作　　者： (张一萌）; (李延超）;

机构地区： 上海体育学院经济管理学院,上海200438

出　　处： 《体育研究与教育》 2017年第4期45-48,53,共5页

摘　　要： 从符号互动理论视角出发,探讨马拉松与网络社交媒体互动关系。研究认为参与者出于热爱马拉松、自我展示和炫耀、形象管理、促进社会化成长和社交需求等因素导致了网络社交媒体与马拉松运动的互动。一方面,网络社交媒体能够加快马拉松运动发展、推进相关赛事的进程,有利于赛事主办方获取赛事反馈,从而为参赛者提供更好的运动体验;另一方面,马拉松运动也在扩大网络社交媒体社会影响力,获得更多消费者认同度和忠诚度等方面做出了贡献。 Based on the interaction theory and exploring marathon and online social media,this paper concludes that love of marathon,self-show,image management,socialization and social demand result in interaction between marathon and online social media. In addition,this article mainly elaborates the mutual influence between the social media and the marathon. On the one hand,online social media speed up the development of marathon and promote the process of related events,and then help the event organizers get feedback from the tournament. On the other hand,the marathon movement also contributed to expanding the influence of online social media,gaining more consumer recognition and loyalty.

关 键 词： 符号互动理论 马拉松 网络社交媒体 关系