台灣職業棒球球員在FB粉專發文對其網路聲量影響個案之研究

A Study on the Influence of Taiwanese Professional Baseball Players' Facebook Posts on Their Online Visibility

林彥宇(Yen -Yu Lin) ； 高俊雄(Chin-Hsung Kao)

《全球運動與休閒管理期刊》 7卷2期 (2024/06) Pp. 1-28

https://doi.org/10.6616/GSRM.202406_7(2).0001

摘要

本研究目的：分析中華職棒球員在網路聲量經營現況，分析中華職棒球員需不需創立粉絲專頁來提升自己的知名度。方法：使用第三方軟體分析出其知名球員在Facebook粉絲專頁發文數使其對於發文後多數粉專按讚或分享其文章有無正向相關。結論：經研究數據分析球員粉專若發一篇文章按讚、分享為低度正相關，留言、分享為中度正相關。建議：球員本身可在球場上先打出好成績並累積實體球迷，再來開設粉絲專頁意義會比較大，創造粉絲良好的互動；比賽期間的發文以影片類型、分享新聞或專訪。以直播方式來和球迷互動，皆可提高自己的粉絲專頁觸及率。

關鍵字

中華職棒 ； 社群媒體 ； 網路聲量

並列摘要

Research Objective: To analyze the current status of online presence management among Chinese Professional Baseball League (CPBL) players and determine whether CPBL players need to establish fan pages to enhance their visibility. Method: Utilizing third-party software to analyze the number of posts made by renowned players on their Facebook fan pages and determining whether there is a positive correlation between the number of likes or shares received after posting. Conclusion: Based on the data analysis, there is a low positive correlation between the number of likes and shares when players post once on their fan pages, and a moderate positive correlation between comments and shares. Recommendation: Players should first achieve good performance on the field and build up a physical fan base before establishing fan pages. The significance of opening a fan page will be greater in this scenario, fostering meaningful interaction with fans and creating a positive fan engagement. During games, posts should consist of video content, sharing news, or interviews. Interacting with fans through live broadcasts can significantly increase the reach of their fan pages.

並列關鍵字

Chinese Professional Baseball League (CPBL) ； Social Media ； Online Presence