University lecturer // Marketing and Digital Media Specialist
The discipline of marketing communications is one of the main components of marketing and seeks to promote the company or brand and its services and products across a variety of marketing and […]
This study investigates the motivations for spectators of a main boxing event and their influence on fan identification. The Wilder vs Fury rematch is hereby used as an example.
The following study assesses the impact of the Champions Hockey League’s brand prestige on trust, perceived risk, satisfaction, and loyalty of ice hockey fans and viewers. The importance of the research is […]
Section 1: Background to the research Fan engagement is often considered a priority for sports brands, because it can foster brand-customer relationships, strengthen brand loyalty, and, ultimately, increase revenue (Greve, 2014). With […]
This blog post follows on the article «Juventus FC brand content on Facebook designed for heuristics» and discusses how motivation, ability, and trigger need to unfold in a logical way to promote […]
This blog post follows on the article «Planned behaviour, risky decisions and mental shortcuts when designing a live video on social media for a football club» and discusses how Italian Serie A […]
Football clubs provide brand experiences through live video on social media for their spectators by producing audiovisual content. Producers of live videos, often in-house marketers or communication managers, can implement psychological principles […]
Technological advancements originating from the Information Age, such as computer systems, telecommunication systems, and consumer electronics, converged into a multimedia system that made digital, computer-based and mobile communication ubiquitous (cf. Jenkins, 2006; […]
It is common knowledge that marketing is an established business discipline. Marketing-mavens such as Philip Kotler, Kevin L. Keller, and Seth Godin wrote seminal literature for marketing practitioners and students to revisit […]
One eminent question is hovering over the heads of marketers these days: Periscope or Facebook Live? In this post, we will look at eight live video broadcasting examples from New York City FC, […]
Today, we will discuss the 3 levels of emotionality of a perfectly branded Instagram photo. I mentioned the subject of this post, an Instagram photo of Leonardo Bonucci, already two years ago […]
Providing a holistic experience for football fans and online followers is an undertaking that football clubs tackle at various levels of the value chain with various degrees of success. The advent of the […]
In regard to live video broadcasting possibilities such as Periscope, Meerkat, and Facebook, sports brands seem to follow a rather pragmatic approach and broadcast ad-hoc from their facilities without an organized concept […]
Brands can create social media posts containing anecdotes, photos, videos, or other material and their fans and followers can then interact with these posts by liking or commenting on them (Vries et […]
As the old adage goes, ‘A picture is worth a thousand words,’ and in today’s interconnected marketing environment it might be worth even more than that. Sharing photos with friends and strangers […]
Building long-term relationships with consumers has become one of the critical issues for marketers (Kotler and Armstrong, in Shank, 2002:383). Hence, relationship marketing should be considered an integral part of the marketing […]
