The online social networking of cyberspace: A study on the development of an online social network project and the sport industry's perception of its relative advantage
Timothy John Liptrap, University of Hartford, United States
University of Hartford . Awarded
This exploratory case study examined online social networking (OSN), and the perceptions of Sport Marketing students and sport industry professional as to the relative advantage of the OSN tools in the marketplace. The conceptual framework for this study was based on Boyer's (1990) concepts of Scholarship of Teaching and Learning (SoTL), and the lens used in the study was based on Rogers (2004) seminal work of the Theory of Perceived Attributes and his research in the Diffusion of Innovation.
Thirty-one undergraduate Sport Marketing students from a business college in New England and 20 sport industry professionals participated in the research. The study concluded that the Sport Marketing students did not find a relative advantage in using OSN tools in the marketplace. The study also concluded that sport industry professionals found a relative advantage in OSN, by increasing the operational efficiencies in their sport business.
Liptrap, T.J. The online social networking of cyberspace: A study on the development of an online social network project and the sport industry's perception of its relative advantage. Ph.D. thesis, University of Hartford.
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