Strategic Use of Facebook to Build Brand Awareness

2018 ◽  
pp. 97-118
Author(s):  
Ann Pegoraro ◽  
Olan Scott ◽  
Lauren M. Burch
Keyword(s):  
Communication Style ◽  
Sport Organizations ◽  
Non Profit ◽  
Significant Difference ◽  
Brand Attributes ◽  
Sport Organization ◽  
Facebook Pages ◽  
Brand Ambassadors ◽  
Fan Engagement ◽  
Practical Implications

Social media provides a strategic means for non-profit organizations to build and maintain strong relationships with consumers. The purpose of this study was to apply branding theory and frameworks to the use of Facebook by National Olympic Committees in two countries, Australia and Canada over specific time periods related to three Olympics Games. These Facebook pages were examined to determine the types of brand-related post content and communication style utilized as well as the consumer response to these posts. The two organizations generally used Facebook to broadcast product related brand attributes such as information about athletes and teams. There was also a significant difference in Facebook post use and focus by two organizations indicating some international differences in using Facebook for branding a sport organization. The results also provide practical implications for non-profit sport organizations using Facebook to build positive brand images, promote fan engagement and ultimately create brand ambassadors.

Strategic Use of Facebook to Build Brand Awareness

2017 ◽  
Vol 4 (1) ◽  
pp. 69-87 ◽  
Author(s):  
Ann Pegoraro ◽  
Olan Scott ◽  
Lauren M. Burch
Keyword(s):  
Communication Style ◽  
Sport Organizations ◽  
Non Profit ◽  
Significant Difference ◽  
Brand Attributes ◽  
Sport Organization ◽  
Facebook Pages ◽  
Brand Ambassadors ◽  
Fan Engagement ◽  
Practical Implications

Social media provides a strategic means for non-profit organizations to build and maintain strong relationships with consumers. The purpose of this study was to apply branding theory and frameworks to the use of Facebook by National Olympic Committees in two countries, Australia and Canada over specific time periods related to three Olympics Games. These Facebook pages were examined to determine the types of brand-related post content and communication style utilized as well as the consumer response to these posts. The two organizations generally used Facebook to broadcast product related brand attributes such as information about athletes and teams. There was also a significant difference in Facebook post use and focus by two organizations indicating some international differences in using Facebook for branding a sport organization. The results also provide practical implications for non-profit sport organizations using Facebook to build positive brand images, promote fan engagement and ultimately create brand ambassadors.

scholarly journals SPORT ORGANIZATIONS AND ENVIRONMENTAL PRESSURES: AN INSTITUTIONAL ANALYSIS

2018 ◽  
Vol 2 (1) ◽  
pp. 155-170
Author(s):  
Dobrosław Jerzy Mańkowski
Keyword(s):  
Social Life ◽  
Professional Staff ◽  
Point Of View ◽  
Sport Organizations ◽  
Environmental Pressures ◽  
Non Profit ◽  
External Process ◽  
Formal Organizations ◽  
Sport Industry ◽  
Sport Organization

Capitalism plays a significant role in the process of commercialization of sport. The bureaucratization, professionalization, politics and policy change legitimate organizational activities (Oliver 1992). The external process of bureaucratization, which is ‘the organizational manifestation of the rationalization of social life’ (Slack & Hinings 1994: 806) transforms sport organizations. The new environment of sport organizations moves them from voluntary organization to formal organizations with professional staff. This work identifies impact of external processes such as bureaucratization, professionalization and commercialization on sport organization. The focus is on the environmental pressures which change practices (procedures) in sport organizations. The article shows the changes in the field of sport and the processes of excluding voluntary, non-profit sport organization from competitions in elite sport. The last section of the article presents an alternative point of view on volunteers in sport industry.

The influence of perceived fan orientation on satisfaction, loyalty and sport consumption behaviors

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hüseyin Köse ◽  
Metin Argan ◽  
David P. Hedlund
Keyword(s):  
Focus Groups ◽  
Professional Football ◽  
Sport Organizations ◽  
Content Type ◽  
Sport Consumption ◽  
Sport Teams ◽  
Sport Organization ◽  
The Impact ◽  
The Relationship ◽  
Practical Implications

PurposeThe purpose of this research is to develop and validate a scale to measure the perceived orientation of sport organizations toward their fans, and subsequently, to test its relationship with six outcomes based on data from the fanbases of three distinct sport teams.Design/methodology/approachUsing interviews and focus groups, important elements of fans' perceptions of their relationship with sport organizations are identified. After creating items based on the results of the interviews and focus groups, EFA, CFA and SEM procedures are used to create and test a multidimensional scale of perceived fan orientation.FindingsUsing EFA and CFA procedures, an 11-item, four-dimension scale of perceived fan orientation is validated, including components measuring (1) hosting events and campaigns for fans, (2) communicating information to fans, (3) interacting with fans when requests and problems arise and (4) providing preferential treatment to fans. The SEM results provide evidence of the impact of fan orientation on multiple measured outcomes for three professional football teams.Research limitations/implicationsThis research is limited to three professional football teams in Turkey. However, the development of the multidimensional perceived fan orientation (PERFANOR) scale provides sport organizations' management and personnel with information about the relationship fans desire.Practical implicationsSport managers, marketers and front-line staff are recommended to undertake activities to improve the relationship between the organization, team and its fans.Originality/valueThe principles and practices of relationship marketing and service quality often include discussions of the importance of “putting fans first,” however until now, no multidimensional scale existed in sport which measures the perceived fan orientation of a sport organization.

scholarly journals An Exploratory Analysis of the Environmental Sustainability Performance Signaling Communications among North American Sport Organizations

2020 ◽  
Vol 12 (5) ◽  
pp. 1950
Author(s):  
Brian P. McCullough ◽  
Jamee Pelcher ◽  
Sylvia Trendafilova
Keyword(s):  
North America ◽  
North American ◽  
Environmental Sustainability ◽  
Communication Strategy ◽  
Sport Organizations ◽  
Environmental Initiatives ◽  
Sustainability Performance ◽  
The North ◽  
Sport Organization ◽  
Fan Engagement

Sport organizations across North America promote and claim deep commitments to environmental issues through sustainability performance signaling. These signals are conveyed through external associations or memberships (e.g., Green Sports Alliance) or internally (e.g., environmental reports and communications). However, researchers have not explored this communication strategy as it relates to environmental initiatives in sport nor compared environmental communications of sport organizations from the major professional sport leagues in North America. We analyzed the websites of 147 North American sport organizations and their associated venue websites for environmental performance signaling communications. We found that only one sport organization featured an environmental report on its website, and 42 sport organizations highlighted environmental initiatives through dedicated webpages on the respective team or venue’s website. Predominately, these communications focused on fan engagement initiatives (i.e., awareness, participation) but lacked goal setting, measurement metrics, or performance summaries. We discuss these themes, the implications, and recommendations for how sustainability performance signaling can be better leveraged in the North American sport sector.

“No Idea is a Bad Idea”: Exploring the Nature of Design Thinking Alignment in an Australian Sport Organization

2020 ◽  
pp. 1-14
Author(s):  
Greg Joachim ◽  
Nico Schulenkorf ◽  
Katie Schlenker ◽  
Stephen Frawley ◽  
Adam Cohen
Keyword(s):  
Design Thinking ◽  
Sport Management ◽  
Unmet Needs ◽  
Management Practice ◽  
Innovation Management ◽  
Sport Organizations ◽  
Non Profit ◽  
Sport Organization ◽  
Innovation Practices ◽  
Qualitative Exploration

As research into sport innovation management continues to evolve, the innovation efforts of both for- and non-profit sport organizations are increasingly revealed to be focused on best serving the sport user. Design thinking—a human-centered approach to innovation—may hold promise for sport organizations attempting to identify and deliver on the unmet needs of their users. As such, we undertook a qualitative exploration of the innovation practices of a commercial sport organization, attempting to balance hybrid for- and non-profit service goals. Alignment with design thinking themes was discovered in the organization’s practice, as were performative components of design thinking practice. Our findings suggest that design thinking is suitable—and indeed desirable—for adoption into sport management practice, particularly as a means of enhancing innovation efforts, designing holistic sport experiences, and/or overcoming competing institutional demands.

Governance Disclosure on the Internet by Leading Indian Public Sector Companies

Think India ◽  
2019 ◽  
Vol 22 (2) ◽  
pp. 174-187
Author(s):  
Harmandeep Singh ◽  
Arwinder Singh
Keyword(s):  
Public Sector ◽  
Financial Information ◽  
Three Dimensions ◽  
The Internet ◽  
Web Pages ◽  
Non Profit ◽  
Index Approach ◽  
Significant Difference ◽  
Governance Disclosure ◽  
The Web

Nowadays, internet satisfying people with different services related to different fields. The profit, as well as non-profit organization, uses the internet for various business purposes. One of the major is communicated various financial as well as non-financial information on their respective websites. This study is conducted on the top 30 BSE listed public sector companies, to measure the extent of governance disclosure (non-financial information) on their web pages. The disclosure index approach to examine the extent of governance disclosure on the internet was used. The governance index was constructed and broadly categorized into three dimensions, i.e., organization and structure, strategy & Planning and accountability, compliance, philosophy & risk management. The empirical evidence of the study reveals that all the Indian public sector companies have a website, and on average, 67% of companies disclosed some kind of governance information directly on their websites. Further, we found extreme variations in the web disclosure between the three categories, i.e., The Maharatans, The Navratans, and Miniratans. However, the result of Kruskal-Wallis indicates that there is no such significant difference between the three categories. The study provides valuable insights into the Indian economy. It explored that Indian public sector companies use the internet for governance disclosure to some extent, but lacks symmetry in the disclosure. It is because there is no such regulation for web disclosure. Thus, the recommendation of the study highlighted that there must be such a regulated framework for the web disclosure so that stakeholders ensure the transparency and reliability of the information.

Flexibility decision pathways in the management of uncertainty in property development: experience from an emerging market

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Timothy Oluwafemi Ayodele ◽  
Abel Olaleye
Keyword(s):  
Emerging Market ◽  
Survey Method ◽  
Property Development ◽  
Content Type ◽  
Significant Difference ◽  
Development Experience ◽  
High Level ◽  
Stratified Analysis ◽  
Management Of Uncertainty ◽  
Practical Implications

Purpose This paper aims to investigate the flexible decision pathways adopted by development advisors in the management of uncertainty in property development. Specifically, the study examines the quantitative techniques adopted by development advisors, the level of adoption of real options analysis (ROA) vis-à-vis the level of adoption of heuristics. Finally, the types of options exercised in property development were analysed. This was with a view to providing information that could mitigate the challenges of risk and uncertainty and increasing investment failure associated with property development in Nigeria, an emerging market. Design/methodology/approach The study adopted a survey method and was conducted on development advisors in property development companies/estate surveying and valuation firms in Nigeria. A total of 195 development advisors participated in the survey. The respondents were required to rate, on a five-point Likert scale, the level of adoption of the quantitative models, heuristics and the types of flexibility exercised during development. The data were analysed using mean rating, one-sample t-test and analysis of variance. Findings The results revealed that there was a preference for the use of traditional techniques, while probabilistic appraisal models and other contemporary methods such as ROA are seldom adopted by development advisors. While there was a significantly high level of adoption of heuristics, the stratified analysis examining the profile of the respondents and the level of adoption of ROA and heuristics suggests that years of experience influenced the level of adoption of both the ROA and heuristics by the development advisors. The analysis of the types of flexibility showed that staging/phasing and changing the initial use/design were the most prevalent flexibility pathways adopted during the development. However, the study found that there was no significant difference concerning the choice of flexibility being adopted by development advisors who used ROA and those who did not. Practical implications The study provides an understanding of the decision pathways adopted by development advisors in an emerging market like Nigeria. Originality/value The paper contributes to studies on decision-making pathways in the management of uncertainty under dynamic conditions by development advisors in emerging markets.

scholarly journals PERAN GENDER DAN PENALARAN MORAL DALAM PENGAMBILAN KEPUTUSAN ETIS DI BIDANG MANAJEMEN DAN IMPLIKASINYA: STUDI KASUS PADA ORGANISASI NIRLABA

2005 ◽  
Vol 4 (2) ◽  
Author(s):  
Djuwari . ◽  
Tatik Suryani
Keyword(s):  
Decision Making ◽  
Moral Reasoning ◽  
Ethical Decision ◽  
Ethical Decision Making ◽  
Decision Making Process ◽  
Moral Integrity ◽  
Moral Value ◽  
Non Profit ◽  
Significant Difference ◽  
Unethical Decision Making

How to make ethical decision making is very important in many aspect managerial process, because its implication can impact many other activities. Research found that many unethical behavior in business process is caused by unethical decision making. The recent research indicates that gender has important role in decision making process. The research is aimed to examine the effects of gender in decision making process in management. Beside it, the research also wants to examine the influence of moral reasoning to ethical decision making. Research involved 105 respondent from many non profit organizations located in East Java. By using t-test, the result reveals that there is significant difference between women and man in decision making. Women more ethical in decision making than men, in some aspect. Women more commit to autonomy, equality, win-win principle and moral integrity. By using simple regression analysis, the result indicates that moral reasoning influences significantly to ethical decision making. This research support the previously research that is conducted by Glover (2002) which the culture setting similarly with this research. The result can't be separated by the Indonesia cultural that expect women more ethical, obedience and respect to moral value.

scholarly journals User Satisfaction on Social Media Profile of E-sports Organization

2020 ◽  
pp. 61-75
Author(s):  
Krzystof Lukowicz ◽  
Artur Strzelecki
Keyword(s):  
Social Media ◽  
Computer Games ◽  
User Satisfaction ◽  
Partial Least Square ◽  
Easy Access ◽  
Equation Modeling ◽  
Sport Organizations ◽  
Data Set ◽  
The Social ◽  
Sport Organization

E-sport is one of the most rapidly growing branches of modern entertainment. Many factors influence this rapid progress such as easy access to the broadcast of matches, free e-sport games, or enjoying the favorite match are just a few of them. Moreover, the regularly growing number of tournaments organized (both online and hosted in the largest sports halls in the world) makes more and more older people interested in this phenomenon. Apart from the pure entertainment aspect, electronic sports offer great business opportunities. Proper use of social media allows generating high financial results for investors. The paper is dedicated to the user’s satisfaction from using social media profiles of e-sport organizations, teams, and players. The research covers the basic information about e-sport, social media, and e-marketing forms on social media for e-sport organizations. This work aims to assess the factors influencing the feeling of satisfaction with the use of the social media profile. The purpose of this study is to investigate the influence of Perceived Profile Usefulness, Perceived Entertainment, Identification with Organization and Players, and satisfaction on users’ Intention to Follow and Recommend social media profile of e-sport organization. The study tested and used the model in the context of social media profiles. The partial least square method of structural equation modeling is employed to test the proposed research model. The study utilizes an online survey to obtain data from 209 Polish e-sport enthusiasts (both players and spectators). The data set was analyzed using SmartPLS 3 software. The obtained results showed that the best predictor of users’ Satisfaction is Integration with Organization and Players, followed by Perceived Entertainment. Satisfaction predicts users’ Intention to Follow and Recommend the social media profile of the e-sport organization. The findings improve understanding regarding the marketing actions in e-sport’s social media profiles, and this work is therefore of particular interest to e-sport organizations, e-sport teams, and e-sport players. Keywords: E-sport, social media profile, satisfaction, computer games, social media marketing.

scholarly journals Waqf fundraising through money in the industrial revolution 4.0 era: A case study on Baitulmaal Munzalan Indonesia

2020 ◽  
Vol 20 (1) ◽  
pp. 23-40
Author(s):  
Bustami Bustami ◽  
Rio Laksamana ◽  
Zuliana Rofiqoh
Keyword(s):  
Social Media ◽  
Industrial Revolution ◽  
Field Research ◽  
Digital Age ◽  
Dominant Strategy ◽  
Non Profit ◽  
West Kalimantan ◽  
For Profit ◽  
Negative Perceptions ◽  
Facebook Pages

Only a few institutions are professionals in managing waqf in West Kalimantan Province. Baitulmaal Munzalan Indonesia Foundation (BMI) is present as one solution for people who want to donate their fund’s waqf through money in the industrial revolution 4.0 era. Having only been established for three years, BIM has managed to raise funds cash waqf of Rp. 2.9 billion. This paper aims to explain the strategies and constraints faced by BMI in collecting endowment funds through money in the digital age. By using the type of field research and data collection techniques through observation, interviews, and Focus Grup Discussion (FGD), there are two research results in this paper. First, the strategies used by BMI in developing cash waqf in the digital age are companies through social media (Facebook pages and Instagram) and tablig. Kampanye through social media is the most dominant strategy used by BMI and has enormous potential. Secondly, the obstacle felt by BMI in managing and developing cash waqf is negative perceptions from the community (external obstacle). Based on the results of this study, the authors argue that marketing through social media not only has positive implications for for-profit institutions but also non-profit institutions such as BMI in collecting and managing cash waqf in Indonesia.

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