The Impact of Social Media Marketing during Mega Sports Events –an Empirical Study in the Frame of the FIFA World Cup 2014

Gerd Nufer and Franziska Ibele

Quarterly Journal of Business Studies, 2016, vol. 2, issue 1, 1-24

Abstract: Throughout the past decade the rapid proliferation and widespread adoption of social media for marketing purposes can be observed across all technological and digital touch points. This paper focuses on the implementation of social media marketing during mega sports events. We examine impacts by analyzing adidas’ and Nike’s social media campaigns in the frame of the FIFA World Cup 2014 in Brazil. What impact did the social media activities of Nike and Adidas have on their Twitter and Facebook presence? Which additional value did the social media activities contribute to their respective targets of the entire marketing campaign? In order to answer these questions an empirical study was conducted. Several hypotheses were formulated and tested.

Keywords: Marketing; Sports Marketing; Sports Events; Social Media Marketing (search for similar items in EconPapers)
Date: 2016
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://rassweb.org/admin/pages/ResearchPapers/Paper%201_1495913235.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rss:jnljbs:v2i1p1

Access Statistics for this article

More articles in Quarterly Journal of Business Studies from Research Academy of Social Sciences
Bibliographic data for series maintained by Danish Khalil ().