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Early-Career Professional Athletes, Social Media Marketing, And Sponsorship, Nichada Satasuk, Gallayanee Yaoyuneyong
Early-Career Professional Athletes, Social Media Marketing, And Sponsorship, Nichada Satasuk, Gallayanee Yaoyuneyong
Association of Marketing Theory and Practice Proceedings 2020
The sports marketing industry has changed in the new era of easy internet access and ubiquitous mobile devices. Sports marketers are beginning to use social media platforms, such as Facebook, YouTube, Twitter, and Instagram, to promote their brands and to connect with fans. In addition, legislative trends and announcements by the NFL and NCAA show that individual athletes, early in their professional careers (at the college level), will be able to profit from their names, images, and likenesses. While research into social media marketing by sports brands is existent and growing, most studies are concerned with the strategies and impacts …