scholarly journals The Effect Social Media on the Development of Sport Marketing Strategy: The Case Study of Football Clubs in Northern Iraq

2018 ◽  
Vol 3 (3) ◽  
pp. 332-347
Author(s):  
Azhi Khalil Bapir
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Sport Marketing ◽  
Northern Iraq ◽  
Football Clubs

scholarly journals Managing brand presence through social media: the case of UK football clubs

2014 ◽  
Vol 24 (2) ◽  
pp. 181-204 ◽  
Author(s):  
Jeff McCarthy ◽  
Jennifer Rowley ◽  
Catherine Jane Ashworth ◽  
Elke Pioch
Keyword(s):  
Social Media ◽  
Web Sites ◽  
Short Term ◽  
Content Type ◽  
Study Approach ◽  
Football Clubs ◽  
Multiple Case ◽  
Community Growth ◽  
Further Development

Purpose – The purpose of this paper is to contribute knowledge on the issues and benefits associated with managing brand presence and relationships through social media. UK football clubs are big businesses, with committed communities of fans, so are an ideal context from which to develop an understanding of the issues and challenges facing organisations as they seek to protect and promote their brand online. Design/methodology/approach – Due to the emergent nature of social media, and the criticality of the relationships between clubs and their fans, an exploratory study using a multiple case study approach was used to gather rich insights into the phenomenon. Findings – Clubs agreed that further development of social media strategies had potential to deliver interaction and engagement, community growth and belonging, traffic flow to official web sites and commercial gain. However, in developing their social media strategies they had two key concerns. The first concern was the control of the brand presence and image in social media, and how to respond to the opportunities that social media present to fans to impact on the brand. The second concern was how to strike an appropriate balance between strategies that deliver short-term revenue, and those that build longer term brand loyalty. Originality/value – This research is the first to offer insights into the issues facing organisations when developing their social media strategy.

scholarly journals DIGITAL MARKETING STRATEGIES TO BOOST TOURISM ECONOMY: A CASE STUDY OF ATLANTIS LAND SURABAYA

2019 ◽  
Vol 7 (5) ◽  
pp. 468-473 ◽  
Author(s):  
Slamet Riyadi ◽  
Daniel Susilo ◽  
Siska Armawati Sufa ◽  
Teguh Dwi Putranto
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Face To Face ◽  
The Government ◽  
Surrounding Areas ◽  
Tourism Economy ◽  
Tourism Services

Purpose: This research has a purpose to know how PT. Granting Jaya implementing a digital marketing strategy to promote the Atlantis Land Surabaya theme park in the field of one of the tourism services located in Surabaya city. The Mayor of Surabaya has established the Atlantis Land area as an integrated marine tourism area since 2017. Ria Kenjeran Beach (Kenjeran Park) previously managed by the Government of Surabaya. Methodology: This study uses a qualitative approach and interview techniques for collecting material that is done with the question and answers verbally unilaterally face to face. Main Finding: The results of the study found that PT. Granting Jaya prefers to use Social Media as a Digital Marketing Strategy is a way to promote a new brand, build preference, and increase the visitors of Atlantis Land Surabaya through Instagram Strategic Marketing. Implications/ Applications: This research can have implications for the selection and use of promotions more precisely through social media. Because the novelty in this study can be applied to attracting the number of visitors in the world of tourism, especially in Surabaya and surrounding areas.

Social Media Based Relationship Marketing

2011 ◽  
pp. 119-139
Author(s):  
Najmuddin Shaik ◽  
Shannon Ritter
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Relationship Marketing ◽  
Social Presence ◽  
Real World ◽  
Educational Programs ◽  
Colleges And Universities ◽  
Educational Institutions ◽  
Penn State

A growing number of colleges and universities are using social media as an integral component of their marketing strategy, because they realize marketing is not a marketer-led, one-way form of communication, but a student-led, two-way dialogue. By becoming part of this conversation, educational institutions can learn about how to incorporate social media as part of their marketing strategy to reach these students. The chapter combines an overview of social media based marketing tools and “real-world” experience from corporate and academic institutions on social media based marketing. This chapter ends with a case study of Penn State Global Campus to assist marketing managers to create social presence for online educational programs.

The Affective Economy and Online Fan Communities

2020 ◽  
pp. 91-105
Author(s):  
Nur Aliah Mansor ◽  
Rizalniyani Abdul Razak ◽  
Zam Zuriyati Mohamad ◽  
Norrina Din ◽  
Arbaiah Abdul Razak
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Empirical Data ◽  
Complex Interaction ◽  
Social Media Platform ◽  
Fan Communities ◽  
Media Platform ◽  
The 1960S ◽  
Audience Awareness

This chapter explores participation and co-production in affective media experiences in Johnny & Associates' online fan communities. Johnny & Associates is a Japanese all-male talent management company established in the 1960s. As a pioneer in the idol industry, Johnny & Associates and artists under its management have been highly influential in the contemporary Japanese entertainment industry. These artists are collectively known as Johnny's idols or Janīzu. Much of the data are collected through participant-experiencer and interviews. The originality of this case study stems mainly from the empirical data for Johnny & Associates, Janīzu, and the global fan base during Johnny & Associates' transition to a social media platform. This chapter analyses marketing strategy, audience awareness, and behaviour in relation to a mass media phenomenon. The complex interaction among Johnny & Associates, Janīzu, and fans generates tensions and contradictions that mirror the modern mediated life.

A Case Study of Sport Marketing Strategy of Mercuries Taiwan Masters Invitational Golf Tournament 2012

2015 ◽  
pp. 82-95
Author(s):  
Noah Yang Hsu
Keyword(s):  
Marketing Strategy ◽  
Sport Management ◽  
Sport Marketing ◽  
Golf Tournament ◽  
Entry Level ◽  
Sport Industry ◽  
The Right

The Mercuries Taiwan Masters Invitational Golf Tournament has successfully been held for over 26 years without any interruption. The Mercuries Corporation is the company that organized the event solely. However, golf games in Taiwan normally do not attract enough spectators to watch them, unless there are world-renowned star players participating in the game. Consequently, most of the golf tournaments would not be able to sustain because of no sufficient income from spectators and from sponsors. MTMIGT has managed to survive because of the support of its own corporation, but the event is also facing the problem of lacking viewers. Being noticed by the corporation, the Department of Sport Management at Aletheia University and its students earned their reputation as a group of hard working entry-level event volunteers for MTMIGT for many years. Because of this, the corporation contacted the head of the department in 2011 and invited them to work together on a larger scale. The Mercuries Corporation wanted the Department of Sport Management to plan the marketing works of the event, and the company would pay all of the expenses. After months of preparation and planning by the department, the 2011 MTMIGT and its surrounding sport marketing campaigns were staged with better results than its previous years. And the department thus successfully acquired the right of planning and implementing the event's marketing for 2012. This case study fully explores the cooperation between the MTMIGT and the department in 2012. The result as well as its process can be a reference for people in the sport industry and the academy.

scholarly journals Disability Entrepreneurs Responses to Public Communication During the Pandemic (Case Study about Disability Entrepreneur Strategy through Online Culinary Business during the Covid-19 Pandemic)

Webology ◽  
2021 ◽  
Vol 18 (1) ◽  
pp. 121-130
Author(s):  
Ari Agung Prastowo ◽  
Hanny Hafiar ◽  
Yanti Setianti ◽  
Yustika sari
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Digital Marketing ◽  
Business Strategies ◽  
Public Communication ◽  
The Public ◽  
Business People ◽  
Quality Product ◽  
Media Platform

There was a government appeal that was communicated to the public during the co-19 pandemic. Including an appeal to business people to develop business strategies that are adaptive to conditions. There are people with disabilities who have culinary businesses which can maintain their business during the Covid-19 pandemic. This was expressed in a seminar which was held by the Community of Entrepreneurs with Disabilities Houses. In the seminar, Sri Arya Ramadani, a person with visual impairment disability and the owner of Ayam Geprek Petukangan business, shared her experiences and strategies for running a culinary business in the pandemic era. The challenge faced by entrepreneurs is the socioeconomic stability against competitors who have similar businesses with other entrepreneurs. However, a strong enthusiasm for learning, a strong mentality, not easy to despair and support from family and community make entrepreneurs able to compete with other similar businesses. Another challenge faced by disability entrepreneurs is the existence of the Covid-19 pandemic, entrepreneurs trying to adapt to crisis situations and developing an Efficiency, Creative and Healthy strategy. The strategy is supported by promotional tactics, including using social media in the form of Instagram, using professional photography services to get quality product photos, establishing relationships with consumers through the WhatsApp media platform, and also not easy to complain about social media. The digital marketing strategy is balanced with the alms strategy, which is believed to bring blessings on its business journey. Therefore, until now, entrepreneurs still survive and can meet their business needs.

scholarly journals Penggunaan Media Sosial Instagram Haloa Cafe sebagai Komunikasi Pemasaran Online

2020 ◽  
Vol 10 (2) ◽  
pp. 177-190
Author(s):  
Nurul Rizky ◽  
Sri Dewi Setiawati
Keyword(s):  
Social Media ◽  
New Media ◽  
Marketing Strategy ◽  
Rapid Development ◽  
Qualitative Approach ◽  
Media Theory ◽  
Technological Advances ◽  
Marketing Tool ◽  
Fierce Competition

The rapid development of business today has resulted in increasingly fierce competition. Not only how a business provides products and services but how the products and services that have been produced can be accepted, known, by consumers. Marketing communications today can be done anywhere and anytime due to technological advances such as social media. In this study the researcher aimed to find out how the Haloa Cafe's marketing strategy through social media Instagram, in this study using the new media theory. The method used is a case study with a qualitative approach. The result of this research is that Haloa Cafe chooses social media Instagram as the main marketing tool in social media. This is attributed to the increasing number of Instagram social media users and in accordance with the marketing target of Haloa Café.

Developing a storytelling experience: the case of craft spirits distilleries in Chicago

2020 ◽  
Vol 32 (4) ◽  
pp. 555-571
Author(s):  
Alistair Williams ◽  
Glyn Atwal ◽  
Douglas Bryson
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Direct Observation ◽  
Design Methodology ◽  
Secondary Data ◽  
Press Coverage ◽  
Case Study Approach ◽  
Content Type ◽  
Study Approach

Purpose The purpose of this study is to identify how craft spirits distilleries use elements of the storytelling narrative as part of a storytelling marketing strategy. Design/methodology/approach A case study approach was undertaken based on seven craft distilleries in and around Chicago, IL. Data were collected from various sources including direct observation and secondary data based on online press coverage company websites and social media. Findings In the sample of firms, the authors identified the following seven categories of storytelling themes: craft, innovation, origins, myth, celebrity, provenance and collectability. These categories comprise both functional and emotional components which are strongly associated with the concept of authenticity. Originality/value This research is the first of its kind to investigate storytelling within the craft spirits sector. The results are relevant to develop strategies for marketing craft spirits brands. Findings are relevant for spirits distilleries in Chicago, IL but have transferable learnings for beverage categories who desire to stage meaningful, valued customer experiences.

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