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Articles 1 - 3 of 3
Full-Text Articles in Sports Management
Social Media And Prosumerism: Implications For Sport Marketing Research, James Santomier, Patricia Hogan
Social Media And Prosumerism: Implications For Sport Marketing Research, James Santomier, Patricia Hogan
WCBT Faculty Publications
Social media arid the techniques and processes related to marketing using social media are changing at an incredible rate and will require continual monitoring for those involved in-social media research. As such, we identified the need for sport marketing researchers who are abductive thinkers who can design, combine and use innovative research methodologies as stimulated by the continually evolving technology. Ultimately, however, research prospects related to social media and sport marketing are vast for scholars and marketing professionals alike, and are replete with opportunities for designing new research methodologies.
New Media, Branding And Global Sports Sponsorship, James Santomier
New Media, Branding And Global Sports Sponsorship, James Santomier
WCBT Faculty Publications
New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a multitude of digital platforms. This paper discusses the results of a systematic review of the development of global sports sponsorship and the importance of new media integration to the sector for the future. Results indicate that a new paradigm is emerging which involves thematically linked, integrated, strategic global marketing initiatives driven by new media applications, which have enhanced the value of sports sponsorship.
Sport New Media, James Santomier, Joshua Shuart
Sport New Media, James Santomier, Joshua Shuart
WCBT Faculty Publications
One of the dominant strategies currently used to address increased complexity in competitive business environments is to adopt technology at all levels of the enterprise. New media is a dimension of technology that is being adopted almost universally by sport enterprises worldwide. The purpose of this paper which is based on meta-analysis, secondary sources, technical reports and interviews, is to build on current knowledge related to sport new media to discuss: (1) new media technologies relevant to the sport industry and (2) considerations for developing and implementing sport new media projects. Within the complex global business environment, sport managers should …