SOCIAL MEDIA MARKETING IN SPORTS AND USING SOCIAL MEDIA PLATFORMS FOR SPORTS FAN ENGAGEMENT
Keywords:
Social media; Sports; Fan engagement; Social media marketing; videos; cross-sectional survey; Facebook; InstagramAbstract
Background: Social media is one of the most frequently utilized platforms to share all news and information nowadays. Therefore, it remains an effectual method towards approaching the target people by using social media so it is becoming most popular for supporting fan engagement and marketing through social media. Illustration content like videos is an effectual method for conveying messages and engaging with fans. Therefore the research is aimed at examining and finding the effectiveness of the using social media platforms for fan engagement.
Methods: The standard questionnaire was adapted from past researches and a cross-sectional survey method was conducted. The sample size was 384 out of these sample size, there were 225 males and 161 females. Data about this research was collected and then analyzed by using SPSS version 23.
Results: The research showed that the majority of the sample population prefers to watch a video. They present the explanations such as it presents an obvious message as well as eliminates all confusions. It remains time saving as well as attracting for the watchers. Majority of the responses agree that social media platforms enable a better communication and connection with the teams. Facebook and Instagram are the most used social media platforms.
Conclusion: From this current research we can conclude that social media marketing by using social media platforms (mostly Facebook and Instagram) can attract people toward more engagement with their sports team. One cause is that Facebook as well as Instagram are almost effortless to have access to and also very frequently utilized nowadays. Furthermore, social media platforms are easier to convey the ideas visibly eliminating the misunderstandings also the major cause is that it saves the time of people as well as it may efficiently convey the message than any other social media platforms. All of these showings can help sport managers to better understand the wants of the fans and there increase engagement through these platforms.
Downloads
References
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., &Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190.
Abosag, I., Roper, S., & Hind, D. (2012). Examining the relationship between brand emotion and brand extension among supporters of professional football clubs. European Journal of Marketing, 46, 1233–1251.
Askool, S., & Nakata, K. (2010). A conceptual model for acceptance of social CRM systems based on a scoping study. AI & Society, 26(3), 205-220.
Benigni, V. , Porter, L. , & Wood, J. (2009). The rant: How online fan culture is revolutionizing college football. Journal of Electronic Communication , 19 (3), 1–17.
Clavio, G., & Walsh, P. (2014). Dimensions of social media utilization among college sport fans. Communication & Sport, 2(3), 261-281.
Claybaugh, E. (2020). The Use of Social Media to Advance Sports Marketing: The Atlantic Hockey Conference.
Constantinides, E., & Fountain, S. J. (2018). Web 2.0: Conceptual foundations and marketing issues. Journal of direct, data and digital marketing practice, 9(3), 231-244.
Duggan, M., Ellison, N. B., Lampe, C., Lenhart, A., & Madden, M. (2015). Social media update 2014. Pew research center, 19, 1-2.
Filo, K., Lock, D., &Karg, A. (2015). Sport and social media research: A review. Sport Management Review, 18, 166– 181.
Gadiraju, G. K. (2016). Impact of social media in sports marketing (Doctoral dissertation).
Geurin, A. N., & Burch, L. M. (2017). User-generated branding via social media: An examination of six running brands. Sport Management Review, 20(3), 273-284.
Gibson, N. (2018). An Analysis of the Impact of Social Media Marketing on Individuals’ Attitudes and Perceptions at NOVA Community College.
Harridge-March, S., & Quinton, S. (2019). Virtual snakes and ladders: social networks and the relationship marketing loyalty ladder. The marketing review, 9(2), 171-181.
Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., &Skiera, B. (2010). The impact of new media on customer relationships. Journal of service research, 13(3), 311-330.
Hilton, S., &Rague, B. (2015, October). Is video feedback more effective than written feedback?. In 2015 IEEE Frontiers in Education Conference (FIE) (pp. 1-6). IEEE.
Hon, L. C., &Grunig, J. E. (1999). Guidelines for measuring relationships in public relations. Gainesville, FL: Institution for Public Relations.
Hull, K., & Lewis, N. P. (2014). Why Twitter displaces broadcast sports media: A model. International Journal of Sport Communication, 7(1), 16-33.
Hur, Y., Ko, Y., &Valacich, J. (2007). Motivation and concerns for online sport consumption. Journal of Sport Management, 21, 521–539
Laird, S. (2011). First football endzone hashtag touches down in Mississippi. Mashable-The Social Media Guide.
Lee, J. W. (Ed.). (2010). Branded: Branding in sport business. Carolina Academic Press.
Lim, J. S., Hwang, Y., Kim, S., &Biocca, F. A. (2015). How social media engagement leads to sports channel loyalty: Mediating roles of social presence and channel commitment. Computers in Human Behavior, 46, 158-167.
Ioakimidis, M. (2010). Online marketing of professional sports clubs: Engaging fans on a new playing field. International Journal of Sports Marketing & Sponsorship, 11(4).
McCarthy, J., Rowley, J., Ashworth, C., &Pioch, E. (2014). Managing brand presence through social media: The case of UK football clubs. Internet Research, 24, 181–204
McNely, B. J. (2012, October). Shaping organizational image-power through images: Case histories of Instagram. In 2012 IEEE International Professional Communication Conference (pp. 1-8). IEEE.
Miller, R., & Lammas, N. (2010). Social media and its implications for viral marketing. Asia Pacific Public Relations Journal, 11(1), 1-9.
Mohammadkazemi, R. (2015). Sports marketing and social media. In Handbook of research on integrating social media into strategic marketing (pp. 340-358). IGI Global.
Parganas, P., Anagnostopoulos, C., & Chadwick, S. (2015). ‘You’ll never tweet alone’: Managing sports brands through social media. Journal of Brand Management, 22(7), 551-568.
Pedersen, P. M., &Thibault, L. (2018). Contemporary sport management. Human Kinetics.
Popp, B., Wilson, B., Horbel, C., &Woratschek, H. (2016). Relationship building through Facebook brand pages: The multifaceted roles of identification, satisfaction, and perceived relationship investment. Journal of Strategic Marketing, 24, 278–294
Salomon, D. (2013). Moving on from Facebook: Using Instagram to connect with undergraduates and engage in teaching and learning. College & Research Libraries News, 74(8), 408-412.
Smith, L. R., & Sanderson, J. (2015). I'm going to Instagram it! An analysis of athlete self-presentation on Instagram. Journal of Broadcasting & Electronic Media, 59(2), 342-358.
Tang, T., & Cooper, R. (2018). The most social games: Predictors of social media uses during the 2016 Rio Olympics. Communication & Sport, 6(3), 308-330.
Thackeray, R., Neiger, B. L., Hanson, C. L., & McKenzie, J. F. (2018). Enhancing promotional strategies within social marketing programs: use of Web 2.0 social media. Health promotion practice, 9(4), 338-343.
Vale, L., &Fernandes, T. (2018). Social media and sports: driving fan engagement with football clubs on Facebook. Journal of Strategic Marketing, 26(1), 37-55.
Waters, R. D., Burke, K. A., Jackson, Z. H., &Buning, J. D. (2011). Using stewardship to cultivate fandom online: Comparing how National Football League teams use their web sites and Facebook to engage their fans. International Journal of Sport Communication, 4(2), 163-177.
Watkins, B., & Lewis, R. (2014). Initiating dialogue on social media: An investigation of athletes’ use of dialogic principles and structural features of Twitter. Public relations review, 40(5), 853-855.
Williams, J., & Chinn, S. J. (2010). Meeting relationship-marketing goals through social media: A conceptual model for sport marketers. International Journal of Sport Communication, 3(4), 422-437.
Yoshida, M., Gordon, B., Nakazawa, M., &Biscaia, R. (2014). Conceptualization and measurement of fan engagement: Empirical evidence from a professional sport context. Journal of Sport Management, 28, 399–417.
Yousuf, M. S., &Ganjera, A. N. The Effects of Social Media Marketing on Sports by Using Sports Videos on Facebook and Instagram to Attract the Peoples to Watch More Sports. International Journal on Integrated Education, 3(6), 61-67.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
