The social media platform Pinterest has emerged as a popular virtual space to showcase content found online (Hempel, 2012). Encouraging users to “pin” and comment on content featuring sports-related activities, athletes, and merchandise, Pinterest presents an opportunity for sports organizations looking to connect and build communities with fans. This study employed the relationship-marketing conceptual framework (Grönroos, 2004) to examine how four North American professional sports leagues used Pinterest over a 1-year time period to communicate as well as encourage engagement and interaction with fans. The longitudinal content analysis and chi-square analyses of 24,156 pins revealed the sports teams used Pinterest to promote the fan group experience, provide team and game information, and sell team-related merchandise. Theoretical and practical implications will be discussed, including recommendations for sports organizations seeking to engage their fans and communicate online.
ClavioG.WalshP. (2013). Dimensions of social media utilization among college sport fans. Communication & Sport, 1, 2–22.
4.
CoddingtonM.HoltonA. E. (2013). When the gates swing open: Examining network gatekeeping in a social media setting. Mass Communication and Society. doi:10.1080/15205436.2013.779717
5.
GreenhalghG. P.SimmonsJ. M.HambrickM. E.GreenwellT. C. (2011). Spectator support: Examining the attributes that differentiate niche from mainstream sport. Sport Marketing Quarterly, 20, 41–52.
6.
GrönroosC. (2004). The relationship marketing process: Communication, interaction, dialogue, value. Journal of Business and Industrial Marketing, 19, 99–113.
LaverieD. A.ArnettD. B. (2000). Factors affecting fan attendance: The influence of identity salience and satisfaction. Journal of Leisure Research, 32, 225–246.
10.
LombardM.Snyder-DuchJ.BrackenC. C. (2002). Content analysis in mass communication: Assessment and reporting of intercoder reliability. Human Communication Research, 28, 587–604.
O’SheaM.AlonsoA. D. (2011). Opportunity or obstacle? A preliminary study of professional sport organizations in the age of social media. International Journal of Sport Management and Marketing, 10, 196–212.
PronschinskeM.GrozaM. D.WalkerM. (2012). Attracting Facebook “fans”: The importance of authenticity and engagement as a social networking strategy for professional sport teams. Sport Marketing Quarterly, 21, 221–231.
WallaceL.WilsonJ.MilochK. (2011). Sporting Facebook: A content analysis of NCAA organizational sport pages and Big 12 Conference athletic department pages. International Journal of Sport Communication, 4, 422–444.
20.
WatersR. D.BurkeK. A.JacksonZ. H.BuningJ. D. (2011). Using stewardship to cultivate fandom online: Comparing how National Football League teams use their web sites and Facebook to engage their fans. International Journal of Sport Communication, 4, 163–177.
WilliamsJ.ChinnS. J. (2010). Meeting relationship-marketing goals through social media: A conceptual model for sport marketers. International Journal of Sport Communication, 3, 422–437.
ZimmermanM. H.ClavioG. E.LimC. H. (2011). Set the agenda like Beckham: A professional league’s use of YouTube to disseminate messages to its users. International Journal of Sport Management and Marketing, 10, 180–195.
