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Untangling International Sport Social Media Use: Contrasting U.S. and Chinese Uses and Gratifications Across Four Platforms

Sat, May 26, 12:30 to 13:45, Hilton Old Town, Floor: M, Strauss

Abstract

A total of 409 sports fans in the United States and China were surveyed about their sports media uses sought and gratifications obtained on four different social media platforms: Facebook and Twitter (U.S.) and WeChat and Weibo (China). Results indicated Chinese sports fans consistently rendered higher scores on all 12 gratification measures, while U.S. respondents indicated more gratifications obtained when using Facebook than Twitter for their sports media consumption. Passing time was that predicted positive attitudes toward a favorite team in the U.S., while Chinese sports fans indicated camaraderie and habitual use motivations were significant predictors of favorable attitudes toward a favorite team. American sports fans found arousal to be a positive predictor of behaviors toward their favorite team while Chinese fans indicate self-expression is the core significant element predicting behaviors toward favorite teams.

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