Fans, Fellows or Followers: A Study on How Sport Federations Shape Social Media Affordances

Increased in-depth knowledge on how sport federations shape their social media affordances to build relationships with audiences will develop the understanding and ongoing discussion effects of in organized sports. The aim this study was therefore investigate what way sports create an increased they interact through media. Three federations, Swedish Basketball Federation, Skateboard Association, Equestrian were investigated semi-structured interviews as well digital ethnography. analytical focus lies organizations imagine uses users. This shows that federations’ imagination who users are, would like see these act react defines affordances. Further, results reveal have differing approaches (as fans, fellows or followers) incentives are for using To learn mediations mold long-term changes it is importance look beyond mediatization more about current structure operations, history, traditions, view