Online Media Strategy to Build Sport Media Interest

Tharaputh Charuvatana ； David K. Stotlar ； Supitr Samahito ； Archavit Choengklinchan

《Asian Sports Management Review》 13期 (2018/12) Pp. 4-13

摘要

Sport media viewing experience is no longer a passive experience. Sport online media audiences have a desire for supplementary, real time, information related to the sport action, and a willingness to share and seek out the opinions with other sport fans. Even though, there has been significant growth of the number of online audiences in Thailand, sport media audiences are still enjoy watching the highest penetration television. Online media could build audiences' interest to compliment traditional sport television program. With lots of sport online media activities, there is not much study in Thailand to provide the online content understanding and strategy to build sport media interest. There is the need for strategy construction to accelerate the growth of sport media industry. This essay explores the dimensions of sport media audiences'understading in Thailand. Mixed methodology was utilized, with combination of qualitative in-depth expert's interview and quantitative consumer surveys from 628 sport online users. Inferential statistic was analyzed by using exploratory factor analysis, confirmatory factor analysis and logistic regression. The research results findings are 3 key factors affecting sport media interest that could be grouped together to create strategies to engage further for sport media interest from Sport Information Obesession, Sport Informant and Sport Companion. The nature and implications of these 3 groups of sport media audiences are discussed.

關鍵字

sport media audience ； online media ； engagement ； sport media influencer