The Detroit Pistons, a premier franchise in the National Basketball Association (NBA), have effectively harnessed the power of social media to engage with a global fanbase, with TikTok emerging as an important […]
This research explores the impact of influencer marketing on digital platforms like TikTok, emphasising the evolving dynamics between content categories and user engagement behaviours. Focused on Alisha Lehmann, a Swiss football player and influencer, the study examines the influence of various content categories on her TikTok account.
This research explores how social media content categories can affect user engagement behaviour and viewership of the NHL’s Stanley Cup 2022 final series on network TV and via streaming.
Women’s boxing has increased in popularity since its inclusion in the London 2012 Summer Olympics and due to the continuous promotional efforts of pioneering athletes like Katie Taylor, Clarissa Shields, and Amanda […]
Engaging with others on social media while watching television (TV) or live-streaming any sort of entertainment has become a common phenomenon. It is occasionally referred to as second-screening or social TV, because […]
This article explores the motivations of Kaizer Chiefs F.C. fans and followers for engaging with the South African football club on social media. It introduces the theoretical framework and methodology derived from […]
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 […]
As the editors at Wonderwall.com underline, ‘just as fun as waking up to presents on [Christmas morning] was waking up to all the fun social media messages our favorite celebs have been […]
Chris Fill and Barbara Jamieson (2006:547) define public relations (PR) as ‘a management activity that attempts to shape the attitudes and opinions held by an organisation’s stakeholders,’ and explain that organisations can […]
Brand value has become a buzzword in recent times and many managers, consultancies, and companies have started to pay closer attention to it. The fact that Madden, Fehle, and Fournier (2006) mention […]
Examples from a hashtag search done on Instagram – #ThingsTevezCouldDribble It is safe to assume that football business managers will consider having an online marketing or communication strategy in place for their […]
First off, Happy New Year 2015. May it be a healthy, peaceful, and prosperous one for all of us, with loads of exciting football entertainment. Like every year, clubs, athletes and football […]
Source: Twitter.com/GPelle19 Professional football players have recognised the potential of Twitter and how it can boost what Mitch Joel calls «The New Marketing of You» (Ctrl Alt Del, 2013). In this post […]
Modern marketers agree that content marketing is an essential approach for any brand. In the case of football clubs, there is a ton of content that can be used for marketing and communication […]
This post explores how this year’s Italian Serie A champions Juventus FC addresses the three dimensions of a brand’s functional aspects as identified by Kapferer (2008) that exploit the experience, mental associations and […]
Many people on the web have been complaining about the lack of online media engagement and information output by J.League clubs, and soon the assumption was made that J.League clubs do not […]
