Co-producing virtual consumption extraordinary experiences: a netnography of Brazilian NBA fans

The concept of extraordinary experience in the consumer culture tradition it is a seminal theme since 1980. Over the last few decades, discussions have advanced to incorporate virtual ambiance, prosumption abilities, and interaction between peers. Likewise, the consumption of sports leagues has been...

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Bibliographic Details
Published in:Base (São Leopoldo, Rio Grande do Sul, Brazil) Rio Grande do Sul, Brazil), 2024-04, Vol.21 (1)
Main Authors: De Souza-Leão, André Luiz Maranhão, Moura, Bruno Melo, Carneiro-Leão, Fernando Sacic, Henrique, Vitor de Moura Rosa
Format: Article
Language:English
Online Access:Get full text
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Summary:The concept of extraordinary experience in the consumer culture tradition it is a seminal theme since 1980. Over the last few decades, discussions have advanced to incorporate virtual ambiance, prosumption abilities, and interaction between peers. Likewise, the consumption of sports leagues has been reframed based on these three emerging themes. Thus, the present study seeks to understand the consumption extraordinary experiences of Brazilian NBA fans through their virtual interactions. To this end, a netnography was carried out between 2018 and 2020 on Twitter. The results point to the overlapping media and sports aspects that allow Brazilian fans of the league to experience liberating or stochastic moments and produce their performances or live adventures with NBA broadcasts. Consequently, such findings endorse the ability of sports league fans to prosume extraordinary experiences aligned with elements that reflect sports business management efforts.
ISSN:1984-8196
1984-8196
DOI:10.4013/base.2024.201.03