Sports Communication Commons^™

The Emerging Social Media Water Cooler? Motivations For Reddit Use In A Niche League, Jan Boehmer, Brendan O'Hallarn

Communication & Theatre Arts Faculty Publications

Social media play a key role in sport marketing—with athletes, teams, and leagues directly engaging with their audiences. While Facebook, Instagram, and Twitter have received much attention in the sport marketing and communication literature, research on Reddit is scant. This is particularly noteworthy, as the platform is growing rapidly and promises utility for users with nonmainstream interests to find and engage with each other. This study employs a uses and gratifications approach to investigate how prevalent Reddit use is among fans of the United Football League (UFL), what motivates users to engage with the platform, and whether Reddit use leads …