Online Questionnaire (Stage 3) Pilot Study

This section replicates the online questionnaire used in the pilot study for my intermediate submission for stage 3 in English.

Survey: Experiencing FC Basel through live video on social media

Thank you for agreeing to take part in this survey for my doctoral research at Heriot-Watt University (UK). The purpose is to learn about the preferences that football fans and followers of FC Basel have in regard to live video on social media (e.g. Facebook, Twitter, Instagram, YouTube, etc.) produced by the club.

Your participation is confidential and it should take you less than 5 minutes to complete.

Please consider the following:

  • All questions refer to «Live videos on social media by FC Basel».
  • Your answers shall reflect your preference and opinion. There are no right or wrong answers.
  • Examples are provided to help responses, but are not exhaustive.

Thank you. – Sebastiano Mereu, @sebinomics

[Break]

#1 Brand experience: Informative content

To what extent do you agree with the following statements?

I am interested in watching FC Basel’s live videos on social media, if the live video…

  • provides general news about the club, players, and staff.
  • provides pre- and post-match interviews or press conferences.
  • provides uncommented content of the team on matchday, e.g. team arrivals, warm-up, tunnel views, or similar.
  • provides uncommented content of the team NOT on matchday, e.g. training sessions, team departure for match abroad, or similar.
  • provides exclusive content.
  • provides hosted segments dedicated to a specific niche, e.g. club finance, brand analysis, social connection, or similar.
  • provides gossip.
  • provides expert and pundit commentary and analysis.

[Break]

#2 Brand experience: Aesthetics, emotions, interaction

To what extent do you agree with the following statements?

I am interested in watching FC Basel’s live videos on social media, if the live video…

  • is rather short, i.e. less than 10 minutes long.
  • is shot in the midst of where the action is happening, e.g. stadium, fan event, etc.
  • follows traditional TV production aesthetics, e.g. camerawork, logo/watermark, studio setting, etc.
  • is joyful.
  • fosters pride.
  • discusses serious issues.
  • provides the opportunity to ask questions to club representatives and have them answered on air.
  • is used as a platform for club representatives to ask for my opinion.
  • provides the opportunity to interact with other live viewers.

[Break]

#3 About you as a fan or follower

To what extent do you agree with the following statements?

  • I am well informed about any matter concerning the club.
  • General aesthetics of the club are important to me, e.g. jersey design, match-day choreography, website, video production, etc.
  • It is important to me to show my affiliation with the club.
  • I engage in any kind of interaction with the club, e.g. singing at a match, fan events, online polls, online Q&A’s with players, etc.

[Break]

#4 Viewer loyalty

To what extent do you agree with the following statements?

  • I will watch the club’s live videos in the future.
  • I will add positive or negative comments or reactions to the club’s live videos.
  • I will share the club’s live videos on my social media.
  • I am willing to engage in extra effort to watch the club’s live videos.
  • Even if I see more live videos of other clubs on social media, it will not reduce my interest in watching live videos of the club.
  • I expect the club’s live videos on social media to provide content I seek.

[Break]

General questions

  • Your gender
male female
  • Your age
0-17 18-24 25-34 35-44 45-54 55-64 65+
  • What social media app or site do you use most in general?
(Dropdown menu)
  • Where do you live?
(Country dropdown menu)

[break]

Thank you very much for your participation. Feel free to contact me on Twitter or Instagram. – @sebinomics

[End online questionnaire]

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