- 會議論文
- OpenAccess
【論文摘要】職業運動員使用社交媒體之分析－以STAR模型分析
【論文摘要】Analysis of Professional Athletes' Use of Social Media - Analyzing with the STAR Model
摘要
目的：本文目的探討現役及退役之職業網球選手使用Facebook粉絲專業社交媒體之情形。方法：採用STAR模型（故事性storytelling、觸發trigger、娛樂amusement、反應reaction）以及定量定性研究法來分析兩位職業網球選手Dominic Thiem及Roger Federer，自2023年01月14日至2023年04月14日經營情況，內容及數據收集自原始社交網站及Fanpage Karma網站。結果：最高互動之貼文為Dominic Thiem所發布，內容提及賽事心情及與寵物狗之愉快時光，此篇貼文故事性及娛樂效果極佳，獲得遠高於雙方之貼文互動率，也成為最佳貼文。Roger Federer則連續多篇不斷地分享與他人合作之內容，綿延故事性及提供觸發點。雖不是每篇皆獲得較好之數據，但其中有獲得最多按讚數，及被分享次數最高之貼文。雖相比雙方與粉絲互動率，Federer略顯較差，但因其固有粉絲數已非常眾多，其所獲得之廣告效益高於Thiem近乎10倍。結論與建議：分享具有故事性及娛樂性之貼文，或個人生活趣事，皆有提高互動率及黏濁度之效果，並且更加地推廣至新粉絲及贊助商的眼中。雖STAR模型中的四個維度並非強制，但交叉使用可以使粉絲參與互動的水平更高，甚至轉變為可持續性的消費。最後依據發現之研究結果提出建議，建議現役職業運動員以STAR模型做為經營Facebook粉絲專業之策略，維持粉絲互動率及黏濁度，進而提高價值效益。
並列摘要
Introduction: The purpose of this article is to explore the use of Facebook fan pages by current and retired professional tennis players on social media. Methods: The STAR model (storytelling, trigger, amusement, reaction) and quantitative and qualitative research methods were used to analyze the management and content of the Facebook fan pages of two professional tennis players, Dominic Thiem and Roger Federer, from January 14, 2023 to April 14, 2023. The data was collected from the original social media sites and the Fanpage Karma website. Results: The post with the highest interaction was posted by Dominic Thiem, which mentioned his feelings about the game and the happy time with his pet dog. This post had a great storytelling and entertainment effect, and received a much higher interaction rate than the posts of both parties, becoming the best post. Roger Federer continuously shared content about his collaborations with others, with a continuous story and trigger points. Although not every post received better data, some received the most likes and the highest number of shares. Although Federers interaction rate with fans is slightly lower than Thiems, his inherent number of fans is already very large, and the advertising benefits he receives are nearly 10 times higher than Thiems. Conclusion and Suggestions: Sharing posts with storytelling and entertainment elements, or personal life anecdotes, can effectively increase interaction and engagement, and further promote to new fans and sponsors. Although the four dimensions of the STAR model are not mandatory, cross-use can increase the level of fan participation and even transform into sustainable consumption. Finally, based on the research findings, it is recommended that active professional athletes use the STAR model as a strategy for managing their Facebook fan pages, maintaining fan interaction and engagement, and ultimately increasing value and benefits.