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
Included in
Advertising and Promotion Management Commons, Marketing Commons, Sports Management Commons, Sports Studies Commons