Just one screen is not enough: Social TV role to Brazilian fans of Major League Soccer

IF 1.9 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM Sport Business and Management-An International Journal Pub Date : 2023-01-17 DOI:10.1108/sbm-06-2021-0068
B. M. Moura, André Luiz Maranhão de Souza-Leão, Ewerton Pacheco da Silva, Guilherme Monteiro Alves dos Santos
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Abstract

PurposeSports leagues, such as Major League Soccer (MLS), aim at expanding their audience at global level through alternative media other than television (TV). Brazil stands out among football media consumer audiences as one of the main markets worldwide. Brazilian MLS consumers play the role of fans to converge between TV media and digital platforms, in a phenomenon that has been called Social TV.Design/methodology/approachThe aim of the current research is to investigate how Brazilian MLS fans' consumption process is established through Social TV; it was done based on netnography performed between 2018 and 2020.FindingsResults have indicated that Social TV is a catalyst of practices associated with fan culture: cultural convergence, technologies appropriations, poaching experiences and production of a collective intelligence.Research limitations/implicationsCurrent research reinforces how ethnography methodology has been gaining room as likely consumer market research, working as alternative method based on the prevalence of focus group and survey techniques.Practical implicationsSocial TV phenomenon presents itself as a possibility to expand and direct marketing strategies focused on sports management, just as the media often consumed by fans.Originality/valueFrom the results, it is possible assuming that connections between fans are punctually guided by their relationship with the cultural object consumed by them in a network relationship whose actors deindividualize sociocultural practices such as consumption. Thus, the main contribution of the study lies on identifying how fan culture can be autonomously established in the market arena in comparison to other cultures.
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只有一个屏幕是不够的:社交电视对美国职业足球大联盟的巴西球迷来说
目的电子竞技联盟,如美国职业足球大联盟(MLS),旨在通过电视(TV)以外的替代媒体在全球范围内扩大受众。巴西作为全球主要市场之一,在足球媒体消费观众中脱颖而出。巴西的MLS消费者扮演着粉丝的角色,在电视媒体和数字平台之间融合,这种现象被称为社交电视。当前研究的目的是调查巴西MLS球迷的消费过程是如何通过Social TV建立的;该研究是基于2018年至2020年之间的网络研究完成的。研究结果表明,社交电视是粉丝文化相关实践的催化剂:文化融合、技术挪用、挖掘经验和集体智慧的产生。研究局限/启示当前的研究强调了民族志方法如何在消费者市场研究中获得空间,作为基于焦点小组和调查技术的流行的替代方法。现实意义社会电视现象呈现出一种可能性,即扩大和指导以体育管理为重点的营销策略,就像媒体经常被球迷消费一样。原创性/价值从结果来看,我们可以假设粉丝之间的联系是由他们与他们所消费的文化对象的关系所引导的,这种关系的参与者使消费等社会文化实践去个性化。因此,本研究的主要贡献在于确定与其他文化相比,粉丝文化如何在市场舞台上自主建立。
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来源期刊
Sport Business and Management-An International Journal
Sport Business and Management-An International Journal HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.10
自引率
15.40%
发文量
25
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