Does Social Media Engagement Affect National Basketball Association Game Attendance?
Location
Taylor 405, Madison Union, JMU
Start Date
4-6-2019 9:00 AM
Description
This study investigates the relationship between social media engagement on Instagram, Facebook, and YouTube and attendance to home games during regular basketball seasons from 2013 to 2018. The number of posts made on each of the thirty National Basketball Association (NBA) teams’ respective social media accounts from April 15 to September 30 of the years before the upcoming basketball seasons were counted, reviewed, sorted into categories including team and player information, promotional posts, and miscellaneous posts, then compared to each teams’ home game attendance statistics for each season. Results indicated that social media engagement did not have a significant impact on basketball game attendance. The focus of this study is also to examine the effects of certain types of posts on game attendance. In summary, posts focusing on marketing had the largest impact on the National Basketball Association’s game attendance, though the impact is still not significant.
Presentation Type
Poster
Does Social Media Engagement Affect National Basketball Association Game Attendance?
Taylor 405, Madison Union, JMU
This study investigates the relationship between social media engagement on Instagram, Facebook, and YouTube and attendance to home games during regular basketball seasons from 2013 to 2018. The number of posts made on each of the thirty National Basketball Association (NBA) teams’ respective social media accounts from April 15 to September 30 of the years before the upcoming basketball seasons were counted, reviewed, sorted into categories including team and player information, promotional posts, and miscellaneous posts, then compared to each teams’ home game attendance statistics for each season. Results indicated that social media engagement did not have a significant impact on basketball game attendance. The focus of this study is also to examine the effects of certain types of posts on game attendance. In summary, posts focusing on marketing had the largest impact on the National Basketball Association’s game attendance, though the impact is still not significant.