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Global Sport Business Journal

Global Sport Business Journal

Abstract

This study investigated the impact of content type, number of Facebook fans, market size, and winning percentage on engagement with NBA teams’ Facebook pages using a multivariate multilevel model. Posts were coded into five content categories including external commerce, fan interactivity, organizational promotion, player and personnel promotion, and team information and number of likes, comments, and shares were collected. Data were tested first for the need for multivariate and multilevel modeling and then two models were used to determine the impacts of predictors on engagement. Results indicated engagement data should be treated as multivariate and the effect of team should be accounted for when analyzing data. Player and personnel promotion content received the most number of likes and comments and fan interactivity received the most shares. The effects of number of Facebook fans, winning percentage, and market size were significant in a few cases, but were minimal overall.

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