Abstract
Purpose: The purpose of this research is to verify the effect of professional baseball club teams’ SNS activity on their fan’s emotional response, team image, and team identification in the Covid-19 pandemic in order to provide effective ways and directions to communicate with their fans to the club.BR Method: The data were obtained from participants who attended baseball games or joined the team’s official SNS homepage. A total of 381 questionnaires were analyzed using frequency, descriptive statistical, reliability, confirmatory factor, correlation analysis and structural equation modeling.BR Results: First, information gained from team SNS activity in the Covid-19 pandemic had a positive effect on the emotional response. Second, the emotional response had a positive effect on the team image. Third, the emotional response had a positive effect on team identification. Fourth, the team image had a positive effect on team identification.BR Conclusion: Therefore, it is suggested that drawing positive emotional response from fans through SNS plays a key role to enhance the team image and team identity in the current un-tact circumstances.
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