Analysis of social networking sites used by student spectators in university sport

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dc.contributor.authorPhillips, Kirby
dc.contributor.authorTitus, Simone
dc.date.accessioned2023-03-03T12:01:22Z
dc.date.available2023-03-03T12:01:22Z
dc.date.issued2021
dc.description.abstractSocial media usage has caused a notable shift in the use of strategies and relevant tools with which to communicate with sport spectators, catapulting sports into one of the most read topics on social media. This rapid growth of social media in sport has stimulated research in this field of study, delineating the different parts of social media, including social networking sites, and creating opportunities for university sport departments to foster relationships between university sport and student spectators. The purpose of this study was to identify the social networking sites used by student spectators in university sport. Based on a cross-sectional research design, amodified survey was distributed electronically to a randomly selected sample of 540 full-time registered studentsat the University of the Western Cape.The findings indicated that WhatsApp, Facebook, and Instagram were the most popular social networking sites used by student spectators in university sport. This study concluded that thethree social networking sites were the most preferredamong student spectators. Therefore, this research provides higher education institutions the opportunity to leverage off the students’ usageof social networking sitesfor marketing purposes. The study recommendsthe need for social media-based marketing strategies by university sports departments to be targeted at social networking sites visited by student spectators.en_US
dc.identifier.citationPhillips, K., & Titus, S. (2021). Analysis of social networking sites used by student spectators in university sport. African Journal for Physical Activity and Health Sciences, 27(4), 546-560. https://doi.org/10.37597/ajphes.2021.27.4.10en_US
dc.identifier.issn2411-6939
dc.identifier.urihttps://doi.org/10.37597/ajphes.2021.27.4.10
dc.identifier.urihttp://hdl.handle.net/10566/8529
dc.language.isoenen_US
dc.publisherAFAHPER-SDen_US
dc.subjectSocial networkingen_US
dc.subjectSporten_US
dc.subjectHigher educationen_US
dc.subjectSocial mediaen_US
dc.subjectWestern Capeen_US
dc.titleAnalysis of social networking sites used by student spectators in university sporten_US
dc.typeArticleen_US

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