Who is the better player? Off-field battle on Facebook and Twitter

Social media networks have become essential to the modern business world, and are especially vital for sports firms and athletes. Social media networks are new channels for firms to connect with their audience and establish a social customer relationship. For sports firms, athletes play a special ro...

Full description

Saved in:
Bibliographic Details
Published in:Business horizons 2016-03, Vol.59 (2), p.175-183
Main Authors: Tiago, Teresa, Tiago, Flávio, Faria, Sandra Dias, Couto, João Pedro
Format: Article
Language:English
Subjects:
Athletes
Brand equity
Customer relations
Customer Relationship Management
Facebook and Twitter
Fan engagement
Social media
Social networks
Sports marketing
Studies
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Social media networks have become essential to the modern business world, and are especially vital for sports firms and athletes. Social media networks are new channels for firms to connect with their audience and establish a social customer relationship. For sports firms, athletes play a special role, as they are the firms’ ambassadors and the focus of virtual communities of fans. For most athletes, social media is a powerful tool to take advantage of their time in the spotlight. However, social media has much more potential. This work analyzes the social media profile and content created by six well-known sports figures—Cristiano Ronaldo, Lionel Messi, Tom Brady, Aaron Rodgers, LeBron James, and Kevin Durant—to develop a model (STAR) for social media use. The adoption of this model can enhance fan engagement online and therefore increase athletes’ and firms’ brand value and connectivity with consumers.
ISSN:0007-6813
1873-6068
DOI:10.1016/j.bushor.2015.11.003