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    HUYNH KHANH LINH - 104993667 MDA20011 Sportadvertisingmedia

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    HUYNH KHANH LINH - 104993667 MDA20011 Sportadvertisingmedia

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    HUYNH KHANH LINH _ 104993667 MDA20011 Sportadvertisingmedia

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    HUYNH KHANH LINH - 104993667 MDA20011 Sportadvertisingmedia

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    SEM 3, YEAR 1 | SEM MAY2024

    MDA20011
    SPORTS/ADVERTISING/MEDIA

    SOCIAL MEDIA CONTENT ANALYSIS


    STUDENT NAME HUYNH KHANH LINH
    STUDENT ID 104993667
    WORD COUNT 668 (EXCLUDING REFERENCE)
    LECTURER OANH TRUONG
    SUBMISSION DATE MAY 9TH,2024
    INTRODUCTION
    The blending of sports and social media has transformed how fans
    engage in the realm of esports, where digital platforms play a role, in
    connecting people worldwide. T1 League of Legends a revered
    esports team from South Korea showcases this shift well. Their smart
    utilization of media enhances their achievements and strengthens
    their bond with fans. Esports involves video gaming through
    organized competitions with prize money at stake. In contrast to
    sports esports heavily relies on avenues for its development.
    According to Wagner (2020), the global esports industry is rapidly. Is
    projected to exceed $1.1 billion in revenue driven by media deals,
    sponsorships, and advertisements. Established in 2013 T1 has secured
    titles, including three League of Legends World Championships. This
    research delves into an analysis of T1’s social media presence on
    Facebook exploring the nature of content shared, fan interactions,
    and the overall impact, on levels and brand perception.
    RESEARCH
    QUESTIONS
    What specific types of content do T1's fans prefer to engage with?

    Is there a variety in the contents T1 post? And how frequently is the


    content uploaded?

    What are the average likes, comments, shares, and views for different
    types of posts?

    DATA

    Type of contents with highest engagement numbers

    Formats of communication and enagagement numbers of T1 Facebook posts in


    May 2024
    Type pf content and engagement numbers of T1 Facebook posts in May 2024

    Full Google Sheet Link


    ANALYSIS
    T1 League of Legends, one of the most well-known esports teams in
    the world, uses social media strategically to improve both competitive
    performance and fan interactions, as well as develop a strong online
    presence (Newzoo, 2023). Their social media approach is varied,
    including celebratory postings, interactive material, and infographics
    to cater to their diversified fan base (Park, 2021). T1 alone submitted
    37 posts to Facebook in May 2024, each to connect with audiences
    and increase interaction.

    Victory announcement postings are among the most engaging sorts


    of material for T1 supporters since they recall the psychological
    phenomena known as Basking in Reflected Glory (BIRGing), in
    which followers enjoy the team's achievement as if it were their own
    (Cialdini et al., 1976). This engagement not only improves the
    supporters' spirits but also enhances their bond to the team.
    Additionally, postings emphasizing team relationships, wishing
    individuals happy birthdays, and offering post-match information,
    like as after their important encounter versus BLG in the Group
    Stage, received a lot of attention. Infographics and posters are
    particularly successful in communicating important facts such as
    match schedules, results, and future opponents, hence improving fan
    experience and engagement (Seo, 2016).
    In addition to content diversity, T1 maintains a consistent posting
    schedule, averaging 2-3 posts per day on many different platforms.
    This regularity ensures that fans are continuously engaged and
    informed, especially during peak times such as ongoing tournaments
    and important matches (Smith & Taylor, 2020). This approach has
    many benefits, maintaining fan interest and demonstrating T1's vision
    and relevance in the competitive esports scene.

    Social media metrics play an important role in gauging T1's


    engagement and audience reach. Metrics such as likes, comments,
    shares, and views are important indicators of content effectiveness
    and audience engagement (Kaplan & Haenlein, 2010). On average,
    T1's Facebook posts receive about 6.7 thousand likes, 206 comments,
    and 337 shares per post. These metrics highlight the active and
    enthusiastic engagement of the T1 fan community, demonstrating
    strong community bonds and high levels of content resonance. A
    significant number of likes indicates widespread approval and interest
    in T1's content, while comments reflect a deeper level of engagement
    and interaction, where fans actively discuss and share their views.
    Furthermore, the significant number of shares demonstrates fans'
    willingness to amplify T1's content on their social networks,
    expanding the team's influence and expanding its audience reach.

    In conclusion, League of Legends T1 utilizes a diversified and


    comprehensive social media strategy that not only improves
    competitive performance but also increases fan engagement and
    develops an online community. vibrant route. T1 efficiently
    communicates with its worldwide fan group by using a variety of
    engaging content forms and keeping a consistent publishing schedule.
    This results in high engagement and loyalty. This comprehensive
    social media approach establishes T1 as an esports engagement leader
    while also emphasizing the increasing significance of digital platforms
    for creating fan bases in modern sports.
    INTRODUCTION
    Wagner, M. (2020). The global esports market report. Journal of
    Gaming & Virtual Worlds, 12(1), 55-70.

    Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The
    challenges and opportunities of Social Media. *Business Horizons,
    53*(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003

    Newzoo. (2023). Global Esports Market Report. Retrieved from


    https://newzoo.com/insights/articles/global-esports-market-report/.

    Cialdini, R. B., Borden, R. J., Thorne, A., Walker, M. R., Freeman,


    S., & Sloan, L. R. (1976). Basking in reflected glory: Three (football)
    field studies. Journal of Personality and Social Psychology, 34(3), 366-
    375. https://doi.org/10.1037/0022-3514.34.3.366

    Park, J. H. (2021). The role of social media in shaping fan


    engagement: A case study of T1 League of Legends. International
    Journal of Esports Research, 3(2), 85-98.

    Seo, Y. (2016). Professionalized consumption and identity


    transformations in the field of esports. Journal of Business Research,
    69(1), 91-99. https://doi.org/10.1016/j.jbusres.2015.07.039

    Smith, J., & Taylor, T. (2020). Visual content and engagement: A


    study of sports organizations on social media. Journal of Digital
    Marketing, 8(2), 30-45.

    Cialdini, R. B., Borden, R. J., Thorne, A., Walker, M. R., Freeman,


    S., & Sloan, L. R. (1976). Basking in reflected glory: Three (football)
    field studies. Journal of Personality and Social Psychology, 34(3), 366-
    375. https://doi.org/10.1037/0022-3514.34.3.366

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