Document Type




Format of Original

19 p.

Publication Date

Spring 2015


University of Nebraska Press

Source Publication

Journal of Sports Media

Source ISSN


Original Item ID

doi: 10.1353/jsm.2015.0001


Social media has become a regular direct marketing component for sports teams. This study explores the link between team identification and use of a professional sports team’s social-media channels. Questions to answer include, Does social media impact identification fans have with a team or vice versa? What does the amount of social-media use do to impact the relationship? Does this activity lead to increased sales of tickets and merchandise? Data collected by an Internet survey of fans of a professional baseball team show a positive relationship between team identification and use of the team’s Facebook page as well as to team related purchases. Implications for theorists understanding the role of social media in branding as well as implications for sports marketing are discussed.


Accepted version. Journal of Sports Media, Vol. 10, No. 1 (Spring 2015): 31-49. DOI. © University of Nebraska Press, 2015. Used with permission.

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