Value Creation: Comparative Netnographic Study of Two NBA Online Communities

dc.contributor.advisorAung, May
dc.contributor.authorDi, Hao of Marketing and Consumer Studiesen_US of Guelphen_US of Scienceen_US and Consumer Studiesen_US
dc.description.abstractThis study focuses on two online communities of a commercial basketball league, the National Basketball Association (NBA). Specifically, this study explores the value creation and online consumption behaviors of their online community members. Since little research had been conducted on sports online communities, this study can be an exploratory work in this field and beneficial to future research. This study applies Netnography as a research method to examine community members’ postings in two forums and The first forum is the most popular NBA online community in North America, while the second forum is widely used by online community members in mainland China. Findings in this study presents similarities and differences between value creation of two online communities and offers deeper understanding of online communities and their users in North America and China. Besides, managerial implications are provided for practitioners in online business and marketing with focus on sports industry.en_US
dc.publisherUniversity of Guelphen_US
dc.rights.licenseAll items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectvalue creationen_US
dc.subjectonline consumption behaviorsen_US
dc.subjectonline community membersen_US
dc.titleValue Creation: Comparative Netnographic Study of Two NBA Online Communitiesen_US


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