Points of attachment on social media: exploring similarities and differences between Chinese and Western National Basketball Association fans

Recently, I was able to work with Dr Bo (Norman) Li and Dr Steve Dittmore on a paper to uncover how Western and Chinese sport fans, particularly those following the Los Angeles Lakers NBA team, ecome attached to the club. This study will be published in the Asia Pacific Journal of Sport and Social Science’s forthcoming special issue on Sport in China.

The full paper is available here: from the publisher, academia.edu, or researchgate. The full abstract appears below.

ABSTRACT

 

Given the availability and usage of Twitter, professional sport organizations attempt to embrace this emerging medium to engage with sports fans around the world. While many sports fans use Twitter globally, Chinese sports fans primarily embrace localized social media platforms, such as Weibo, to follow their favourite teams because many international mainstream social media services are banned in China. This study aimed to investigate the similarities and differences between Chinese National Basketball Association (NBA) fans and Western NBA fans in terms of their social media usage and points of attachment to a team with a global presence. The results revealed that Chinese digital NBA fans expressed higher dependence on using social media in their daily life compared to Western counterparts. In terms of sports fans’ points of attachment, Chinese NBA fans had higher associations with basketball, NBA players, and the NBA than Western counterparts, while Western fans perceived a higher attachment to the team.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s