AN EXPLORATORY STUDY OF TWITTER SPORTS CONSUMPTION MOTIVES AND RELATIONSHIP WITH FUTURE INTENTIONS: A PERSPECTIVE FROM ATHLETES’ FOLLOWERS

Abstract

The purpose of the study is to examine the relationship between Twitter consumption motives with future behavioural intentions from athletes’ followers’ perspective. Data were gathered from respondents using a structured selfadministered questionnaire in a university located in southern Gauteng, South Africa. Exploratory factor analysis was used to identify the dimensions of Twitter consumption motive using principal component analysis. A five-factor structure emerged and these factors were labeled skills, information, economic, pass time and accessibility. Moderate, positive correlation coefficients were observed between the economic, information and pass time dimension with future intentions. The regression analysis showed significant predictive relationships with the economic and information variable with future behavioural intentions. This study provides a focused examination of Twitter consumption motives, which can offer valuable insights into athletes’ managers seeking to nurture interactions with the outside world, especially in the social media context. Therefore, understanding the motives that drive users’ interest in Twitter engagement will also provide sport marketers with information that can be used to develop targeted promotional campaigns in order to increase followership

Keywords

• Twitter, consumption motives, athletes, future intentions

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