Here a brief video summary of my empirical research answering the question, âWhich motives have the greatest influence on the intention to watch the National Womenâs Soccer League (NWSL)?â The analysis is […]
The following study examines the influence of brand cohesiveness and team identification on the fit of co-branding between the French football club Paris Saint-Germain F.C. (PSG) and the Nike-owned Jordan Brand, an […]
This empirical study evaluates how perceived brand globalness and localness of the J.League, affect viewing intentions of its audience worldwide. It further offers recommendations on how to develop and strengthen the intention to watch the J.League through marketing communications efforts.
The following empirical study seeks to understand the level and sort of influence that football star and celebrity athlete Zlatan IbrahimoviÄ has on his social media fans and followers. A dedicated questionnaire […]
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 […]
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 […]
