 영향력 있는 사용자의 분석
Identifying Influential Users of College Sports Teams' Social Media Accounts 원문보기

한국산학기술학회논문지 = Journal of the Korea Academia-Industrial cooperation Society, v.16 no.2, 2015년, pp.1016 - 1025

김석규 (상명대학교 교양학부) , 박재암 (아칸소대학교 여가.스포츠과학과) , 스테판 W. 디트모어 (아칸소대학교 여가.스포츠과학과)

초록
AI-Helper

이 연구의 목적은 대학 스포츠팀의 SNS의 사용자를 분석하여 어떠한 사용자가 온라인상에서 정보공유와 전달에 있어서 영향력이 있는지를 규명하는 것에 있다. 이를 위하여 영향력 있는 사용자는 대학의 공식 계정, 미디어 계정, 비전문가 일반인 계정으로 구분되었다. 이를 위해 NCAA Division 1에 속해있는 대학교들을 대상으로, 편의표본추출법을 이용하여 총 14개의 공식 트위터 계정이 선정되었다. 분석결과, 남자 스포츠에서는 비전문가 일반인 계정이 영향력 있는 사용자 중 가장 높은 비율을 차지하였으며, 미디어계정과 대학공식 계정이 뒤를 이었다. 여자 스포츠에서는 비전문가 일반인 계정이 영향력 있는 사용자 중에 가장 높은 비율을 차지하였으며, 대학의 공식계정과 미디어계정이 뒤를 이었다. 이 연구의 결과는 스포츠시장에서 점차 중요도가 높아지고 있는 SNS를 활용한 다양한 마케팅 전략과 후속연구를 위한 기초자료를 제공한다.

Abstract ▼ AI-Helper

This study tried to identify the influential users of college sports teams' Twitter accounts and categorize them into three groups including an official account, media account, and layperson account. A total of 14 Twitter accounts at NCAA Division 1 universities were selected through convenience sampling method. In men's sports, the greatest number of influential users was layperson account followed by media account and official account. In women's sports, the greatest number of influential users was layperson account followed by official account and media account. The results provided the insight of college sports online social network and will expand the growing literature on social media in sport and offer practical data for marketers to use social media more effectively.

주제어

AI 본문요약
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문제 정의

In terms of practical implication, the marketers of college sports could establish more effective marketing and public relations strategy through a more targeted use of Twitter. This study provided evidence of influential users by sport and team gender. Influential users refers to individuals who have greater numbers of followers.

제안 방법

First, this study tried to identify the influential users of college sports teams’ social media.
Results of this study provide insight into a college sports online social network that will expand the growing literature on social media in sport and offer practical data for marketers to use social media more effectively. In addition, this study will widen the research methods of sport research field, in particular, by introducing online social network analysis.
Second, current study tried to categorize influential users into three groups including teams’ official account, media account, and layperson account.
The first limitation of this study was the limited categories of account type. The current study used only three groups including layperson account, media accounts, and official accounts.
The purpose of this study was to identify the influential users of college sports teams’ social media accounts and categorize them into three groups including official account, media account, and layperson account.
A total of 139 users were identified and analyzed from teams’ Twitter accounts. The researchers analyzed the re-tweet, which is similar function to forwarding in email, pattern to see the interaction between users. They found that only 21.
This study tried to identify the influential users of a single college sports teams’ Twitter accounts and categorize them into three groups.

대상 데이터

A total of 139 users were identified and analyzed from teams’ Twitter accounts.

성능/효과

First, descriptive statistics indicated that the total number of followers from men’s sports was greater than women’s sports.
These users could be mobilized to connect the men’s and women’s sport teams Twitter accounts. Results of this study provide insight into a college sports online social network that will expand the growing literature on social media in sport and offer practical data for marketers to use social media more effectively. In addition, this study will widen the research methods of sport research field, in particular, by introducing online social network analysis.

후속연구

In conclusion, this study was a first attempt to analyze the college sports teams’ Twitter accounts in the context of influential users since influential users play a vital role in various marketing areas with information diffusion.
In addition, this study did not analyze what messages are exchanged or posted by influential users. Thus, further research should analyze the Twitter messages generated by influential users. It will provide more valuable data for both markers and researchers.

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저자의 다른 논문 :

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용어 설명 출처 목록 (6)

용어 설명: PCR은 세균 특이성이 있는 primer를 이용하여 적은 수의 세균이 있을지라도 쉽게 검출할 수 있는 유용한 방법이며, 이를 이용하여 구강 내 치면세균막이나 타액에서 직접 세균을 검출할 수 있게 되었다[8].

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