Social Media in Relationship Marketing: The Perspective of Professional Sport Managers in the MLB, N...

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Bibliographische Detailangaben
Beteiligte: Abeza, Gashaw, O’Reilly, Norm, Seguin, Benoit
In: Communication & Sport, 7, 2019, 1, S. 80-109
veröffentlicht:
SAGE Publications
Medientyp: Artikel, E-Artikel

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Umfang: 80-109
ISSN: 2167-4795
2167-4809
DOI: 10.1177/2167479517740343
veröffentlicht in: Communication & Sport
Sprache: Englisch
Schlagwörter:
Kollektion: SAGE Publications (CrossRef)
Inhaltsangabe

<jats:p> 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. </jats:p>