Acceptance, motivations, and usage of social media as a marketing communications tool amongst employees of sport national governing bodies

Andrea N. Eagleman

Sport Management Review, 2013, vol. 16, issue 4, 488-497

Abstract: National governing bodies (NGB) of sport are not-for-profit organisations that typically receive less mainstream media coverage and have much smaller marketing budgets than mainstream professional sports. Therefore, they must seek alternative methods from mainstream media and traditional marketing in order to increase brand awareness and reach fans and stakeholders. While all sport organisations stand poised to benefit from social media, NGBs seem to be a segment of the sport industry uniquely positioned to capitalise on social media's benefits. Because there is currently no known literature on NGBs’ use of social media, this study examined the role that social media plays within NGBs in the United States including employees’ acceptance of social media, motivations to use social media, and the organisation's current usage of social media. An online survey was distributed to NGB employees in the spring of 2012, and results revealed that contrary to studies on other sport organisations, NGB employees reported high levels of acceptance and motivation to use social media regardless of demographic factors. Additionally, NGBs seemed to use social media as a communications tool to a greater degree than as a marketing tool. Implications for international and niche sport organisations are presented in the conclusion.

Keywords: Olympic; Sport; Social media; Marketing; Communications (search for similar items in EconPapers)
Date: 2013
References: View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1441352313000120
Full text for ScienceDirect subscribers only

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:eee:spomar:v:16:y:2013:i:4:p:488-497

Ordering information: This journal article can be ordered from
http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/bibliographic
http://www.elsevier. ... 716936/bibliographic

DOI: 10.1016/j.smr.2013.03.004

Access Statistics for this article

Sport Management Review is currently edited by Tracy Taylor

More articles in Sport Management Review from Elsevier
Bibliographic data for series maintained by Catherine Liu ().