Differentiation of Social Marketing and Cause-Related Marketing in US Professional Sport

Authors

Jennifer Renee Pharr, University of Nevada, Las VegasFollow
Nancy L. Lough, University of Nevada, Las VegasFollow

Document Type

Article

Publication Date

6-1-2012

Publication Title

Sport Marketing Quarterly

Volume

21

First page number:

91

Last page number:

103

Abstract

Several studies have focused on cause-related sport marketing (CRM), yet few have examined social marketing in sport. The purpose of this study was to show how both are unique strategies employed in sport to achieve corporate social responsibility. A qualitative content analysis was utilized to analyze the outreach programs of the NBA, NFL, NHL, and MLB as described on each website. A directed content analysis was used to categorize outreach programs as CRM, social marketing, or other community outreach based on five variables that differentiate each strategy. Forty three programs were evaluated. Twenty two (51.2%) were categorized as social marketing, eight (18.6%) as CRM, and 13 (30.2%) as other community outreach. Social marketing programs were identified significantly more than CRM. The findings demonstrate how the major leagues have embraced the use of social marketing strategies to demonstrate corporate social responsibility.

Keywords

Social marketing; Sports – Marketing

Disciplines

Advertising and Promotion Management | Marketing | Sports Management | Sports Studies

Language

English

Creative Commons License

This work is licensed under a Creative Commons Attribution 3.0 License.

Repository Citation

Pharr, J. R., Lough, N. L. (2012). Differentiation of Social Marketing and Cause-Related Marketing in US Professional Sport. Sport Marketing Quarterly, 21 91-103.
https://digitalscholarship.unlv.edu/community_health_sciences_fac_articles/84