The effects of social media marketing on sports by using sports videos on facebook and instagram to attract the peoples to watch more sports
Abstract
Background: Social media is most commonly used tool to share information these days. So, it is an effective way to approach the target population using social media hence it is becoming popular for promoting social media marketing. Visual content like videos is an effective way for delivering messages. So the researchers are aimed at finding the efficiency of the using visual content (videos) for social media marketing.
Methods: Standard questionnaire was designed, and a cross-sectional survey was conducted. 700 individuals were enrolled 456 males and 244 females. Data regarding study was obtained and then analyzed using SPSS.
Results: Current studies showed that most of the sample population prefer to watch a video. They provide the reasons such as it provides a clear message and removes confusions. It is time saving and fascinating for the viewers. Instagram and Facebook are more frequently used than any other medium.
Conclusion: From this study we may conclude that using videos for social media (Facebook and Instagram) marketing can attract people to watch more sports. One reason is that the Facebook and Instagram are easy to assess and very common in use these days. Moreover, video is easier to deliver the concepts clearly removing the confusions, and the main reason is that it saves the time of people and can effectively deliver the message than any other tool.
References
Pedersen, P., Parks, J., Quarterman, J., Thibault, L., (2010). Contemporary sport management (4th
ed.). Champaign, IL: Human Kinetics.
Sloan, L R. (1989). The motives of sport fans. In J. H. Goldstein (Ed.), Sports, games, and play:
Social and psychological viewpoints (2nd ed., pp. 175-240). Hillsdale, NJ: Lawrence Erlbaum.
Gantz, W. (1981). An exploration of viewing motives and behaviors associated with television
sports. Journai of Broadcasting, 25, 263-275.
Zillman, D., Bryant, I., & Sapolsky, B. S. (1989). Enjoyment from sports spectatorship. In J. H.
Goldstein (Ed.), Sports, games, and play: Social and psychological viewpoints (2nd ed., pp. 241-
. Hillsdale, NJ: Lawrence Erlbaum.
Guttman, A. (1986). Sports spectators. New York, NY: Columbia University Press.
McPherson, B. (1975). Sport consumption and the economics of consumerism. In D. W. Ball & J.
W. Loy (Eds.), Sport and social order: Contributions to the sociology of sport. Reading, MA:
Addison-Wesley.
Smith, G. J. (1988). The noble sports fan. Journal of Sport & Social Issues, 12, 54-65.
Branscombe, N. R., & Wann, D. L. (1991). Role of identification with a group, arousal,
categorization processes, and self-esteem in sport spectator aggression. Human Relations, 45, 1013-
Branscombe, N. R., & Wann, D. L. (1994). Sport psychology. In F. N. Magill (Ed.), Survey of
social science: Psychology Series (pp. 263-268). Pasadena, CA: Salem.
Miloch, K. (2010). Introduction to branding. In J.W. Lee (Ed.), Branded: Branding in sport business
(pp. 3–9). Durham, NC: Carolina Academic Press.
Watkins, B., & Lewis, R. (2014a). Initiating dialogue on social media: An investigation of athletes’
uses of dialogic principles and structural features of Twitter. Public Relations Review, 40, 853–855.
Laird, S. (2011). First football endzone hashtag touches down in Mississippi. Mashable-The Social
Media Guide.
Thackeray, R., Neiger, B., Hanson, C., & McKenzie, J. (2008). Enhancing promotional strategies
within social marketing programs: Use of Web 2.0 social media. Health Promotion Practice, 9(4),
–343.
Miller, R., & Lammas, N. (2010). Social media and its implications for viral marketing. Asia
Pacific Public Relations Journal, 11(1), 1–9.
Harridge-March, S., & Quinton, S. (2009). Virtual snakes and ladders: Social networks and the
relationship marketing loyalty ladder. Marketing Review, 9(2), 171–181.
Waters, R., Burke, K., Jackson, Z., & Buning, J. (2010). Using stewardship to cultivate fandom
online: Comparing how National Football League teams use their Web Sites and Facebook to
engage their fans. International Journal of Sport Communication, 4(2), 163–177.
Williams, J., & Chinn, S.J. (2010). Meeting relationship-marketing goals through social media: A
conceptual model for sport marketers. International Journal of Sport Communication, 3(4), 422–
Hennig-Thurau, T., Malthouse, E.C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., &
Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research,
(3), 311–330.
Ioakimidis, M. (2010). Online marketing of professional sports clubs: Engaging fans on a new
playing field. International Journal of Sports Marketing & Sponsorship, 11(4), 271–282.
Duggan, M., Ellison, N. B., Lampe, C., Lenhart, A., & Madden, M. (2015). Social media update
Pew research center, 19.
Salomon, D. (2013). Moving on from Facebook. Using Instagram to connect with undergraduates
and engage in teaching and learning. College & Research Libraries News, 74(8), 408–412.
Clavio, G., & Walsh, P. (2013). Dimension of social media utilization among college sports fans.
Communication & Sport, 2(3), 261–281.
McNely, B. J. (2012, October). Shaping organizational image-power through images: Case histories
of Instagram. In 2012 IEEE International Professional Communication Conference (pp. 1-8). IEEE.
Smith, L.R., & Sanderson, J. (2014, August). I’m going to Instagram it! An analysis of athlete selfpresentation on Instagram. Poster session presented at the meeting of the Association for Education
in Journalism and Mass Communication, Montreal, Canada.
Hilton, S., & Rague, B. (2015, October). Is video feedback more effective than written feedback? In
IEEE Frontiers in Education Conference (FIE) (pp. 1-6). IEEE.
Constantinides, E., & Fountain, S. (2008). Web 2.0: Conceptual foundations and marketing issues.
Journal of Direct Data and Digital Marketing Practice, 9(3), 231–244.
Copyright (c) 2020 International Journal on Integrated Education
This work is licensed under a Creative Commons Attribution 4.0 International License.
In submitting the manuscript to the International Journal on Integrated Education (IJIE), the authors certify that:
- They are authorized by their co-authors to enter into these arrangements.
- The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal.
- That it is not under consideration for publication elsewhere,
- The publication has been approved by the author(s) and by responsible authorities – tacitly or explicitly – of the institutes where the work has been carried out.
- They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
- They agree to the following license and copyright agreement.
License and Copyright Agreement
Authors who publish with International Journal on Integrated Education (IJIE) agree to the following terms:
- Authors retain copyright and grant the International Journal on Integrated Education (IJIE) right of first publication with the work simultaneously licensed under Creative Commons Attribution License (CC BY 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the International Journal on Integrated Education (IJIE) published version of the work (e.g., post it to an institutional repository or edit it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
1.png)
