This study examined the marketing of the F1 Singapore Grand Prix on Facebook. The analysis showed that the social network site is limited in attracting new spectators to the event. Rather, it serves as a platform for spectators or fans to interact with each other, share experience and information, and build a virtual community. The findings suggest that sport event organisers should post on social network sites on a continued basis rather than just during the sports event. This will build up a community of fans who will continue their support in future editions of the event. More importantly, these posts should encourage discussion and sharing among fans.
Social Network Sites, Sports Events; Fan Behaviour