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  • Acceptance, motivations, and usage of social media as a marketing communications tool amongst employees of sport national governing bodies

    Author(s)
    N. Eagleman, Andrea
    Griffith University Author(s)
    Geurin, Andrea
    Year published
    2013
    Metadata
    Show full item record
    Abstract
    National governing bodies (NGB) of sport are not-for-profit organisations that typically receive less mainstream media coverage and have much smaller marketing budgets than mainstream professional sports. Therefore, they must seek alternative methods from mainstream media and traditional marketing in order to increase brand awareness and reach fans and stakeholders. While all sport organisations stand poised to benefit from social media, NGBs seem to be a segment of the sport industry uniquely positioned to capitalise on social media's benefits. Because there is currently no known literature on NGBs' use of social media, ...
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    National governing bodies (NGB) of sport are not-for-profit organisations that typically receive less mainstream media coverage and have much smaller marketing budgets than mainstream professional sports. Therefore, they must seek alternative methods from mainstream media and traditional marketing in order to increase brand awareness and reach fans and stakeholders. While all sport organisations stand poised to benefit from social media, NGBs seem to be a segment of the sport industry uniquely positioned to capitalise on social media's benefits. Because there is currently no known literature on NGBs' use of social media, this study examined the role that social media plays within NGBs in the United States including employees' acceptance of social media, motivations to use social media, and the organisation's current usage of social media. An online survey was distributed to NGB employees in the spring of 2012, and results revealed that contrary to studies on other sport organisations, NGB employees reported high levels of acceptance and motivation to use social media regardless of demographic factors. Additionally, NGBs seemed to use social media as a communications tool to a greater degree than as a marketing tool. Implications for international and niche sport organisations are presented in the conclusion.
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    Journal Title
    Sport Management Review
    Volume
    16
    Issue
    4
    DOI
    https://doi.org/10.1016/j.smr.2013.03.004
    Subject
    Commerce, Management, Tourism and Services not elsewhere classified
    Business and Management
    Commercial Services
    Marketing
    Publication URI
    http://hdl.handle.net/10072/62387
    Collection
    • Journal articles

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