CrossFit Games: A Case Study of Consumer Engagement on Social Live-Streaming Service Platforms
Social media platforms offer a direct channel for broadcasting live content to followers, emphasizing the immediacy of interaction. Social live-streaming services present a unique opportunity for niche sport organizations to engage with their communities in real time, providing new opportunities for...
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Veröffentlicht in: | International journal of sport communication 2024-12, Vol.17 (4), p.461-475 |
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Hauptverfasser: | , , |
Format: | Artikel |
Sprache: | eng |
Online-Zugang: | Volltext |
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Zusammenfassung: | Social media platforms offer a direct channel for broadcasting live content to followers, emphasizing the immediacy of interaction. Social live-streaming services present a unique opportunity for niche sport organizations to engage with their communities in real time, providing new opportunities for interaction and engagement. This paper employs a case study of the 2022 CrossFit (CF) Games to understand how social live-streaming services influence consumer engagement in niche sports. Using an online survey and content analysis, the study finds that viewing the CF Games inspires participation and that viewers with a stronger connection to CF are less likely to engage in chat functions. These insights highlight the potential for niche sports to leverage social live-streaming services for enhanced engagement, offering a viable alternative to traditional broadcasting. Although the focus is on CF, the findings may provide valuable lessons for other niche sports facing similar challenges in visibility and audience engagement. |
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ISSN: | 1936-3915 1936-3907 |
DOI: | 10.1123/ijsc.2024-0102 |