The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
Relationship Marketing and Social Media in Sport
Abstract
Relationship marketing (RM) is about retaining customers through the achievement of long-term mutual satisfaction by businesses and their customers. Sport organizations, to retain customers by establishing, maintaining, and enhancing relationships, need to communicate and engage in dialogue with their customers. To achieve this on an ongoing basis, sport organizations need to employ effective communication platforms. In this regard, social media (SM) is becoming an ideal tool for a continuing 2-way dialogue. However, the effects of SM, primarily in terms of addressing RM goals, are not yet well understood. This study explores the opportunities and challenges facing managers in sport organizations in using SM in an RM strategy. Eight case studies were undertaken on organizations that put on running events. The article presents the findings on the use, opportunities, and challenges of SM and recommendations encouraging continued investigation.
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Cites
Users of the world, unite! The challenges and opportunities of Social Media
Kaplan, A. M., & Haenlein, M. (2010) · Business Horizons · doi:10.1016/j.bushor.2009.09.003 · Cited by 17,875
Social media: The new hybrid element of the promotion mix
Mangold, W. G., & Faulds, D. J. (2009) · Business Horizons · doi:10.1016/j.bushor.2009.03.002 · Cited by 4,111 · cited 11×
“In today's networked society where one person is connected to hundreds or even thousands of other people, the impact of consumer-to-consumer communication has been greatly magnified in the marketplace (Mangold & Faulds, 2009).”
InfluentialEnhancing promotional strategies within social marketing programs: use of Web 2.0 social media
Thackeray, R., Neiger, B. L., Hanson, C. L., & McKenzie, J. F. (2008) · Health Promotion Practice · doi:10.1177/1524839908325335 · Cited by 530
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
Metadata
- Authors
- Abeza, G., O’Reilly, N., & Reid, I.
- Venue
- International Journal of Sport Communication
- Publisher
- Human Kinetics
- Published
- 2013-06
- Volume
- 6
- Issue
- 2
- Pages
- 120-142
- ISSN
- 1936-3907 (ISSN-L)
- 1936-3915
- OpenAlex
- W2142454912
- Cited by
- 189
- References
- 3
- FWCI
- 30.91
- Type
- journal article
- Language
- en
- Open access
- closed
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- Abeza, G., O’Reilly, N., & Reid, I. (2013). Relationship Marketing and Social Media in Sport. International Journal of Sport Communication. https://doi.org/10.1123/ijsc.6.2.120
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
