Letting them share

Nowadays, fans are strolling around in a rich palette of live media during an event. All kind of applications are at their disposal such as social media platforms Facebook and Instagram, also apps such as TikTok and Whatsapp. It’s easy to continuously follow and share with others from different kind of devices (Ipad, handphone) they are using. The fans both share content when they are physically present at an live event, as well from a distance, such as home. Fans can post photos of their experience with an event to create the space of the event online. Hash tags, location tags and event filters bring fans together (Hammelburg).

Its 97% of fans bringing a mobile device to events, and they expect to be connected (Cisco). Mobile applications enable fans to immerse themselves in the passion of the event, accessing relevant content, event information, exclusive offers and promotions and more that deliver a more customized experience. They want to share their experiences and engage with their friends and the global fan community on Twitter, Facebook, Instagram and other social media while they’re at the event (Cisco). Most sport fans are very engaged and, for many, sport plays an important role in their everyday lives (In Vale). Sport fans develop unique and engaging relationships with their favourite sport teams, both offline and online. Social media has changed the way supporters engage with sports teams, athletes and other fans (midis). Engagement (with fans) is particularly relevant within communities on social networking sites (SNS), through which organizations are allowing consumers to engage with the brand, while at the same time being able to share their activities within their social group (Tsai & Men). So,it’s crucial for event organisers and stadiums to give fans the power to share content across their social channels. 

Given the new possibilities provided for customers’ empowerment, social media and has become one of the main channels through which consumers engage and interact with brands (Vale). Social media (SM) channels can provide value to businesses by enabling the formation of online customer communities to support branding, sales, customer service, and product development (Vale).

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Literature