Employing social media as a marketing strategy in college sport: an examination of perceived effectiveness in accomplishing organizational objectives

With the ever evolving capabilities of integrating new media into an organization’s strategic mix, organizations, including those in sport, have found a need to employ social media as a marketing strategy. However, there continues to be concerns regarding the adoption of social media and its subsequ...

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Bibliographic Details
Published in:International review on public and nonprofit marketing 2015-07, Vol.12 (2), p.97-113
Main Authors: Dixon, Anthony W., Martinez, J. Michael, Martin, Christina L. L.
Format: Article
Language:English
Subjects:
Athletic recruitment
Business and Management
College sports
Communication
Customers
Influencer marketing
Market strategy
Marketing
Objectives
Original Article
Purchase intention
Relationship marketing
Social networks
Sports marketing
Strategic management
Studies
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Summary:With the ever evolving capabilities of integrating new media into an organization’s strategic mix, organizations, including those in sport, have found a need to employ social media as a marketing strategy. However, there continues to be concerns regarding the adoption of social media and its subsequent effectiveness and implementation. Thus, this study’s purpose was to explore the usage and perceived effectiveness of social media within intercollegiate athletics departments. Responses from 158 NCAA Division I marketing professionals were analyzed to assess social media usage and perceived effectiveness. Results suggest that most athletics departments employ social media to raise awareness and support marketing objectives, but few use it for fundraising and volunteer recruitment. Findings may assist intercollegiate athletics departments by providing evidence-based rationale to support the use of social media as an effective marketing strategy.
ISSN:1865-1984
1865-1992
DOI:10.1007/s12208-015-0134-7