Abstract

The purpose of this study is to examine the relationship between spectator’s awareness, attitudes, and behaviors related to social media efforts developed by a major sports stadium. Data was collected through in-person interviews from individuals who attended a sports event at a major stadium. The hypothesized relationships were assessed by using structural equation modeling technique. The results confirm the relationships between awareness, attitudes, and behavior; awareness of a stadium’s social media presence influences following the stadium on social media directly and indirectly by promoting positive attitudes toward a stadium’s social media campaign. In addition, following the stadium on social media is positively related to attendance and sharing of information using stadium’s social media. Implications of these findings for stadium marketers are discussed.

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