Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Sports Management
Why We Follow: Exploring How Culture Shapes Users’ Motivation For Following Sport Organizations On Twitter And Weibo, Bo Li
Graduate Theses and Dissertations
The purpose of this dissertation was to explore how culture shapes Social media users’ usage as they follow sport organizations on two similar microblogging services - Twitter and Weibo. In particular, the study attempted to measure whether Social media users exhibited different usage pattern, points of attachment, and usage motivations within two different cultural environments known as individualism and collectivism.
The Los Angeles Lakers’ Social media followers were selected and invited to participant in this study. There were 839 the Lakers’ Weibo followers and 334 Twitter followers who completed an online survey facilitated on Qualtrics. The results of Multivariate analysis …