‘You’ll never tweet alone’: Managing sports brands through social media

Parganas, Petros; Anagnostopoulos, Christos; Chadwick, Simon

doi:10.1057/bm.2015.32

Cited by 99 publications

(77 citation statements)

References 57 publications

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“…Importantly though, we did not classify studies that indicated engagement intention or comparable constructs that are antecedents of behavior as the focus of our research is on actual behavior (liking, sharing, commenting, etc.). Due to platform specifics (e.g., Twitter), some studies used alternative measures such as favorites (e.g., [41]) or post clicks [16] to capture engagement; we classified these measures as "other" forms of engagement.…”

Section: Methodology Of the Literature Reviewmentioning

confidence: 99%

Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda

Schreiner

Fischer

Riedl

2019

Electron Commer Res

103

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We present a review of N = 45 studies, which deals with the effect of characteristics of social media content (e.g., topic or length) on behavioral engagement. In addition, we reviewed the possibility of a mediating effect of emotional responses in this context (e.g., arousing content has been shown to increase engagement behavior). We find a diverse body of research, particularly for the varying content characteristics that affect engagement, yet without any conclusive results. We therefore also highlight potential confounding effects causing such diverging results for the relationship between content characteristics and content engagement. We find no study that evaluates the mediating effect of emotional responses in the content-engagement relationship and therefore call for further investigations. In addition, future research should apply an extended communication model adapted for the social media context to guarantee rigorous research.

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Section: Methodology Of the Literature Reviewmentioning

confidence: 99%

Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda

Schreiner

Fischer

Riedl

2019

Electron Commer Res

103

View full text Add to dashboard Cite

show abstract

“…However, given (a) the nature of Twitter to offer more frequent and disposable updates (Price, Farrington, & Hall, 2013) which could lead to different patterns of fan responses, (b) the single case study approach adopted and, (c) the limited time-frame during which the study was carried out, additional research is expected to advance our understanding of the use of social media as brand management tools in the professional sport teams context. Therefore, while the present study adopted Parganas et al's (2015) analytical model, it also addresses methodological shortcomings identified therein by offering empirical insights from an inter-case perspective over a longer period of time (that is, a full playing season). Against this background, the following research question (RQ) is put forward:…”

Section: Sport Brandingmentioning

confidence: 99%

Branding in pictures: using Instagram as a brand management tool in professional team sport organisations

Anagnostopoulos

Parganas

Chadwick

et al. 2018

European Sport Management Quarterly

Self Cite

100

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Research question/purpose-Instagram has become an increasingly popular tool for sport organisations to share visual content. This study aims to examine how professional team sport organisations use Instagram for branding purposes and to explore the given meaning of Instagram followers' reactions to the organisations' Instagram activity. Research methods-The study was conducted in two phases. First, we analysed 2017 Instagram photos of two football teams from the English Premier League. Photos were categorised on product-and non-product-related brand attributes. Employing a quantitative content analysis technique, statistical analysis involved intra-case and inter-case relationships between brand attributes and Instagram's key fan engagement features (Comment and Like). Second, we analysed 2100 Instagram comments from a qualitative perspective in order to gain further insight into the fans' meanings associated with such posts. Results and findings-The findings offer significant insights to sport marketers in their efforts to increase fan engagement through social media. For both of the examined football teams, product-related attributes were used significantly more often than non-product-related attributes and encouraged greater engagement from online followers. Against these brand attributes, fans' interaction through one of the Instagram's key engagement features is expressed through 'aspiring'-, 'belonging'-, 'criticising'-and 'loving'-based comments. Implications-The study shows that Instagram facilitates co-branding, while giving fans a more active role in the branding process through comments. We recommend a culture change whereby teams become more market-focused and communications-driven by employing a greater understanding of the semiotics of images and fan comments through the use of social media.

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“…This in turn has made the EPL the most commercially advanced sports league in Europe, and, according to Deloitte, the 'most-watched' sport league in the world (with more than 4.7 billion people watching its games -Deloitte 2016). The league's popularity combined with its rapid commercialisation have created the need for quick advancements in EPL's marketing communications (Parganas et al, 2015;Manoli and Kenyon, 2018). The constant need for information on behalf of both the media and the fans has driven the EPL to adopt new and innovative marketing communications practices before they become common practice in other industries.…”

Section: Setting and Samplementioning

confidence: 99%

The implementation of integrated marketing communication (IMC): evidence from professional football clubs in England

Manoli

Hodgkinson

2019

Journal of Strategic Marketing

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Integrated marketing communication (IMC) is considered to hold strategic value for contemporary organisations. Yet, the actual implementation of IMC by client organisations remains under researched and represents somewhat of a black box for academics and practitioners alike. The study examines the perceptions of the IMC implementation process from practitioners working within professional football clubs. The findings reveal four diverse scenarios of IMC implementation and in so doing uncover neglected oxymora in the way in which IMC theory is translated in practice. The four scenarios: strategic integration, practitioners' strategy paradox, unintentional IMC implementation paradox, and IMC absence, are each linked to a different level of practitioner IMC application. The four scenarios provide a more nuanced perspective of IMC advancement, unpacking the black box of IMC implementation to inform future practical application and research investigation.

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‘You’ll never tweet alone’: Managing sports brands through social media

Cited by 99 publications

References 57 publications

Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda

Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda

Branding in pictures: using Instagram as a brand management tool in professional team sport organisations

The implementation of integrated marketing communication (IMC): evidence from professional football clubs in England

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