Social Media in Sports Marketing
Krasnov A. Ponomareva M. Shmeleva L. Kozlova M.
12 December 2024Cherkas Global University Press
International Journal of Media and Information Literacy
2024#9Issue 2370 - 376 pp.
Social media are playing an increasing role in today’s society, and sports industry is not an exclusion. The study explores how exactly social media affect the sports sphere. The analysis shows that several directions of this influence can be underlined. They include an impact on fans/consumers, sport clubs and organizations, players’ and athletes’ personal brands and sport-related businesses. Social media has changed the way sports content is consumed in many ways. Previously, broadcasts were conducted only on official channels such as television. The study concludes that fan engagement is the key channel that allows clubs and organizations to monetize this attention using several models. Also, the study suggests the ways of enhancing the interaction between sport brands and their fan base. As clubs and particular players have become brands, fans want to know more about them, and clubs should satisfy this demand. Organizing activities such as charity meetings, autograph sessions, presentations, issuing special video content are other methods for enhancing fan engagement.
fan engagement , marketing mix , social media , sport brand , sport marketing
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Financial University under the Government of the Russian Federation, Moscow, Russian Federation
D. Serikbayev East Kazakhstan Technical University, Ust-Kamenogorsk, Kazakhstan
Financial University under the Government of the Russian Federation
D. Serikbayev East Kazakhstan Technical University
10 лет помогаем публиковать статьи Международный издатель
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