Additionally, a website is said to be most effective when used in conjunction
with other marketing communication efforts. Sport communication plays a vital role
in the management of sport. Without sport communication, professionals would be
unable to set strategy, advertisers would be unable to promote, and members of the
media would be unable to cover sports. If sport professionals could not communicate,
the sport industry would not experience continued growth (Strategic Sport Communication,
2007: 9). We can continue to look at channel of communication and mass communication
and how it works. It is necessary to review the mass communication theories: the uses
and gratification theory (Katz, Gurevich, Hass, 1973), and the two-step flow of
communication theory (Lazarsfeld and Katz, 1955). They are often referred in the
research on online communication and have been perceived for two decades as
fundamental to understanding consumer’s behavior concerning the mass media.