運動迷與運動組織應用社群媒體之趨勢

Trends in Sports Fans and Sports Organizations Using Social Media

10.6162/SRR.202306_(164).0002

程昱瑋(Yu-Wei Cheng)；林怡秀(Yi-Hsiu Lin)

運動行銷 ； 社群行銷 ； 賽事直播 ； 用戶生成內容 ； 彈幕 ； sports marketing ； social media marketing ； live streaming ； user-generated content ； bullet screen

大專體育

164期（2023 / 06 / 01）

13 - 24

繁體中文;英文

社群媒體是運動組織與運動迷互動的重要工具，不論是賽事直播、行銷活動或商品銷售，都與社群媒體息息相關。而近年來臺灣職業籃球蓬勃發展，各球團之行銷團隊也使用社群媒體與球迷互動，將球隊的品牌形象、理念與價值深植球迷心中。因此，本文目的是分析目前運動組織在運動行銷、賽事直播與策略管理方面應用社群媒體之趨勢，以提供運動組織作為擬定社群經營策略之參考。透過文獻回顧的方式，以運動組織、社群媒體、賽事直播等關鍵詞，搜尋2018～2023年運動組織應用社群媒體之文獻，並進行歸納整理。本文結語認為：運動組織經營社群媒體傾向與運動迷互動，透過線上活動促進運動迷發布用戶生成內容，分享球隊相關內容；運動賽事直播也利用彈幕、即時聊天室等功能強化用戶體驗，與運動迷建立更深的連結。而運動組織在拓展國際市場與應對疫情衝擊時，善用社群媒體可獲得良好成效，將危機化為轉機。

Social media is an important tool enabling sports organizations to interact with sports fans in areas such as live streaming, marketing activities, and merchandising. In recent years, Taiwan's professional basketball league has flourished, and the marketing staff of each team have also used social media to build a deep connection between the team's brand image, philosophy and value, and the hearts of its fans. Therefore, the purpose of this article is to analyze the current trend of sports organizations using social media in sports marketing, live streaming, and strategic management, so as to provide a reference for formulating community management strategies. To conduct a literature review, research on sports organizations using social media from 2018 to 2023 was searched and summarized using keywords such as sports organizations, social media, and live streaming. We conclude that sports organizations operating social media tend to interact with sports fans, encouraging them to publish user-generated content and share team-related content through online activities. Live sports events also use bullet screen comments, real-time chat rooms, and other functions to enhance user experience and build deeper connections with sports fans. Sports organizations seeking to expand their international markets and respond to the impact of the pandemic can make good use of social media to achieve good results and transform the crisis into a positive turning point.

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