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“Gateway to the Sideline”: Brand Communication on Social Media at Large-Scale Sporting Events

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“Gateway to the Sideline”: Brand Communication on Social Media at Large-Scale Sporting Events “GATEWAY TO THE SIDELINE”: BRAND COMMUNICATION ON SOCIAL MEDIA AT LARGE-SCALE SPORTING EVENTS Portia Vann Bachelor of Media and Communication (Hons.), Bachelor of Business (Marketing) Submitted in fulfilment of the requirements for the degree of Doctor of Philosophy Digital Media Research Centre Queensland University of Technology 2018 Keywords Social media, sport, netball, soccer, football, digital media, branding, sport communications, sport media “Gateway to the Sideline”: Brand communication on social media at large-scale sporting events i Abstract Social media platforms have become an essential component of a transmedia sport experience for fans. This has significant implications for sport organisations, which now need to strategically incorporate social media platforms into a communications plan alongside their traditional media counterparts. The emergence of social media as a popular form of communication in sport also provides opportunities for sport organisations, as they no longer rely on one-way methods of distribution through mainstream media platforms, and instead can connect with fans directly via social media. Initially, sport organisations took an ad hoc approach to social media strategy, yet as the use of social media in sport becomes increasingly normalised, and the affordances of social media platforms present opportunities to engage with new and existing sport fans, approaches to social media communications have become more strategic. Existing research has examined many aspects of the role social media plays in the transmedia sport experience, from the perspectives of fans and organisations. However, the approaches and strategies social media teams use within sport organisations remain largely unexamined from an inside perspective. Thus, the aim of this research is to document exactly how sport organisations use social media for communication, the motivations and considerations behind this use, and the tensions between sport fans and organisations that arise on social media surrounding the discussion of sport. This research is an inductive study, which uses a qualitative multiple case study design and includes both within-case and cross-case analysis to explore the phenomenon of social media communication in the sport industry. Specifically, ii “Gateway to the Sideline”: Brand communication on social media at large-scale sporting events drawing on first-hand insight through participant observation in combination with interviews, this thesis documents, analyses and compares the creation and implementation of social media strategy by the social media teams of two events: the Asian Football Confederation’s (AFC’s) Asian Cup (AC) and Netball World Cup (NWC). I was embedded within each organisation throughout these events (both held in Australia in 2015), observing, assisting staff and participating in social media communications. The results of this study reveal that organisations take a strategic approach to social media communications that depends on their market position (which sits on a mainstream‒niche continuum) and target audience. The AC team used storytelling in the form of dramatic reality when covering matches live on Twitter to appeal to a broad and culturally diverse audience of fans. This approach combined the emotion of the tournament and familiar sport-related plotlines to create a unique interpretation of what was happening on field, and differentiated the team’s coverage from that of other outlets reporting on the event. By contrast, the NWC team used its social media communications to contribute to the repositioning of the NWC brand further towards the mainstream, through a process of brand transformation. On social media, this involved reducing the weaknesses of a lack of event access through mainstream media, heightening the strengths of player similarity and consistent two-way interactions with fans, and addressing the competitive pressures of a crowded sporting market. Overall, a comparison of both events reveals that each sport’s position in the market (which I conceptualise on the aforementioned mainstream‒niche continuum) greatly influences its social media strategies. Particularly for mainstream sporting events, social media can enhance their transmedia sport experience, and play a supporting role to a live television broadcast. However, for niche events, the role of “Gateway to the Sideline”: Brand communication on social media at large-scale sporting events iii social media in the transmedia sport experience is central, thus providing fans with mediated experiences of the event. iv “Gateway to the Sideline”: Brand communication on social media at large-scale sporting events Table of Contents Keywords ................................................................................................................................. i Abstract ................................................................................................................................... ii Table of Contents .................................................................................................................... v List of Figures ...................................................................................................................... viii List of Tables .......................................................................................................................... x List of Abbreviations ............................................................................................................. xi Glossary of Key Terms ........................................................................................................ xiii Statement of Original Authorship ......................................................................................... xv Acknowledgements .............................................................................................................. xvi Introduction ...................................................................................... 1 1.1 Context and definitions ................................................................................................. 5 1.2 Personal background ................................................................................................... 21 1.3 Significance ................................................................................................................ 24 1.4 Thesis Outline ............................................................................................................. 29 Literature Review ........................................................................... 35 2.1 Conceptualising sport: from mainstream to niche ....................................................... 36 2.1.1 Mainstream sport .............................................................................................. 39 2.1.2 Niche sport ........................................................................................................ 46 2.1.3 AC and NWC on the mainstream–niche continuum ......................................... 52 2.2 Transmedia sport......................................................................................................... 56 2.2.1 Transmedia strategy .......................................................................................... 62 2.2.2 Live transmedia experiences of sport ................................................................ 64 2.2.3 Sport stars ......................................................................................................... 66 2.3 Social media and sport ................................................................................................ 70 2.3.1 Sport brands on social media ............................................................................ 71 2.3.2 Sport fans on social media ................................................................................ 83 2.3.3 Co-creation ....................................................................................................... 89 2.3.4 Transmedia tensions ....................................................................................... 100 2.4 Summary and implications........................................................................................ 104 Method ........................................................................................... 109 3.1 Research approach and philosophy ........................................................................... 109 3.2 Qualitative case study design .................................................................................... 111 3.2.1 The cases ........................................................................................................ 113 3.3 Data Collection ......................................................................................................... 117 “Gateway to the Sideline”: Brand communication on social media at large-scale sporting events v 3.3.1 Participant observation .................................................................................... 119 3.3.2 Interviews ....................................................................................................... 124 3.3.3 Participants ..................................................................................................... 125 3.3.4 Twitter data ..................................................................................................... 129 3.4 Data analysis ............................................................................................................
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