Social Media and Sponsorship in Sport

Petros Parganas and Christos Anagnostopoulos

Chapter 10 in Social Media in Sport:Theory and Practice, 2021, pp 253-286 from World Scientific Publishing Co. Pte. Ltd.

Abstract: After reading the chapter, you will be able to do the following:Understand the implications of social media on sponsorshipDiscuss the sponsorship activation process in the social media environmentRecognize the role of social media in ambush marketingDiscuss the recent developments in celebrity endorsementsIdentify the different forms of influencers and their role in sponsorship and athlete endorsement

Keywords: Social Network; Online Communities; Content Communities; Discussion Sites; Influencers; Social Listening; User-Generated Content; Active Audience; Social Listening; Participatory Cultures; Public Space; On-Domain Communities; Instafamous; Micro-Celebrities; Vloggers; Content Aggregation; Gatekeeper; Livestreaming; Click-Through Rate; Three-Click Rule; Micro-influencers; Content Strategy; Content Calendar; Engagement Rate; Social Ambush; Hashtag Politics; Online Discrimination; Online Violence; Social Monitoring; Counter Public Space; Social Media Influencers; Social Media Platforms; Social Media Users; Social Media Analytics; Social Media Planning Process; Social Media Management Process; Data Governance; Data Management; Data Mining; Data Warehouse; Multimodality; Sentiment Analysis; Social Network Analysis; Social Media Strategy; Social Media Activism; Community Management; Community Success; Sport Communities; Agenda Setting; Cultural Theories; Critical Race Theory; Framing; Maladaptive Para Social Interaction; Para Social Interaction; Self-Presentation; Social Identity Theory; Uses and Gratification Theory; Customer Relationship Management Systems; Programmed Decision-Making; Nonprogrammed Decision-making; Decision-Making Steps; Communication; Engagement; Interaction; Relationship Marketing; Value; Value Co-Creation; Brand Ambassadors; Brand Associations; Brand Equity; Brand Management; Like-Gating; Endorsements; Crisis; Crisis Communication Plan; Image Repair Theory; Organizational Reputation; Prior Reputation; Corporate Social Responsibility; Diversity; Ethical Awareness; Inclusion; Social Identity; Return on Investment; Return on Objective; Business Account; Practical Steps; Statistical Analysis; Personal Branding; Second-Screen Viewing; Self-Commodification; Sponsorship Activation; Conducting Assessments (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2021
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