For brands like Nike, Adidas and Reebok, buzz volume was significantly impacted by new product and campaign launches. The introduction of Nike's new basketball sneakers and the launch of Adidas' and Reebok's campaigns in Q4 are key examples of how buzz volumes can increase for brands at different times. It was also found that many sports fans utilize brand assets for creating original content. This can be seen in the way netizens have begun to showcase their individuality and style through DIY sneakers, particularly with graffiti art. In response to this, brands such as Nike and Mizuno have developed campaigns and products as an outlet for such activities.
Online community platforms like BBS continue to see avid sports fans becoming confident in expressing themselves and "showing off" sports collections. This trend can be leveraged by brands as an avenue for higher visibility in front of large online audiences. Regarding sports categories, basketball and football (soccer) dominated the buzz.
Interestingly, the study indicated that while basketball fans tend to discuss players, football fans focused more discussion on teams. Yao Ming was the most talked-about athlete with 7.7% share of voice. Other basketball players that topped the list included Kobe Bryant and Tracy McGrady. The Houston Rockets led the way in team buzz, achieving 13% share of voice. Football teams AC Milan and Manchester United followed close after. In a similar respect to sports brand buzz, IWOM surrounding sports teams and athletes was found to be impacted according to certain situations. For example, when Yao Ming was due to play his first match against Yi Jianlian, Yao Ming's fans prepared articles to show added support. AC Milan fans also bumped the team buzz up with collaborative support online, namely during crucial matches against rivals such as "Milan Derby".
Perhaps the most insightful aspect of this study is the light it sheds on sports net culture and the online platforms that allow for this growing concept. E-zines (e-magazines) are a lucid example of this, acting on one hand as and outlet for brands in distributing information, but also enabling brands to cultivate long term relationships with key netizens or fan communities. "Group reporting" was found to be another popular element of sports net culture, whereby a group of passionate and professional sports fans discuss or report games. This trend can be a rich source of valuable content brands as well as a facilitator of netizen co-operation. Evidence of such benefits are already emerging, with NBA selecting bloggers to contribute to and write match reports for its official website.
Overall, it is clear through this study that more and more online users in mainland China are engaging not only in the sharing of information, but also in the expression of self. In a country where restraints on information exchange sill exist, a sound understanding of what is being said within online communities and on alternative platforms will continue to be of great value to both netizens and brands alike.
