Points of attachment on social media

Exploring similarities and differences between Chinese and western national basketball association fans

Bo Li, Stephen W. Dittmore, Olan K.M. Scott

Research output: Contribution to journalArticle

2 Citations (Scopus)


Given the availability and usage of Twitter, professional sport organizations attempt to embrace this emerging medium to engage with sports fans around the world. While many sports fans use Twitter globally, Chinese sports fans primarily embrace localized social media platforms, such as Weibo, to follow their favourite teams because many international mainstream social media services are banned in China. This study aimed to investigate the similarities and differences between Chinese National Basketball Association (NBA) fans and Western NBA fans in terms of their social media usage and points of attachment to a team with a global presence. The results revealed that Chinese digital NBA fans expressed higher dependence on using social media in their daily life compared to Western counterparts. In terms of sports fans’ points of attachment, Chinese NBA fans had higher associations with basketball, NBA players, and the NBA than Western counterparts, while Western fans perceived a higher attachment to the team.

Original languageEnglish
Pages (from-to)201-215
Number of pages15
JournalAsia Pacific Journal of Sport and Social Science
Issue number3
Publication statusPublished - 1 Jan 2017


Cite this