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Value Creation: Comparative Netnographic Study of Two NBA Online Communities

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dc.contributor.advisor Aung, May Di, Hao 2018-05-07T13:10:43Z 2018-05-07T13:10:43Z 2018-04 2018-04-30 2018-05-07
dc.description.abstract This 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.language.iso en en_US
dc.title Value Creation: Comparative Netnographic Study of Two NBA Online Communities en_US
dc.type Article en_US Marketing and Consumer Studies en_US Master of Science en_US Department of Marketing and Consumer Studies en_US
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