scholarly journals Fan Engagement in Motorsports: A Case of the FIA World Rally Championship

2019 ◽  
Vol 5 (1) ◽  
pp. 31-44
Author(s):  
Hans Erik Næss ◽  
Sam Tickell
Keyword(s):  
Social Media ◽  
Media Campaign ◽  
Audience Engagement ◽  
Media Campaigns ◽  
Building Relationships ◽  
Transmedia Storytelling ◽  
Fan Engagement

Social media success is increasingly being linked to profitable relations between sporting teams and their communities of fans. Through a case study of RallytheWorld, Volkswagen’s social media campaign 2013-2016 for the FIA World Rally Championship (WRC), this paper provides sports marketers with relevant practices on how to develop social media strategies and building relationships with and between the fans. Drawing upon theories of community facilitation and ‘transmedia storytelling’, as well as the method of autoethnography, our finding is that RallytheWorld, through its audience engagement techniques provided WRC fans with a new experience while respecting the championship’s sporting traditions. This combination, we argue, made RallytheWorld a qualitatively better offer to rally fans than comparable social media campaigns in the WRC.

False Information Narratives

2019 ◽  
pp. 326-348
Author(s):  
J. J. Sylvia IV ◽  
Kyle Moody
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Presidential Election ◽  
Internet Research ◽  
False Information ◽  
Media Campaigns ◽  
Geographic Locations ◽  
The U.S ◽  
The Way

The issue of Russian interference in the 2016 U.S. Presidential election has been widely debated by scholars and journalists. However, these works have not fully analyzed the ads that have been released by Facebook and the U.S. Congress. This project uses a case study to analyze the ads posted by the Russian-affiliated Internet Research Agency, considering the quantities of ads targeted to particular geographic locations, the frequency of targeting for unique keywords, and the reach and impressions of each of the ads. Further, these results are compared to results from best practices in traditional social media campaigns as a way to better understand the goals and potential impacts of the IRA ads. In conclusion, the project, by analyzing the full set of IRA ads, sheds new light on the way false information narratives were leveraged by the Russian-linked IRA.

#NCAAInclusion: Using Social Media to Engage NCAA Student-Athletes in Strategic Efforts to Promote Diversity and Inclusion

2020 ◽  
Vol 9 (S1) ◽  
pp. S35-S43 ◽  
Author(s):  
Yannick Kluch ◽  
Amy S. Wilson
Keyword(s):  
Social Media ◽  
Student Athletes ◽  
Planning Process ◽  
Student Athlete ◽  
Media Campaign ◽  
Sports Industry ◽  
Diversity And Inclusion ◽  
Starting Point ◽  
Inclusive Excellence

In an increasingly diverse sports industry, inclusive excellence becomes an important axiom to engage a variety of stakeholders. This case study outlines the development of the National Collegiate Athletic Association’s (NCAA) inaugural Diversity and Inclusion Social Media Campaign launched by the NCAA’s Minority Opportunities and Interest Committee in partnership with the national Student-Athlete Advisory Committees. The goals of this campaign were to provide the more than 500,000 student-athletes in the NCAA with a platform to create a dialogue on diversity and inclusion on their campuses as well as to communicate the benefit of inclusive environments to the student-athlete experience. By outlining the steps from the campaign idea to its implementation, this case study provides students with the ability to (a) understand a major sport organization’s planning process for a national social media campaign focused on diversity and inclusion, (b) analyze current diversity trends in the sports industry using the NCAA as an example, (c) trace the NCAA membership’s engagement with the campaign, and (d) determine to which extent a campaign such as this one can serve as a starting point for anchoring inclusive excellence in the fabric of intercollegiate athletics departments.

scholarly journals Impact of a Social Media Campaign on Reach, Uptake, and Engagement with a Free Web- and App-Based Physical Activity Intervention: The 10,000 Steps Australia Program

2019 ◽  
Vol 16 (24) ◽  
pp. 5076
Author(s):  
Anna T. Rayward ◽  
Corneel Vandelanotte ◽  
Kelly Corry ◽  
Anetta Van Itallie ◽  
Mitch J. Duncan
Keyword(s):  
Social Media ◽  
Physical Activity Intervention ◽  
Binary Logistic Regression ◽  
Health Programs ◽  
Media Campaign ◽  
Media Campaigns ◽  
Engagement Strategies ◽  
Effective Combination ◽  
Social Media Platforms ◽  
One Year

Social media campaigns provide broad-reach and convenience for promoting freely-available health programs. However, their effectiveness and subsequent engagement of new users is unknown. This study aimed to assess the reach and new member registration rates resulting from a dedicated 10,000 Steps social media campaign (SMC) and to compare program engagement and time to non-usage attrition of new users from the SMC with other users. SMC reach (using Facebook, Instagram, and display advertisements engagement metrics), new-user numbers, engagement (usage of the website and its features), and time to non-usage attrition were assessed using generalized linear regression, binary logistic regression, and Cox proportion hazards regression models. During the SMC, Instagram and display advertisement impressions, Facebook reach and new daily registrations were significantly higher compared with six weeks and one year prior. There were no between-group differences in the average usage of most website/program features. Risk of non-usage attrition was higher among new users from the SMC than new users from one year prior. The SMC was effective in promoting awareness of the 10,000 Steps program. Further research to identify long-term engagement strategies and the most effective combination of social media platforms for promotion of, and recruitment to, health programs is warranted.

Profanity in viral tourism marketing: A conceptual model of destination image reinforcement

2021 ◽  
pp. 135676672110204
Author(s):  
Ida Kristine Fjelldal ◽  
Anna Kralj ◽  
Brent Moyle
Keyword(s):  
Social Media ◽  
Conceptual Model ◽  
Viral Marketing ◽  
Destination Image ◽  
Media Campaign ◽  
Future Studies ◽  
Tourism Marketing ◽  
Tourism Studies ◽  
Stereotypical Image

Destination image is considered one of the most researched topics in tourism. Studies have focused on how image formation agents can be leveraged to shape the image of a destination, with research on social media emerging in prominence. Despite this growth, limited research has focused on the confluence of viral marketing, profanity and destination image, especially among young social media savvy users. Consequently, the aim of this article is to explore how a viral marketing campaign incorporating profanity impacts on the cognitive, affective and conative components of destination image. An unofficial viral social media campaign in Australia was selected as a case study. Findings revealed attitudes were overwhelmingly positive towards the viral campaign. Profanity was considered by the respondents as a novel technique for stimulating destination awareness. Although profanity stimulated awareness, and the use of profanity reinforced a stereotypical image, there was negligible evidence of transfer to intention to travel. A conceptual model of destination image reinforcement is articulated. Future studies need to consider the benefits and risks of profanity in a social media campaign and the subsequent implications for destination image.

scholarly journals The Girl Rising ‘We Dream, We Rise’ Social Media Campaign in India: Reach, Engagement and Impact

2020 ◽  
Vol 15 (1) ◽  
pp. 106-124
Author(s):  
Amita N. Vyas ◽  
Nitasha Nagaraj ◽  
Jordan Genovese ◽  
Gayatri Malhotra ◽  
Nidhi Dubey ◽  
...  
Keyword(s):  
Social Media ◽  
Adolescent Girls ◽  
Social Action ◽  
Gender Stereotypes ◽  
Lessons Learned ◽  
Media Campaign ◽  
Media Campaigns ◽  
Campaign Evaluation ◽  
Global Campaign ◽  
Meaningful Information

Girl Rising, a global campaign, uses the power of storytelling to build a movement for adolescent girls by inspiring people to change the way girls are valued, and sparking social action. We Dream, We Rise, is a social media campaign that was launched to call attention to age-old gender stereotypes that have gone unquestioned for generations and to inspire adults across the country to ‘dream as big for their girls as they do for their boys’. A descriptive evaluation of the campaign was conducted to measure its reach, saliency, and lessons learned. The campaign evaluation focused primarily on reach, engagement, perceptions of the campaign messaging, and intention to take social action. The campaign reached 25 million people, received more than 600,000 views, and engaged with more than 200,000 people, which yielded a more than 2% engagement rate compared to the industry average of 1%. While extracting meaningful information from social media campaigns can pose to be challenging, there is a need to move beyond just measures of reach. Measurement on quality, saliency, and outcomes are critical to ensuring that future campaigns are successful and yield the desired rigor, quality, and investments needed to facilitate change.

scholarly journals Islamic Principles in Marketing: An Overview of Islamic Marketing mix in Social-Media Campaign

2021 ◽  
Vol 1 (1) ◽  
pp. 69-82
Author(s):  
Syafwendi Syafril ◽  
M. Fuad Hadziq
Keyword(s):  
Social Media ◽  
Marketing Mix ◽  
Media Campaign ◽  
Marketing Theory ◽  
Islamic Ethics ◽  
Media Campaigns ◽  
Library Research ◽  
Internet Users ◽  
Marketing Activities ◽  
Analytical Result

The increasing number of internet users among Muslims worldwide has open opportunities for business players to develop Islamic marketing and get attention from them. Social media becomes a popular platform for the Muslim community to interact, communicate, and share regarding humanity, education, donation, and the Islamic lifestyle. This paper arranges to analyzes the Islamic marketing mix that must be existed in social media campaigns. The Islamic principles in marketing are the main key to determine whether businesses not only provide sharia-compliant products and services but also succeed to comminates it based on Islamic ethics and value. The library research was conducted in research methodology to review marketing theory and concept from an Islamic perspective. Findings. The analytical result shows that the integrated Islamic principles such as halalan tayyiban, anti-monopoly, gharar, speculation, excessive action, manipulative sales tactic, etc., should be eliminated in the marketing mix in social media campaigns. All that aims to ensure marketing activities run properly according to Shariah principles.

scholarly journals Countering anti-vaccination trends and changing online opinion

2019 ◽  
Vol 29 (Supplement_4) ◽  
Author(s):  
C Signorelli ◽  
A Odone
Keyword(s):  
Social Media ◽  
Role Model ◽  
Scientific Data ◽  
Media Campaign ◽  
Fake News ◽  
High Prevalence ◽  
The Web ◽  
Scientific Rationale

Abstract We reported the case study of Professor Roberto Burioni, a medical microbiologist and virologist who, in 2015, started a personal social media campaign to contrast anti-vaccinists, using Facebook and other social media to disseminate the science behind vaccines and disseminating scientific data to refute rumors about their dangers. With over 500,000 people following his Facebook profile, Burioni has become a popular role model and influencer in the field of vaccines, openly criticizing vaccines’ refusers and fighting fake news. He used a rather aggressive tone, claiming they are ignorant and that “science is not a matter of democracy”. Although it is methodologically difficult to quantitatively estimate the so-called ‘Burioni effect’ in influencing vaccines’ confidence, we report a drastic rebalance of the number of Italian social media pages supporting vaccines after 2015 suggesting his action on the web has been successful. In fact in 2015 Fakebook pages with the highest amount of contacts were anti-vax, while in 2018 pages with the highest number of contacts were those of supporting the scientific rationale of immunization. We are studying this phenomenon inside a project considering areas of Italy with high prevalence of no-vaxxers and hesitants.

The tie-up blues for Vanya’s Dance Planet: A failure case of social media marketing

2021 ◽  
pp. 204388692110223
Author(s):  
Pooja S Kushwaha
Keyword(s):  
Social Media ◽  
Cost Effective ◽  
Social Media Marketing ◽  
Media Campaigns ◽  
The Social ◽  
Wise Decision ◽  
Pull Marketing ◽  
Social Media Platforms ◽  
Start Ups

This case study covers various aspects of social media as an alternative and cost-effective tool of marketing and promotion. The case also highlights the social media promotion tools used by a social media consultancy start-up for a client, and how it failed to achieve desired results. In this world of digitisation, social media marketing is a trend that is prevalent across the globe. Social networks have changed the way information is delivered to the customers, shifting from traditional push marketing to pull marketing. Entrepreneurs are using social media marketing to promote their product or services by this they can not only promote their venture but at the same time efficiently utilise their marketing budget. Vanya’s Dance Planet is such an organisation which used social media marketing to reach out to its target prospective customers. It required structured planning, professional knowledge about various social media platforms, and creative writing skills to post content on these platforms. The consultant organisation We4U planned and executed the social media campaigns for Vanya’s Dance Planet getting professional help from social media consultancy start-ups which can be a wise decision for some entrepreneurial ventures. But sometimes these professional tie-ups would end up with loss of time, money and trust. This case study deliberates upon such a fallout.

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