Aim: To assess the use of social media platforms aids and promote the sporting brands within the consumer behaviour.
Objectives:
• To define the social media and identify the sporting brands associated with consumer behaviour.
• By examining how brand attributes influences the responses of the sporting brands in terms of social media.
• By investigating how social media platforms in particular, Facebook, Twitter and Instagram affect consumers on sporting brands (case studies).
• Recommend the social media marketing tools in order to increase the usage of sporting brands and create an engagement with the consumers.
Social media portrays a crucial role in everyday lives of individuals across the world and evolving in their
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dissatisfaction customer service to the organisation (Mangold and Faulds 2009) For example, if a customer is dissatisfied with their product, that could result in a bad publicity image to the organisation.
Referring to this study, similar research from Sharpio et al (2013) suggests that using social media platforms to receive information about the sport teams or organisations has a positive influence on intentions to purchase products of sponsors. For example, sponsor firms can benefit through exposing their logo or brand name to the target audience (Cornwell et al 2005)
Gladden and Funk (2001) also mentioned that the brand attributes and benefits were strongly apparent in the brand loyalty, since it is linked to behavioural loyalty. This also demonstrates the behaviours of loyal spectators such as the repeat of purchasing tickets (seasonal tickets holder) and attend the sport events frequently, which could gain a competitive advantage for the sport organisations. (Bee & Havitz 2010)
Regarding the issue of consumer behaviour, organisations could improve their perceived quality of their brands (Keller 2001) whilst adjusting their marketing strategies to enhance the brand image (Simmons 2007)
From the research of consumer’s segmentation behaviours, there are type of consumers who use social media such as “entertainment seekers” and “social shoppers”. (McDonald 1996) The several studies states that they have achieved a
The use of social media marketing has become a standard way in which organizations advertise their products or services. Social media marketing allows consumers to have immediate access to other consumers reviews or to post a review about a product or service. There is engagement between the company and the consumer (Evans, Dave 2010). Social Media emerged in the late 1980’s when websites such as Prodigy, Compuserve and America Online. Prodigy was first of it’s kind and was known as a ”consumer online service”. Half of the page is devoted to advertising. Facebook, Twitter, Myspace, Hi5, Bebo and Orkut are all social media platforms that are utilized as platforms today.
Some key determinants of a successful social media promotional campaign is measuring brand reach or viewers, and the level of engagement interacting with the promotional message. Level of influence can inspire followers to take some kind of action such as engaging with your message or making a purchase. Measurables such as tracking social media traffic to a company’s website or even time spent on a specific page, viewing of various products and other such actions can also provide valuable data. These are all relevant from a marketing perspective in evaluating increased brand awareness or appeal of interest to the promotional campaign.
Social media has made a massive impact on our culture. One of the areas that has not been affected is professional sports. In today’s world, professional sports teams and players from around the world use social media to connect with their global fan bases. Sports teams attempt to build a larger, stronger fan base by engaging fans through social media sites. Additionally, social media sites allow professional athletes to increase their marketability. However, they can also severely damage their career, personal life, and their ‘brand’ if they do not handle their social media interactions with care (Van Schaik). Twitter and Facebook allow teams and
Social media has become an influential ground for consumers to share their opinions about a company’s brand and products. In addition, it helps in having a strong brand that produces positive relations and distinguish the brand from competitors, is a critical component for effective marketing. According to Dahlén and Lange (2009) “the quality of the product is not the evident factor when it comes to purchasing a product, the deciding factor depends on how the brand is perceived” (Para. 1). This demonstrates the importance of incorporating social media as a tool to promote brands, allow for interactions, and customer satisfaction by engaging with customers more frequently for feedbacks or reviews. Thus create an opportunity for the company to show its devotion to their customers, and initiate good reputation, which can increase sales. In other words, social media has the ability to upsurge the awareness for businesses as well as the brand.
Research on the subject of using social media for advertising began with the review of several scholarly articles. The Journal of Marketing published an article named “From Social to Sale: The Effects of Firm-Generated Content in Social Media on Consumer Behavior” on January 1 of this year. The authors conducted a study on consumer behavior linked to social media and e-mail advertising. Their results are promising. A separate article was published in April on the use of social media in sales. This article, “The Use Of Social Media In Sales: Individual And Organizational Antecedents, And The Role Of Customer Engagement In Social Media”, tested a model
Fisher, Eric. (2011). Sports Business Journal. 20 Great Uses of Social Media in Sports. Retrieved from http://www.sportsbusinessdaily.com/Journal/Issues/2011/08/01/In-Depth/Social-media.aspx
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