Wednesday, June 8, 2016

Study: Star Effect Has No Lasting Impact On Fan Interest

In the past, MLB teams could trade for or sign a "star" player and expect a boost in engagement with their fan base. However, a new academic study suggests that—in the social media age—the "star"-induced bump in fan engagement is short-lived at best. In fact, the study found no long-term increase in social media engagement (specifically, Twitter) after a star player was acquired by MLB teams. Fans yearn for a more direct social connection with teams—beyond the superficial pull of star power. According to the study (University of Missouri), failure to more substantively engage fans in social media will only encourage them to move on to more exciting things. The Steinbrenner Boys (Tweedle-Dumb and Tweedle-Dumber) could not be reached for comment.