Sports media, marketing, and management : breakthroughs in research and practice / Information Resources Management Association, USA, [editor].

Format:

Book

Contributor:

Information Resources Management Association.

Series:

Critical explorations

Gale eBooks

Language:

English

Subjects (All):

Communication in sports.

Sports--Marketing.

Sports.

Sports administration.

Mass media and sports.

Social media.

Physical Description:

1 online resource (xi, 558 pages) : illustrations (some color).

Place of Publication:

Hershey, Pennsylvania : IGI Global, Business Science Reference, [2018]

System Details:

Mode of access: World Wide Web.

Summary:

"This book is a comprehensive reference source for the latest scholarly material on the effectiveness of current methodologies and theories in an effort to improve promotional activities, management, and the organization of all aspects of the sports industry. Highlighting a range of pertinent topics such as brand management, social media, and sports tourism marketing"-- Provided by publisher.

Contents:

Section 1. Branding and marketing. Chapter 1. Getting brand commitment through internet and mobile sports marketing: an insight on Real Madrid Football Team ; Chapter 2. Digital marketing: relationship between Real Madrid's actions and brand promotion and customer loyalty ; Chapter 3. Brand anthropomorphism: collegiate mascots and social media ; Chapter 4. Play it like Beckham!: the influence of social networks on E-reputation the case of sportspeople and their online fan base ; Chapter 5. Fantasy sports and gambling in sport: marketing implications for branding and fan engagement ; Chapter 6. Strategic use of Facebook to build brand awareness: a case study of two national sport organizations ; Chapter 7. Sports marketing and social media ; Chapter 8. The ball is in your court: using socially responsible actions as an effective marketing tool ; Chapter 9. The marketing implications of international sports rating systems ; Chapter 10. Social media and marketing: the evolution of Tottenham Hotspur Football Club

Section 2. Management, sponsorship, and strategic planning. Chapter 11. Branding through sponsorship-linked marketing: a case of Chinese sports apparel and equipment brand "Li Ning" ; Chapter 12. Predicting the attentional effect of sport sponsorship information as an innovative evaluation approach ; Chapter 13. Views on sports sponsorship in Singapore ; Chapter 14. Opportunities and challenges in wake sports in Taiwan ; Chapter 15. Driving tourism through sport event in the Lipno Region: First Summer Olympic Park in the Czech Republic ; Chapter 16. Nature and characteristics of the sport industry and its current trends impacting the industry ; Chapter 17. Sport management and sustainability innovation challenges ; Chapter 18. Perceived importance and extent of implementation of volunteer management practices: comparison between national sports associations and event management companies

Section 3. Spectatorship and consumerism. Chapter 19. The passion that unites us all: the culture and consumption of sports fans ; Chapter 20. Rationalizing sport spectatorship: analysis of fan behaviour in S-league ; Chapter 21. Those who rarely attend alone: tribal sport fans ; Chapter 22. Automatic live sport video streams curation system from user generated media ; Chapter 23. Exploring factors that lead to people watching professional soccer on television ; Chapter 24. The effect of E-service quality on football fan satisfaction and fan loyalty toward the websites of their favorable football teams ; Chapter 25. The rise of the modern sports article: examining the factors that can influence the credibility of online sports news ; Chapter 26. Between sports event and media event: the Sochi 2014 Olympic Winter Games in Italian newspapers ; Chapter 27. Bollywood sporting spectacles: Indian Premier League Cricket as a bollywoodized media event ; Chapter 28. Sport omnibus events as media shows.

Notes:

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9781522554769

OCLC:

1023563047