Meeting Relationship-Marketing Goals Through Social Media: A Conceptual Model for Sport Marketers

Williams, Jo; Chinn, Susan J.

doi:10.1123/ijsc.3.4.422

Cited by 217 publications

(185 citation statements)

References 14 publications

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“…Social media presents sport organizations an additional avenue by which to connect to their publics online in a synchronous and asynchronous manner (Williams & Chinn, 2010). For some organizations, this has enabled additional marketing ploys to develop, allowing for greater relationship building to occur (e.g., Hopkins, 2013;McCarthy, Rowley, Ashworth, & Pioch, 2014;Waters, Burke, Jackson, & Buning, 2011).…”

Section: Review Of Literature and Theoreticalmentioning

confidence: 99%

Examining social media adoption and change to the stakeholder communication paradigm in not-for-profit sport organizations

Naraine

Parent

2017

JAS

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The purpose of this study was to examine social media adoption within not-for-profit sport organizations to illuminate the impetus for change, the type of change undertaken, and change resistance. Using a contextualist approach depicting the external and internal forces as well as the change process, semi-structured interviews were conducted with ten Canadian national sport organizations (NSO) representing varying degrees of social media presence. The findings suggest that, although social media is espoused as a radical, transformational vehicle, NSOs have only made incremental adjustments to their stakeholder communication and have situated social media within their extant organizational condition due to capacity constraints and resistance from staff and reticent stakeholders. Adopting social media in light of limited organizational capacity thus diminishes the utility of the communications tool. Theoretical and practical implications include how to improve social media-related capacity and the importance of continuing the social media and sport domain’s organizational theory agenda.

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Section: Review Of Literature and Theoreticalmentioning

confidence: 99%

Examining social media adoption and change to the stakeholder communication paradigm in not-for-profit sport organizations

Naraine

Parent

2017

JAS

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“…This approach to marketing was first posed in the field of service marketing (Berry, 1983). The primary purpose of relationship marketing is to establish long-term relationships between organizations and their best consumers (Williams & Chinn, 2010). Gummesson (1999) considered the interactions, relationships, and networks as core components of the relationship marketing process.…”

Section: Relationship Marketingmentioning

confidence: 99%

“…(Dick & Turner, 2007). In recent years, social media has been used to nurture consumer relationships with sports organizations, especially with NBA clubs (Williams & Chinn, 2010).…”

Section: Introductionmentioning

confidence: 99%

How Do Sports Organizations Use Social Media to Build Relationships? A Content Analysis of NBA Clubs’ Twitter Use

Wang

Zhou

2015

International Journal of Sport Communication

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Social media have been increasingly used by sports organizations to establish relationships with the public. This study explored the Twitter using practices of NBA clubs (N = 30) in the United States in building relationships with their publics during the 2013-14 season.Specifically, it focused on how these clubs used Twitter as a communication tool to build professional, personal, and community relationships through a content analysis of 5561 tweets on their official Twitter sites. The results demonstrated that sports organizations tended to use social media to develop professional relationships with fans via sharing information and promoting products. They utilized several types of communication tools such as retweets, public messages, hyperlinks, and hashtags, among which hashtags were used most frequently. Professional relationships could benefit more from hyperlinks while there could be greater benefit to personal relationships from public messages and retweets and to community relationships from hashtags and hyperlinks. Sports organizations should use these tools effectively to strengthen the professional, personal and community relationship with their publics.ii DEDICATION This thesis is dedicated to everyone who helped me and supported me through the trials

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“…The use of social media may have a positive impact on enhanced knowledge of customers, advanced customer-organisation interaction, effective customer engagement, and efficient use of resources in terms of time and money; negative consequences of social media on the other hand may include a lack of control over messages posted on social media, concerns over the credibility and reliability of information or difficulties in identifying "true" online customers (Abeza et al, 2013). In recent years, social media has been identified as an important relationship marketing tool that enables meaningful relationships through communication and interaction (Williams & Chinn, 2010). As the overall goal of relationship marketing is to retain customers through long-term mutual satisfaction, organisations need to implement effective communication platforms (Abeza et al, 2013).…”

Section: Social Media As a Communication And Marketing Toolmentioning

confidence: 99%

Fan motives for interacting on social media – the example of the International Table Tennis Federation and Facebook

Schubert

Seyffert

2017

CISS

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A B S T R AC TSocial media has become an important tool for sport organisations to interact with fans. In particular for sports that have smaller marketing budgets and that do not receive mainstream media coverage on a daily basis, social media platforms provide unique communication and marketing opportunities to overcome such challenges. This study investigates the motives of fans to communicate on the Facebook page of the International Table Tennis Federation (ITTF). It is the first study that focuses on the use of social media in the context of an international sport federation. Knowledge about the gratifications sought by fans while interacting on social media is important for organisations to develop more customised online content, as this may help to reach further goals such as maintaining public interest, reinforcing brand awareness or developing closer relationships with stakeholders. By identifying eight categories in our data that help understand the motives for interacting on Facebook, we extend the academic understanding of sport fans' motives in the context of social media. Among the most frequent fans' motives were the desire to demonstrate expertise and express emotional attachment as well as to seek and provide information. Based on our findings, we derive implications that can be relevant for managers of (niche) sport organisations with limited financial and personal resources. The first and most straightforward recommendation is to appeal to fans' motives when interacting on social media. Making sport fans feel that their voices are heard is also crucial for increasing engagement and trust as well as strengthening relationships.

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Meeting Relationship-Marketing Goals Through Social Media: A Conceptual Model for Sport Marketers

Cited by 217 publications

References 14 publications

Examining social media adoption and change to the stakeholder communication paradigm in not-for-profit sport organizations

Examining social media adoption and change to the stakeholder communication paradigm in not-for-profit sport organizations

How Do Sports Organizations Use Social Media to Build Relationships? A Content Analysis of NBA Clubs’ Twitter Use

Fan motives for interacting on social media – the example of the International Table Tennis Federation and Facebook

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