Award Date

Fall 2012

Degree Type

Professional Paper

Degree Name

Master of Science in Sport and Leisure Service Management

Department

Hotel Administration

First Committee Member

James Busser, Chair

Number of Pages

35

Abstract

Social media has revolutionized marketing and communication and has changed the way many organizations do business. In sports, it has facilitated fans getting closer to the action while allowing management to be strategic and more efficient with finite amount of resources. It has allowed sports to get in the business of “relationship marketing” (Gronroos, 2004). That is, when a game ends or a season comes to a close, social media allows for the fostering of long term relationships and continues to build a sense of community. The marriage of social media and relationship marketing cannot be overlooked. Whereas 30 years ago success at relationship marketing took huge amounts of labor, money and time, a well coordinated social media campaign can be launched with the click of a button.

Keywords

Relationship marketing; Social media; Sports; Sports spectators

Disciplines

Business | Marketing | Sports Management | Sports Studies

Language

English


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