# NBA Digital Strategy & Fan Engagement: A Case Study
> Explore a master's thesis case study on NBA digital strategies, social media engagement, D2C monetization, and value co-creation in the attention economy.

Tags: nba, fan-engagement, digital-marketing, case-study, sports-business, social-media-strategy, monetization
## Digital Strategies, Fan Engagement & Value Creation
* **Author:** Rayane Ghediri, NEOMA Business School
* **Focus:** A qualitative case study of the NBA fan experience through digital platforms.

## Context & Research Problem
* NBA reached 83.5 billion digital views in 2024.
* Over 60% of fans under 25 prefer short-form highlights (TikTok/Instagram) over live TV.
* Challenge: Fragmented digital ecosystems and content saturation.

## Theoretical Framework
* Anchored in Customer Engagement Theory, Service-Dominant Logic (Value Co-Creation), and Platform Ecosystem Theory.

## Key Findings
* **Finding 1:** Social media acts as the daily engagement engine via algorithmic capture.
* **Finding 2:** Perceived personal agency and controlled serendipity (10-15% discovery) drive fan satisfaction.
* **Finding 3:** D2C monetization (League Pass) is cyclical and peaks during emotional moments like playoffs.
* **Finding 4:** Authenticity and proof-backed values are essential for long-term brand identification.

## Risks Identified
* **Content Saturation:** Marginal attention returns become negative at high volumes.
* **Rights Fragmentation:** Confusion over where to watch content undermines the user experience.

## Managerial Recommendations
* Focus on curation over volume.
* Implement 'micro-passes' (7-10 days) for emotional peak periods.
* Partner with independent creators as trust mediators.
* Deploy controllable personalization to allow for new content discovery.
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