社群媒體提供球迷第一手新聞和貢獻內容的機會，這些內容有很多種特性。本研究以線上廣告理論為基礎，將媒體特性分為生動性（即：照片、影片）和互動性（即：存文字、連結），以數量（按讚數、留言數、分享數）和比率（按讚率、留言率、分享率）來衡量粉絲的參與度。許多學者研究社群媒體中的參與行為，證實了不同的媒體特性對品牌貼文的有效性產生影響。因此，本文旨在研究(1)不同的媒體特性如何影響粉絲在 Facebook 上的參與度，以及(2)哪些職棒討論內容較易影響粉絲參與。研究對象為兩個中華職棒球隊的 Facebook 公開粉絲社團，資料擷取於 2019 年 3 月 20 日，使用 Netvizz 蒐集 Lamigo 桃猿與富邦悍將的資料，生動性從低到高包含照片、影片；互動性從低到高包含文字、連結，球季時間與隊名為控制變項，研究方法使用多元線性回歸及內容分析，以 Kappa 係數衡量編碼者間一致性信度，本研究觀察 2017 一整年富邦悍將及 Lamigo 桃猿兩隊 Facebook 粉絲社團貼文，富邦悍將總共 924 則貼文，Lamigo 桃猿總共 3879 則貼文，研究結果顯示：兩球隊在三月世界棒球經典賽時有最多貼文，Lamigo 桃猿使用照片(42.80%）的型態發文居冠，第二多是連結（28.93%），富邦悍將使用連結（54.79%）形式發文最多，第二多的是照片(21.61%）；兩隊在季前(一、二月)與季後(十一、十二月)，均以連結為優先發文型態；在季中(三到十月)，Lamigo 桃猿粉絲使用照片為主，富邦悍將粉絲使用連結為主；結果也顯示，在季中討論的內容主要與世界棒球經典賽、總冠軍賽、亞洲職棒冠軍爭霸賽為主，在季前與季後討論的議題以明星球員為主。因此本研究提供球團經營者社群媒體行銷策略之參考

Social media provide sports fans with first-hand news and opportunities to contribute their own content, which can be divided into diverse features. We identify media characteristics as vividness (i.e., photo, video) and interactivity (i.e., text, link) based upon the online advertising theoretical perspective which posits these characteristics as the main antecedents of consumer engagement. We use quantity and ratio to measure fans’ engagement. Many scholars have studied engagement issues in social media use, confirming that different message characteristics can influence the effectiveness of brand posts. This paper aims to examine (a) how different media characteristics affect fans’ engagement on Facebook, and (b) what content fans engage with on Facebook in professional sport contexts. The participants are fans of two Taiwanese professional baseball teams. The data were retrieved on March 20, 2019. Netvizz was utilized to collect data from the Lamigo Monkeys and Fubon Guardians Facebook pages to ensure that all coders were analyzing the same dataset. Three types of fan engagement behaviors were measured: numbers of likes, comments, and shares. The like, comment, and share rates can be calculated by the number of engagement behaviors divided by the number of fans. Vividness from low to high includes photos and videos. Interactivity from low to high includes statements and links. Time period and group name are two control variables. Multiple regression was used to examine the effect between media characteristics and fan engagement. Content analysis was employed as the methodological approach. The Kappa statistics analysis method was adopted to evaluate the inter-coder consistency. We targeted posts published between January 1 and December 31, 2017. A total of 924 posts were collected from 9,448 members of the Lamigo Monkeys’ group and 3,879 posts from 17,469 members of the Fubon Guardians’ group. The results showed that the largest number of posts was published in March in both groups when the World Baseball Classic was held. Lamigo Monkeys’ fans utilized photos the most in their posts (42.80%), followed by links (28.93%), while Fubon Guardians’ fans posted links the most (54.79%) then photos (21.61%). Post characteristics and content were analyzed over the time periods selected based on the professional league’s schedule: preseason (i.e., January & February), regular season (i.e., March to October) and post-season (i.e., November & December). Links are the predominant communication type used in the pre-season and post-season for both fan groups, whereas Lamigo Monkeys’ fans utilized photos and Fubon Guardians’ fans utilized links the most during the regular season. The findings further indicated that the post content was related to competitions (i.e., World Baseball Classic, Taiwan Series, Asia Professional Baseball Championship) during the regular season. During the pre-season and post-season, the most frequently discussed issue was star players. Our research provides valuable and directly applicable implications for professional sport teams’ social media marketing activities.

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