2019年12月，新型冠狀病毒蔓延全球，許多體育賽事進行閉門比賽，而在這WEB2.0發展的世代，球迷宅在家的同時，也能透過社群媒體創建自己原創的內容。2020年台灣疫情得到穩定的控制，確診人數維持在低點，而這也促使中華職棒的球賽得以持續進行，成為全球第一個開賽的聯盟以及第一個開放觀眾進場觀賽的國家，受到國際矚目，讓台灣的網路用戶展開更熱烈的討論。PTT棒球版為中華職棒最熱絡的討論平台，包含新聞轉發、專業的評論、球迷自身見解等等，建構出最完善且活絡的運動社群媒體。本研究資料擷取自2020年PTT棒球版與疫情相關文章，共422篇文章，21,167則留言。透過文字探勘的方式，以社會認同和賽會服務品質做理論基礎，了解球迷於疫情期間在PTT上討論的文字內容。多元迴歸及詞頻文字雲的結果顯示，PTT用戶在閉門比賽時期的互動更加頻繁，特別是在四月開賽時，為用戶討論的最高點，文章內容多為誇讚防疫與受到世界矚目，這也讓用戶產生國家認同，加上周邊賽會服務品質(例如:球賽英文轉播、Twitch直播)的發展，使用戶的國家認同會再有所提升。本研究針對用戶的留言屬性進行機器學習，並建構出一款聊天機器人來預測用戶在PTT上的留言屬性，能夠了解文字的輿論風向。透過質性與量化併行的研究方法能夠更客觀地得知用戶的平台參與程度，期望成果作為中華職棒未來經營線上球迷之參考。

Because of the worldwide spread of Covid-19 beginning in December 2019, many sport matches have been held behind closed doors to avoid crowds. However, a growing number of sport fans are expressing their original insights on the Internet while staying at home during the epidemic in this WEB2.0 prevailing generation. The epidemic in Taiwan was stably controlled, and confirmed cases remained low in 2020, which prompted the Chinese Professional Baseball League (CPBL) to continue. In this context, Taiwan attracted international attention because the CPBL had the first games played in the world and allowed spectators to enter the field during the Covid-19 pandemic. This encouraged discussions among users on social media in Taiwan. The Professional Technology Temple (PTT) baseball board has become one of the most popular discussion platforms regarding the CPBL. The article categories cover a wide range of topics such as news forwarding, professional comments, and fan opinions, so it is seen as the most complete and active sports social medium. This research retrieved the data from the content posted on the PTT Baseball Board during Covid-19 in 2020, containing a total of 422 articles and 21,167 comments. Through text mining and based on theoretical bases of social identity and sport service quality, this study assists in better understanding the content published on the PTT Baseball Board during Covid-19 in 2020. The results of multiple regression and word frequency analysis showed that the PTT users interacted more frequently during the closed-door period, especially at the beginning game period in April. The effective epidemic preventions that attracted global attention to the CPBL have generated national identity among the users. In addition, with the development of the peripheral products such as English broadcasting and live broadcasting on Twitch, the users' national identity has been boosted even further. This research used machine learning to establish a chatbot to predict the attributes of users’ comments on the PTT, which helps the CPBL teams understand the trend of public opinions on the text more deeply. Through the use of the mixed-method approach, it is possible to objectively know users’ online engagement behaviors. Theoretical and practical implications are expected to be provided for managing online sport fans of the CPBL.

Aarts, C., Jiang, F., & Chen, L. (2020). A practical application for sentiment analysis on social media textual data. In Proceedings of the 24th Symposium on International Database Engineering & Applications, 26, 1-6.
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190.
Anagnostopoulos, C., Parganas, P., Chadwick, S., & Fenton, A. (2018). Branding in pictures: using Instagram as a brand management tool in professional team sport organizations. European Sport Management Quarterly, 18(4), 413-438.
Anderson, R. M., Heesterbeek, H., Klinkenberg, D., & Hollingsworth, T. D. (2020). How will country-based mitigation measures influence the course of the COVID-19 epidemic? The Lancet, 395(10228), 931-934.
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.
Armstrong, A., & Hagel, J. (2000). The real value of online communities. Knowledge and Communities, 74(3), 85-95.
Azar, S. L., Machado, J. C., Vacas-de-Carvalho, L., & Mendes, A. (2016). Motivations to interact with brands on Facebook–Towards a typology of consumer–brand interactions. Journal of Brand Management, 23(2), 153-178.
Becker, C. A. (1979). Semantic context and word frequency effects in visual word recognition. Journal of Experimental Psychology: Human Perception and Performance, 5(2), 252-259.
Billings, A. C., Broussard, R. M., Xu, Q., & Xu, M. (2019). Untangling international sport social media use: Contrasting US and Chinese uses and gratifications across four platforms. Communication & Sport, 7(5), 630-652.
Biscaia, R., Yoshida, M., & Kim, Y. (2021). Service quality and its effects on consumer outcomes: a meta-analytic review in spectator sport. European Sport Management Quarterly. doi: https://doi.org/10.1080/16184742.2021.1938630
Blogspot (2012, February 12). http://g01032000.blogspot.com/2012/02/reddit-ptt.html
Buzeta, C., De Pelsmacker, P., & Dens, N. (2020). Motivations to Use Different Social Media. Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs). Journal of Interactive Marketing, 52, 79-98.
Byon, K. K., Zhang, J. J., & Connaughton, D. P. (2010). Dimensions of general market demand associated with professional team sports: Development of a scale. Sport Management Review, 13(2), 142-157.
Byon, K. K., Zhang, J. J., & Baker, T. A. (2013). Impact of core and peripheral service quality on consumption behavior of professional team sport spectators as mediated by perceived value. European Sport Management Quarterly, 13(2), 232-263.
Chang, C. C., Chen, C. L., Lin, C. W., Huang, J. W., & Yang, C. S. (2015, November 20-22). The analysis of user behavior and relationship on Bulletin Board System [Paper presentation]. 2015 Technologies and Applications of Artificial Intelligence (TAAI), Tainan, Taiwan. https://ieeexplore.ieee.org/stamp/stamp.jsp?arnumber=7407075&casa_token=0fb_qflMLHUAAAAA:QpSJQ4rrI01WwS2QdbpMbHof1S5Sw6cKe9ok4J49pe5y_ZEnFN3He8Em_7supgq3ufgEIUCX
Chang, T. (2019). After international tournaments: Spectator attendance at domestic professional baseball games in Taiwan. Journal of Global Sport Management, 4(2), 164-184.
Chen, C. W., Wu, S. R., Yu, P. H., & Yung, L. (2015). Understanding the influence of Facebook fans page to continuance intention: the use and gratifications theory and social influence perspectives. Chaoyang Business and Management Review, 14, 19-38.
Chen, K. J., & Phua, J. (2016). Self-categorization process in sport: An examination of the “Linsanity” phenomenon in Taiwan. Sport Management Review, 19(4), 431-440.
Chen, L. C., Lee, C. M., & Chen, M. Y. (2019). Exploration of social media for sentiment analysis using deep learning. Soft Computing, 24, 8187–8197.
Chen, S. S. C. (2019). Content Analysis of a Collegiate Athletic Twitter Account: Practical. Applications for Promotion and Attendance Increase. Association of Marketing Theory and Practice Proceedings, 4.
Chen, W. Y. (2012). The culture of gamble in internet：A case study in the sportlottery board on PTT. University of National Chung Cheng.
Chen, Y. T. & Luan, C. J (2012). Natural Language Processing and Its Application for Word of Mouth Studies. Chinese Journal of Communication Research, 22, 259-289.
Chiu, W., Bae, J. S., & Won, D. (2017). The experience of watching baseball games in Korea: an analysis of user-generated content on social media using Leximancer. Journal of sport & Tourism, 21(1), 33-47.
Chiu, W., & Leng, H. K. (2017). Let’s go cycling: an analysis of tourists’ experience on online user-generated content. International Journal of Tourism Cities, 3(1), 30-42.
Chiu, W., & Leng, H. K. (2019). The experience of sport tourists at the Formula 1 Singapore Grand Prix: an exploratory analysis of user-generated content. Sport in Society, 24(3), 373-395.
Christodoulides, G., Jevons, C., & Bonhomme, J. (2012). Memo to marketers: Quantitative evidence for change: How user-generated content really affects brands. Journal of Advertising Research, 52(1), 53-64.
Chiang, Y., & Chen, T. H. (2015). Adopting the diasporic son: Jeremy Lin and Taiwan sport nationalism. International Review for the Sociology of Sport, 50(6), 705-721.
CKIP (n.d.). CKIP introduction. Retrieved January 5, 2021, from http://ckipsvr.iis.sinica.edu.tw/
Crane, A. (2001). Unpacking the ethical product. Journal of Business Ethics, 30(4), 361-373.
Cohen, J. (1960). A coefficient of agreement for nominal scales. Educational and Psychological Measurement, 20(1), 37-46.
Cohen, J. (1968). Weighted kappa: nominal scale agreement provision for scaled disagreement or partial credit. Psychological Bulletin, 70(4), 213-220.
Connell, C., Marciniak, R., Carey, L. I., & McColl, J. (2019). Customer engagement with websites: a transactional retail perspective. European Journal of Marketing, 53(9), 1882-1904.
Crawford, A. (2004). Consuming Sport: Fans, Sport and Culture. London: Routledge.
Daugherty, T., Eastin, M. S., & Bright, L. (2008). Exploring consumer motivations for creating user-generated content. Journal of Interactive Advertising, 8(2), 16-25.
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91.
Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social media engagement behaviour: A uses and gratifications perspective. Journal of Strategic Marketing, 24(3-4), 261-277.
Enoch, B. J. (2020, February 13). Social Media in Sports Marketing. Opendorse. https://opendorse.com/blog/social-media-in-sports-marketing/
Fan, M., Billings, A., Zhu, X., & Yu, P. (2020). Twitter-based BIRGing: Big data analysis of English national team fans during the 2018 FIFA World Cup. Communication & Sport, 8(3), 317-345.
Fauci, A. S., Lane, C., & Redfield, R. (2020). Covid-19—navigating the uncharted. New England Journal of Medicine, 382(13), 1268–1269.
Feldman, R., & Sanger, J. (2007). The text mining handbook: advanced approaches in analyzing unstructured data. Cambridge university press.
Filo, K., Lock, D., & Karg, A. (2015). Sport and social media research: A review. Sport Management Review, 18(2), 166-181.
Foroughi, B., Nikbin, D., Hyun, S. S., & Iranmanesh, M. (2016). Impact of core product quality on sport fans’ emotions and behavioral intentions. International Journal of Sports Marketing and Sponsorship, 17(2), 110-129.
Franzosi, R. (2008). Content analysis: Objective, systematic, and quantitative description of content. Content Analysis, 1(1), 21-49.
Fullerton, S. (2016). An Examination of the Marketing of a Floundering Sport: The Case of Powerboat Racing. Association of Marketing Theory and Practice Proceedings, 25.
Gladden, J. M., & Funk, D. C. (2002). Developing an understanding of brand associations in team sport: Empirical evidence from consumers of professional sport. Journal of Sport Management, 16(1), 54-81.
Goldberg, M. E., & Hartwick, J. (1990). The effects of advertiser reputation and extremity of advertising claim on advertising effectiveness. Journal of Consumer Research, 17(2), 172-179.
Guttmann, A. (1986). Sports spectators. New York: Columbia University Press.
Greco, F., & Polli, A. (2020). Emotional Text Mining: Customer profiling in brand management. International Journal of Information Management, 51, 101934.
Hajli, M., & Hajli, M. (2013). Organisational development in sport: co‐creation of value through social capital. Industrial and Commercial Training, 45(5), 283-288.
Halldorsson, V. (2020). National sport success and the emergent social atmosphere: The case of Iceland. International Review for the Sociology of Sport, 56(4), 471-492.
Hambrick, M. E., Simmons, J. M., Greenhalgh, G. P., & Greenwell, T. C. (2010). Understanding professional athletes’ use of Twitter: A content analysis of athlete tweets. International Journal of Sport Communication, 3(4), 454-471.
Hayes, M. (2020). Social media and inspiring physical activity during COVID-19 and beyond. Managing Sport and Leisure. doi: doi.org/10.1080/23750472.2020.1794939
He, W., Zha, S., & Li, L. (2013). Social media competitive analysis and text mining: A case study in the pizza industry. International Journal of Information Management, 33(3), 464-472.
Heere, B., & James, J. D. (2007). Stepping outside the lines: Developing a multi- dimensional team identity scale based on social identity theory. Sport Management Review, 10(1), 65-91.
Heere, B., James, J., Yoshida, M., & Scremin, G. (2011). The effect of associated group identities on team identity. Journal of Sport Management, 25(6), 606-621.
Hertzog, C., Sakurai, S., Hirota, K., & Nojima, T. (2020). Toward Augmented Reality Displays for Sports Spectators: A Preliminary Study. In Multidisciplinary Digital Publishing Institute Proceedings, 49(1), 129.
Hsu, H. G. (2020 December 29). The Covid-19 hits the world. udn.com. https://topic.udn.com/event/COVID19_oneyearchart
Hsu, J. J., Chang, C. H., Ma, S. C., & Rotherham, I. D. (2020). Translation and Cross-National Validation of Team Identification Scale. Journal of Taiwan Society for Sport Management, 20(2), 133-159.
Hussain, W. (2020). Role of social media in COVID-19 pandemic. The International Journal of Frontier Sciences, 4(2), 59-60.
Islam, A. N., Laato, S., Talukder, S., & Sutinen, E. (2020). Misinformation sharing and social media fatigue during COVID-19: An affordance and cognitive load perspective. Technological Forecasting and Social Change, 159, 120201.
Jahn, B. and Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344-361.
Jeong, Y., Kim, S. K., & Yu, J. G. (2019). Determinants of behavioral intentions in the context of sport tourism with the aim of sustaining sporting destinations. Sustainability, 11(11), 3073.
Jia, S. S. (2018). Leisure motivation and satisfaction: a text mining of yoga centres, yoga consumers, and their interactions. Sustainability, 10(12), 4458.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. The Public Opinion Quarterly, 37(4), 509-523.
Kavanagh, D. (2019, June 4). 5 Things to know about sport on social media. GWI. https://blog.globalwebindex.com/chart-of-the-week/sport-social-media/
Kersting, N. (2007). Sport and national identity: A comparison of the 2006 and 2010 FIFA World Cups. Politikon, 34(3), 277-293.
Kim, Y. S., & Kim, M. (2019). ‘A wisdom of crowds’: social media mining for soccer match analysis. IEEE Access, 7, 52634-52639.
Larkin, B. A., & Fink J. S. (2016). Fantasy sport, FoMO, and traditional fandom: How second-screen use of social media allows fans to accommodate multiple identities. Journal of Sport Management, 30, 643 -655.
Lee, C. S., & Ma, L. (2012). News sharing in social media: The effect of gratifications and prior experience. Computers in Human Behavior, 28(2), 331-339.
Li, B. (2016), “Why we follow: exploring how culture shapes users’ motivation for following sport organizations on Twitter and Weibo”, doctoral dissertation, University of Arkansas, Fayetteville, AR.
Lin, J. H. & Lin (2014). The Effect of Sport Event Fans' Identification on Supportive Behaviors: Evidence from the Social Identity Theory. Journal of Leisure and Recreation Industry Management, 7(2), 1-17.
Liu, I. L., Cheung, C. M., & Lee, M. K. (2010). Understanding Twitter Usage: What Drive People Continue to Tweet. Pacis, 92, 928-939.
Liu, H., Gao, P., & Xiao, Y. (2018, June 6-8). New words discovery method based on word segmentation result [Paper presentation]. In 2018 IEEE/ACIS 17th International Conference on Computer and Information Science, Singapore.https://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=8466490
Lu, W., & Stepchenkova, S. (2015). User-generated content as a research mode in tourism and hospitality applications: Topics, methods, and software. Journal of Hospitality Marketing & Management, 24(2), 119-154.
Ma, L., & Zhang, Y. (2015, October 29- November 1). Using Word2Vec to process big text data [Paper presentation]. In 2015 IEEE International Conference on Big Data, Santa Clara, CA, USA.
Ma, S. C., & Kaplanidou, K. (2020). Service quality, perceived value and behavioral intentions among highly and lowly identified baseball consumers across nations. International Journal of Sports Marketing and Sponsorship, 21(1), 46-69.
Mainieri, B. O., Braga, P. H. C., da Silva, L. A., & Omar, N. (2017, November 2-4). Text Mining of Audience Opinion in eSports Events [Paper presentation]. SBC– Proceedings of SBGames 2017, Curitiba, PR, Brazil.
Majumdara, B., & Nahab, S. (2020). Live sport during the COVID-19 crisis: fans as creative broadcasters. Sport in Society, 23(7), 1091-1099. https://ieeexplore.ieee.org/stamp/stamp.jsp?arnumber=7364114
Mann, R. H., Clift, B. C., Boykoff, J., & Bekker, S. (2020). Athletes as community; athletes in community: covid-19, sporting mega-events and athlete health protection. British Journal of Sports Medicine. 54(18), 1071-1072. http://www.sbgames.org/sbgames2017/papers/IndustriaShort/174985.pdf
Masteralexis, L.P, Barr, C.A., & Hums, M.A. (2009). Principles and Practice of Sport Management. London, UK: Jones and Bartlett Learning
Mastromartino, B., Ross, W. J., Wear, H., & Naraine, M. L. (2020). Thinking outside the ‘box’: a discussion of sports fans, teams, and the environment in the context of COVID-19. Sport in Society, 23(11), 1707-1723.
McCarthy, B. (2013). Consuming sports media, producing sports media: An analysis of two fan sports blogospheres. International Review for the Sociology of Sport, 48(4), 421-434.
McQuail, D. (1983). Mass communication theory: An introduction. London, England: SAGE Publications Ltd.
Mills, S. K. (2020 December 10). Taiwan should host more world-class sporting events in the post-pandemic world. Common Wealth Magazine. https://english.cw.com.tw/article/article.action?id=2870
Moliner-Tena, M. A., Monferrer-Tirado, D., & Estrada-Guillén, M. (2019). Customer engagement, non-transactional behaviors and experience in services. International Journal of Bank Marketing, 37(3), 730-754.
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46.
Naja, M. M. F., & Mohamed, M. I. I. (2017). Analysis of systematic data mining approaches for achieving competitive advantage by monitoring social media. University of Kotelawala Defence. http://ir.kdu.ac.lk/handle/345/1700
O’Brien, M. (2010). Unobtrusive research Methods: An interpretative essay. Practicing Media Research, 1-15. http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.473.5279&rep=rep1&type=pdf
Ozbay, F. A., & Alatas, B. (2020). Fake news detection within online social media using supervised artificial intelligence algorithms. Physica A: Statistical Mechanics and Its Applications, 540, 123174.
Palmer, D. D. (1997). A trainable rule-based algorithm for word segmentation. In Proc. Annual Meeting of ACL, Madrid.
Pan, Z., Lu, Y., Wang, B., & Chau, P. Y. (2017). Who do you think you are? Common and differential effects of social self-identity on social media usage. Journal of Management Information Systems, 34 (1), 71-101.
Pang, P. C. I., Cai, Q., Jiang, W., & Chan, K. S. (2021). Engagement of Government Social Media on Facebook during the COVID-19 Pandemic in Macao. International Journal of Environmental Research and Public Health, 18(7), 3508.
Parnell, D., Widdop, P., Bond, A., & Wilson, R. (2020). COVID-19, networks and sport. Managing Sport and Leisure. https://www.tandfonline.com/doi/full/10.1080/23750472.2020.1750100
Patton, M. Q. (2002). Two decades of developments in qualitative inquiry: A personal, experiential perspective. Qualitative Social Work, 1(3), 261-283.
Penfold, T. (2019). National identity and sporting mega-events in Brazil. Sport in Society, 22(3), 384-398.
Piehler, R., Schade, M., Kleine-Kalmer, B., & Burmann, C. (2019). Consumers’ online brand-related activities (COBRAs) on SNS brand pages. European Journal of Marketing, 53(9), 1833-1853.
Pronschinske, M., Groza, M. D., & Walker, M. (2012). Attracting Facebook'fans': The importance of authenticity and engagement as a social networking strategy for professional sport teams. Sport Marketing Quarterly, 21(4), 221-231.
PTT (n.d.). PTT introduction. Retrieved January 8, 2021, from https://www.ptt.cc/index.html
PTT (n.d.). PTT Encyclopedia. Retrieved January 8, 2021, from https://pttpedia.fandom. com/zh/wiki/PTT%E9%84%89%E6%B0%91%E7%99%BE%E7%A7%91
Qian, T. Y. (2021). Watching sports on Twitch? A study of factors influencing continuance intentions to watch Thursday Night Football co-streaming. Sport Management Review, 23(5), 1-22.
Raza, S. A., Qazi, W., Shah, N., Qureshi, M. A., Qaiser, S., & Ali, R. (2020). Drivers of intensive Facebook usage among university students: an implication of U&G and TPB theories. Technology in Society, 62, 101331.
Reynolds, B. L., & Wang, S. L. (2014). An investigation of the role of article commendation and criticism in Taiwanese university students' heavy BBS usage. Computers & Education, 78, 210-226.
Ruggiero, T.E. (2000). Uses and Gratifications Theory in the 21st Century. Mass Communication & Society, 3(1), 3-37.
Santos, T. O., Correia, A., Biscaia, R., & Pegoraro, A. (2019). Examining fan engagement through social networking sites. International Journal of Sports Marketing and Sponsorship, 20(1), 163-183.
Sanderson, J. (2013). From loving the hero to despising the villain: Sports fans, Facebook, and social identity threats. Mass Communication and Society, 16 (4), 487-509.
Saridakis, C., Baltas, G., Oghazi, P., & Hultman, M. (2016). Motivation recipes for brand‐related social media use: A Boolean—fsQCA approach. Psychology & Marketing, 33(12), 1062-1070.
Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring consumers' engagement with brand-related social-media content. Journal of Advertising Research, 56(1), 64–80.
Smith, L. R., & Smith, K. D. (2012). Identity in Twitter’s hashtag culture: A sport-media- consumption case study. International Journal of Sport Communication, 5(4), 539-557.
Smith, T. W., & Jarkko, L. (1998). National pride: A cross-national analysis. Chicago, IL: National
OpinionResearch Center, University of Chicago.
Smith, T. W. and Kim, Seokho (2006). National Pride in Transnational and Temporal Perspective. International Journal of Public Opinion Research, 18, 127-136.
Sharpe, S., Mountifield, C., & Filo, K. (2020). The social media response from athletes and sport organizations to COVID-19: An altruistic tone. International Journal of Sport Communication, 13(3), 474-483.
Shreffler, M., Hancock, M., & Schmidt, S. (2015). Organizational Representation through Twitter: An Examination of the WNBA. Global Sport Business, 3, 42-52.
Spielmann, N., Maguire, J. S., & Charters, S. (2018). Product patriotism: How consumption practices make and maintain national identity. Journal of Business Research, 121, 389-399.
Simon, F., & Tossan, V. (2018). Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media. Journal of Business Research, 85, 175-184.
Silverman, M. (2020, March 9). To slow spread of coronavirus, MLB, NHL, NBA, and MLS will close doors to media. Bostonglobe. https://www.bostonglobe.com/2020/03/09/sports/unprecedented-joint-statement-mlb-nhl-nba-mls-will-close-doors-media-because-coronavirus/
Skinner, J., & Smith, A. C. (2021). Introduction: sport and COVID-19 : impacts and challenges for the future. European Sport Management Quarterly. doi: doi.org/10.1080/16184742.2021.1925725
Sundar, S. S., & Limperos, A. M. (2013). Uses and grats 2.0: New gratifications for new media. Journal of Broadcasting & Electronic Media, 57(4), 504-525.
Szczepkowski, J (2021). Building and maintaining the relationship with football fans during COVID-19. Journal of Physical Education and Sport, 21(2), 1270-1275.
Tan, T.-C., & Lee, J. W. (2020). Covid-19 and sport in the Asia Pacific region. Sport in Society, 23(12), 1883–1888.
Tajfel, H. (1974). Social identity and intergroup behaviour. Social Science Information, 13(2), 65-93.
Teo, L. X., Leng, H. K., & Phua, Y. X. P. (2019). Marketing on Instagram: Social influence and image quality on perception of quality and purchase intention. International Journal of Sports Marketing & Sponsorship, 20(2), 321–332.
Tsuji, Y., Bennett, G., & Zhang, J. (2007). Consumer satisfaction with an action sports event. Sport Marketing Quarterly, 16(4), 199-208.
Tsordia, C., Papadimitriou, D., & Parganas, P. (2018). The influence of sport sponsorship on brand equity and purchase behavior. Journal of Strategic Marketing, 26(1), 85-105.
Trail, G. T., Anderson, D. F., & Fink, J. S. (2005). Consumer satisfaction and identity theory: A model of sport spectator conative loyalty. Sport Marketing Quarterly, 14(2), 98-111.
Trail, G. T., Fink, J. S., & Anderson, D. F. (2003). Sport spectator consumption behavior. Sport Marketing Quarterly, 12(1), 8-17.
Vale, L., & Fernandes, T. (2018). Social media and sports: driving fan engagement with football clubs on Facebook. Journal of Strategic Marketing, 26(1), 37-55.
Van Bavel, J. J., Baicker, K., Boggio, P. S., Capraro, V., Cichocka, A., Cikara, M., ... & Drury, J. (2020). Using social and behavioural science to support COVID-19 pandemic response. Nature Human Behaviour, 4, 460–471.
Wakefield, K. (2016). Using fan passion to predict attendance, media consumption, and social media behaviors. Journal of Sport Management, 30(3), 229-247.
Wakefield, K. L., & Blodgett, J. G. (1994). The importance of servicescapes in leisure service settings. Journal of Services Marketing, 8(3),66-76.
Warren, C. J. (2011). Understanding the impact of core product quality on customer satisfaction, team identification, and service quality. University of Minnesota.
Watanabe, Y., Gilbert, C., Aman, M. S., & Zhang, J. J. (2018). Attracting international spectators to a sport event held in Asia: The case of formula one Petronas Malaysia grand prix. International Journal of Sports Marketing and Sponsorship, 19(2), 194-216.
Watkins, B. A. (2014). Social identification and social media in sports. In A.C. Billing & M.Hardin (Eds.) Routledge handbook of Sport and New Media. New York, NY: Routledge.
Webb, W., Nasco, S., Riley, S., & Headrick, B. (1998). Athlete identity and reactions to retirement from sports. Journal of Sport Behaviour, 21, 338-362.
Westerbeek, H. M., & Shilbury, D. (2003). A conceptual model for sport services marketing research: Integrating quality, value and satisfaction. International Journal of Sports Marketing and Sponsorship, 5(1), 3-23.
Williams, F., Phillips, A. F., & Lum, P. (1985). Gratifications associated with new communication technologies. Media gratifications research: Current Perspectives, 3(2), 241-252.
Wolford, J. (2012, April 27). 83% of sports fans use social media while watching the game. WebProNews. https://www.webpronews.com/83-of-sports-fans-use-social-media-while-watching-the-game-infographic
Wu, S. H., Tsai, C. Y. D., & Hung, C. C. (2012). Toward team or player? How trust, vicarious achievement motive, and identification affect fan loyalty. Journal of Sport Management, 26(2), 177-191.
Yan, W. T. (2020, May 8). The reporter. https://www.twreporter.org/a/photo-covid-19- Taiwan-first- baseball-game-with-fans
Yazici, M. A., Mudigonda, S., & Kamga, C. (2017). Incident detection through twitter: organization versus personal accounts. Transportation Research Record, 2643(1), 121-128.
Yılmaz, H., & Enginkaya, E. (2015). Brand followers: motivations and attitudes of consumers to follow brands in social media. International Journal of Internet Marketing and Advertising, 9(1), 3-20.
Yoshida, M., Gordon, B., Nakazawa, M., & Biscaia, R. (2014). Conceptualization and measurement of fan engagement: Empirical evidence from a professional sport context. Journal of Sport Management, 28(4), 399-417.
Yu, C. P., Shih C. M., & Kuo H. K. H. (2019). Applying text mining techniques to sexual issues on PTT feminine. Studies in Sexuality, 9(2), 63-89.
Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27-36.
Zhao, Y. (2013). Analyzing twitter data with text mining and social network analysis. In Proceedings of the 11th Australasian data mining and analytics conference, 23, 41-47.