This study used Clavio's (2009) Collegiate Sports Message Board (CSMB) scale to measure attitudes about the popular social media Websites among a sample of collegiate sports message board users. A factor analysis revealed five underlying factors that make up attitudes toward CSMBs - Interactivity, Diversion, Information Gathering, Argumentation, and Pass Time. The first four factors confirmed the results from Clavio (2009). Users of CSMBs overwhelmingly preferred them over other media formats for information about their favorite team. When respondents were divided into groups as lurkers - those who visit the Website but don't contribute content - and participating members, significant differences were seen in four of the five factors. In addition, lurkers and posters showed significant differences in their media usage patterns including Internet, CSMBs, sports magazines, and national sports television networks. Age and sex also indicated differences between the two groups.
|Commitee:||KETTERER, STAN, MCGUIRE, JOHN|
|School:||Oklahoma State University|
|School Location:||United States -- Oklahoma|
|Source:||MAI 50/06M, Masters Abstracts International|
|Keywords:||Board, Gratification, Internet, Lurker, Message, Sport|
Copyright in each Dissertation and Thesis is retained by the author. All Rights Reserved
The supplemental file or files you are about to download were provided to ProQuest by the author as part of a
dissertation or thesis. The supplemental files are provided "AS IS" without warranty. ProQuest is not responsible for the
content, format or impact on the supplemental file(s) on our system. in some cases, the file type may be unknown or
may be a .exe file. We recommend caution as you open such files.
Copyright of the original materials contained in the supplemental file is retained by the author and your access to the
supplemental files is subject to the ProQuest Terms and Conditions of use.
Depending on the size of the file(s) you are downloading, the system may take some time to download them. Please be