The Effect of Digital Integrated Marketing Communications on Not-for-Profit Sport Consumption Behaviors

Abstract

Relationship marketing through digital forms of integrated marketing communications can provide sport organizations with a range of positive outcomes. Given decreasing participation, membership and funding pressures, sport organizations need to engage with current and prospective consumers to alleviate these concerns. Drawing on existing research in the digital communications setting, a framework illustrating the end to end integrated marketing communications function as implemented by governing bodies as a form of not-for-profit sporting organizations is presented and tested. Satisfaction with integrated marketing communications was shown to have a direct effect on relationship quality and behavioral intentions, including revenue raising, increasing participation, raising awareness, and enhancing public perception providing practical and theoretical benefits.