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Full-Text Articles in Sports Management
Collegiate Athletic Fans Perception Of The Use Of Social Media In Marketing, Anna K. Gdovka, Steve Chen
Collegiate Athletic Fans Perception Of The Use Of Social Media In Marketing, Anna K. Gdovka, Steve Chen
Kentucky Journal of Undergraduate Scholarship
Social media has become the dominant tool for sports fans to receive news and messages. Many sports fans turns to the four main social media platforms, Facebook, Twitter, Instagram, and Snapchat, to receive marketing information, highlights, updates, and statistics while consuming sports content. Past studies indicated the greatest advantages for all levels of sports organizations using social media to promote the events and engage their fans. To fully understand the utilization of social media and its effectiveness for marketing intercollegiate athletic events, this study examined 203 athletic spectators’ (62% males and 38% females) preferable methods for obtaining athletic information and …