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    Social media and live streaming : reaching and engaging fans? : the case of Facebook Live and the Queensland Maroons : a thesis presented in fulfilment of the requirements for a PhD in Sport and Exercise at Massey University, Palmerston North, New Zealand
    (Massey University, 2019) Wymer, Sarah
    Social media has profoundly changed the way sport organisations communicate with their fans by encouraging consumers to interact directly with event and player activity. While there has been an abundance of research examining the broad effects of social media on sport organisations, there has been a paucity to date around the usage of live streaming. As such, this research explores the case of one elite sport organisation, the Queensland Maroons, and how live-streaming was incorporated into their Facebook page by using Facebook Live over the entire 2017 and 2018 State of Origin seasons. This study sought to uncover the positioning of the live streaming component within the organisation’s overall social media strategy and how live-streaming may impact fan engagement by using a multi-method approach involving semi-structured interviews with the organisation’s social media managers, a content analysis of related Facebook posts and a thematic analysis of fan responses. The findings revealed that live streaming may be disruptive to a conventional social media strategy, as not all live posts are ‘engaging’ by design. However, live streaming can be an engaging proposition when it provides exclusive content that allows the fan to experience authentic insights into the rituals and traditions of their favourite sport team and athletes in ‘real-time’. Furthermore, live streaming may provide an immersive experience, and encourage fan-to-fan interaction and fan-to-sport organisation interaction, resulting in a sense of community and fan engagement. Three unique management challenges were identified: (1) access to athletes; (2) live-streaming resourcing and (3) understanding and determining ‘engaging’ live streams. Consequently, a conceptual model was formed to assist sport organisations to provide a strategic, structured approach to social media, of which live streaming can be a critical, useful component. It provides seven categories of live videos on a scale of engagement and ways in which fans may respond to these posts to assist sport managers to plan specific content to encourage interaction and fan engagement.
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    Examining Facebook practice : the case of New Zealand provincial rugby : a thesis presented in partial fulfilment of the requirements for the degree of Masters in Sport and Exercise at Massey University, Palmerston North, New Zealand
    (Massey University, 2016) Cole, Jason
    Social media have become a defining feature of 21st century communications. Conceived in 2004 Facebook has risen from relative obscurity to become the most visited website in the world. While social media use has grown exponentially, so too has its influence. Sport organisations were quick to capitalise on Facebook’s popularity particularly with the introduction of brand pages in 2010. The trend is no different particularly in New Zealand Rugby’s (NZR) National Provincial Championship (NPC). However recent research indicates a lack of understanding and consistency in evaluating effectiveness within the context of Facebook. Scholars have further acknowledged a need to move beyond simple metrics as measures of performance. Using a mixed method approach this case study of four NPC rugby teams investigated the understanding of effective Facebook practice. Thematic analysis of qualitative questionnaires completed by each page’s main administrator explored their understanding of effective Facebook practice. The researcher also utilised an auto-ethnographic journal to document his own experience of managing one of the participating brand pages. Page performance was also investigated through analysis of Facebook insights data to establish how it may be more accurately interpreted to inform best practice. Results reveal that administrators perceive lack of control, maintaining credibility, guaranteeing reach and resource allocation to be the most prominent challenges faced by these brand pages. Such issues provide further tensions when attempting to justify social media use and effectiveness within sport organisations. Furthermore, teams are faced with commercial obligations to post sponsor content that may negatively impact user engagement. In addition, findings suggest that contrary to popular belief, greater total network sizes do not guarantee greater reach and engagement. It is proposed that teams consider proportional measures of performance when seeking to measure Facebook performance. Holistically the research sets a platform that can be used in future studies to tangibly connect Facebook effectiveness to organisational strategy and objectives.
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    Photos on Facebook : an exploratory study of their role in the social lives and drinking experiences of New Zealand university students : a thesis presented in partial fulfilment of the requirements for the degree of Master of Science in Psychology at Massey University, Wellington, New Zealand
    (Massey University, 2012) Tonks, Anna Patricia
    Many tertiary students, within New Zealand Aotearoa and other Western countries, regularly engage in binge drinking episodes. These are often subsequently displayed on Facebook in photos. Most of the previous research has not addressed the significant role these photos play within contemporary student drinking cultures. The current thesis aimed to explore how New Zealand university students use photos on Facebook, within their drinking experiences, and how these related to their social relationships and student drinking cultures. A social constructionist framework and key conceptualisations from visual ethnography were employed as the theoretical framework for this study. Nine participants (aged 19; 5 female, 4 male) engaged in individual interviews with a researcher and an internet-enabled laptop. The participants showed the researcher their Facebook photos, and discussed their online practices, drinking and socialising. The interviews were transcribed and a discourse analysis was performed. Three primary discourses were identified. The first discourse, the normal, natural and everyday discourse, reflected the embedded and normalised camera culture and Facebook photo culture within the participants’ socialising and drinking practices. The second, the fun, pleasure and humour discourse, demonstrated the positive, light-hearted environment that the camera, Facebook photos and their subsequent online interactions provided. Participants were able to reconstruct and share their drinking episodes because the photos provided the participants with a visual online drinking story. The viewing and interactions with these photos became a post-night-out ritual that allowed participants to relive and continue the drinking experience after it had ended. The third discourse, acceptability and appropriateness, created a boundary or line that was individually and collectively negotiated and used by the participants to constrain and limit what was shared online. In combination, these discourses allowed the participants to present and participate in a normalised, positive and socially acceptable online student drinking culture. The results add to the growing body of literature around online student drinking cultures, and also extend our knowledge of context collapse, unintended audiences, impression management, identity and friendship. The findings are considered in relation to institutional policy, Facebook privacy, corporate ownership, and health promotion, and directions for future research are suggested.