KBO(Korea Baseball Organization) 소속 10개 구단의 SNS 이벤트 사례 비교 분석 -2024년 4월 기준 사례를 중심으로-

초록

The purpose of this study is to analyze the cases of SNS events of each club for the cultural development of Korean professional baseball and to derive the direction of event development. To this end, we analyzed the cases of SNS events of 10 clubs belonging to the Korea Baseball Organization (KBO) league as of April 2024, and derived the direction of events pursued by each club as keywords. Based on the analysis based on the ‘participation method, purpose, grand prize, and giveaway’, most clubs were holding SNS events for all fans, and it was a simple method of participation. The purpose of the event was found to have various purposes such as ‘enhancing the team image’, ‘communication’, ‘commercial advertising’, and ‘promotion of the parent company’. Based on this, as a result of analyzing the event direction of each club through the expected effect and utilization of sports events by Kim Hee-jin (2013), it was derived as ‘Accessibility’, ‘External Exchange’, ‘Advertising’, ‘Media Utilization’, ‘Image-centered’, ‘Using Famous Players’, and ‘Regional Revitalization’. Overall, the keywords ‘Accessibility’ and ‘Media Utilization’ were found, and it was found that the direction was derived differently depending on the region and the type of parent company. However, most clubs did not actively utilize various functions of SNS, and they were utilizing event contents and strategies that did not fit the nature of sports. Therefore, for the new change in KBO culture and the active consumption of sports culture by young spectators, it was necessary to develop ‘SNS events’, a channel to communicate closest to the audience. In addition, it was necessary to actively develop event contents in connection with professional baseball. As a result, it is hoped that this study will contribute to the development of a sound national sports culture as a basic study for revitalizing sports leisure culture.

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