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Meeting Relationship-Marketing Goals Through Social Media: A Conceptual Model for Sport Marketers
Abstract
Sport industry marketers have long understood the importance of nurturing customer relationships. The new challenge is how best to face the shifts in customer relationship marketing posed by sports organizations and proactive consumers, or “prosumers.” In this article, the elements of the relationship-building process are presented with a focus on communication, interaction, and value, concepts identified in Gronroos’s (2004) relationship-marketing process model. An expanded version of Gronroos’s model is developed to include prosumers and to describe the interactions that occur through social-media exchanges. The value of specific social-media tools and Web 2.0 technologies in helping sport marketers meet their relationship-marketing goals is also discussed. Finally, directions for future research employing the expanded model are suggested.
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Evolving to a New Dominant Logic for Marketing
Vargo, S. L., & Lusch, R. F. (2004) · Journal of Marketing · doi:10.1509/jmkg.68.1.1.24036 · Cited by 14,779
Cited by
Social media in marketing: A review and analysis of the existing literature
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017) · Telematics and Informatics · doi:10.1016/j.tele.2017.05.008 · Cited by 1,123
A comparison of social media marketing between B2B, B2C and mixed business models
Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A. (2019) · Industrial Marketing Management · doi:10.1016/j.indmarman.2018.01.001 · Cited by 338
Metadata
- Authors
- Williams, J., & Chinn, S. J.
- Venue
- International Journal of Sport Communication
- Publisher
- Human Kinetics
- Published
- 2010-12
- Volume
- 3
- Issue
- 4
- Pages
- 422-437
- ISSN
- 1936-3907 (ISSN-L)
- 1936-3915
- OpenAlex
- W2146670408
- Cited by
- 316
- References
- 1
- FWCI
- 31.30
- Type
- journal article
- Language
- en
- Open access
- closed
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- Williams, J., & Chinn, S. J. (2010). Meeting Relationship-Marketing Goals Through Social Media: A Conceptual Model for Sport Marketers. International Journal of Sport Communication. https://doi.org/10.1123/ijsc.3.4.422
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