Social Media in Relationship Marketing: The Perspective of Professional Sport Managers in the MLB, NBA, NFL, and NHL-Reference-Cited by-同舟云学术

Social Media in Relationship Marketing: The Perspective of Professional Sport Managers in the MLB, NBA, NFL, and NHL

Published:2017-11-16 Issue:1 Volume:7 Page:80-109
ISSN:2167-4795
Container-title:Communication & Sport
language:en
Short-container-title:Communication & Sport

Author:

Abeza Gashaw¹,O’Reilly Norm²,Seguin Benoit³

Affiliation:

1. Simmons School of Education and Human Development, Southern Methodist University, Dallas, TX, USA

2. Department of Sports Administration, University of Ohio, Athens, OH, USA

3. School of Human Kinetics, University of Ottawa, Ottawa, Ontario, Canada

Abstract

This study aims to obtain an in-depth understanding of the use, opportunities, and challenges related to social media (SM) in achieving relationship marketing (RM) goals in professional sport. Semistructured interviews were conducted with 26 managers of professional sport teams from the four major leagues in North America. Results outline the platforms adopted, the six intended objectives of SM use, the seven opportunities SM provides, and the seven challenges of SM as a RM medium. Theoretical and practical implications as well as suggestions for future research are provided.

Publisher

SAGE Publications

Subject

Social Sciences (miscellaneous),Communication

Link

http://journals.sagepub.com/doi/pdf/10.1177/2167479517740343

Reference52 articles.

1. Relationship Marketing and Social Media in Sport

2. Social Media as a Relationship Marketing Tool in Professional Sport: A Netnographical Exploration

3. Research Methods and Design in Sport Management

Cited by 61 articles. 订阅此论文施引文献订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献

1. Investigating the Effect of Social Media on Dependency and Communication Practices in Emirati Society;Social Sciences;2024-01-22

2. Bounded Impacts: Measuring Residents’ Social (Media) Event Impacts From a Major Sport Event;Event Management;2024-01-01

3. Managing Social Media Through Crisis: A Content Analysis of Instagram Posts Before and During the COVID-19 Pandemic;Sport Marketing Quarterly;2023-12

4. Connecting with fans in the digital age: an exploratory and comparative analysis of social media management in top football clubs;Humanities and Social Sciences Communications;2023-11-21

5. Digital social engagements and knowledge sharing among sports fans: Role of interaction, identification, and interface;Technological Forecasting and Social Change;2023-10