The Effectiveness of Social Media Marketing: The Impact of Facebook Status Updates on a Campus Recreation Event

Abstract

Social media marketing, including the use of Facebook, is becoming a prevalent part of the promotional marketing mix by recreation and sport organizations. While use of Facebook as a marketing tool is common, empirical evidence of its use is lacking. This study examined the effectiveness of social media marketing on college students in a campus recreation setting. Specifically, the effectiveness of Facebook status messages were assessed via a 2 × 2 repeated factorial within-subjects design to determine their influence on awareness of, interest in, and intention to participate in a campus recreation special event. Participants were assigned to experimental ( n = 26) or control ( n = 29) groups. ANCOVAs revealed significant differences in awareness based on the treatment, but not in interest or intention. Findings suggest that social media marketing was effective in increasing awareness, and the study served as an empirical foundation for future research.

A Study on Social Media Marketing of High-End Hotels in Sanya

“…In order to make sure the effectiveness, hoteliers need to pay special attention to finding the right target market with help of big data, to effectively convey effective message with effective format, to manipulate the involvement of Key Opinion Leaders and to realize actual transaction (Bayne & Cianfrone, 2013). Social media marketing is a relatively new subject in the hospitality and marketing field.…”

Using Facebook and Twitter to Encourage Physical Activity: Are College Students Connecting with Campus Recreation on Social Media? A Pilot Study

“…Focusing marketing on relationship building may be especially successful in the campus recreation setting because centers provide opportunities for students to build social bonds (Miller, 2011). Bayne and Cianfrone (2013) specifically suggested Facebook was a useful tool for campus recreation managers. They advocated for using this medium to encourage student participation at the center.…”

“…While campus recreation programs are using social media such as Facebook and Twitter to promote their facilities and activities (Kaltenbaugh et al, 2011), little research into whether social media marketing in recreation is effective has been conducted. In one study, Bayne and Cianfrone (2013) found that, while students were connected via social media, the advertising messages sent by recreation center staff had little effect on students outside of increasing awareness. However, they suggested the impacts of Facebook awareness alone should encourage recreation facilities to actively increase their number of Facebook fans.…”

“…In general, research into campus recreation programs is limited and a relative dearth of information on effective marketing strategies exists. Specifically, the effectiveness of social media as a marketing strategy in campus recreation setting is unknown (Bayne & Cianfrone, 2013). Effective marketing is important because maximizing student use of the facility will, in turn, maximize funding for recreational programs (Robinson & Gladden, 2003).…”

“…In addition, many social media platforms are becoming a popular means of fostering connections between fitness facilities, users, and staff (Fable, 2011). Bayne and Cianfrone (2013) maintain social media are popular platforms for campus recreation center staff to use to reach students.…”