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Opportunity Or Obstacle? A Preliminary Study Of Professional Sport Organisations In The Age Of Social Media, Michelle O'Shea, Abel Alonso
Opportunity Or Obstacle? A Preliminary Study Of Professional Sport Organisations In The Age Of Social Media, Michelle O'Shea, Abel Alonso
Abel D Alonso
An extensive body of academic literature has acknowledged the importance that relationship marketing, community alliances and mass communications play in the marketing and branding of professional sport organisations. However, little has been directed at recent media developments and the degree to which they affect professional sport organisations. The present case study examines the ways in which three professional clubs from two different sporting codes are leveraging traditional marketing approaches as well as adapting to emergent technologies and an increasingly media-driven consumer-base. Responses clearly demonstrate the blending of traditional marketing strategies and technology, including social media, in an effort to convert …
Moderating Virtual Sport Consumer Forums: Exploring The Role Of The Volunteer Moderator, Abel Alonso, Michelle O'Shea
Moderating Virtual Sport Consumer Forums: Exploring The Role Of The Volunteer Moderator, Abel Alonso, Michelle O'Shea
Abel D Alonso
Social media platforms, including blogs and online forums have dramatically changed the way people communicate. Interactions facilitated by social media platforms can be powerful contexts in which users come together and forge online communities. As a consequence, organisations in different sectors are seeing these online communities as an important marketing and communications contexts. The present research is interested in exploring how professional sport organisations are moderating online communications. In particular, the research considers the role of the social media moderator, an area that despite its ethical and socio-economic implications continues to be under-researched. The perceptions of nine moderators of a …