Impact of Social Media Marketing: The Impact of whats App ‎status update on a sporting event of the academic program ‎

Document Type : Research Paper

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Abstract

ABSTRACT
Social media marketing, including the use of Facebook , is becoming a prevalent part of the ‎promotional marketing mix by recreation and sport organizations.While use of Facebook as a ‎marketing tool is common , empirical evidence of itsuse is lacking. This study examined the ‎effectiveness of social media marketing on college students in a campus recreation setting. ‎Specifically, the effectiveness of Facebook status messages were assessed via a 2 × 2 repeated ‎factorial within withinsubjects design to determine their influence on awareness of, interest in, and ‎intention to participate in a campus recreation special event. Participants were
assigned to experimental (n = 27) or control (n = 25) groups . ANCOVAs revealed significant ‎differences in awareness based on the treatment, but not in interest orintention. Findings suggest that ‎social media marketing was effective in increasing awareness , and the study served as an empirical ‎foundation for future research .

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References

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Communication Management in Sport Media
Volume 2, Issue 4 - Serial Number 8
September 2015
Pages 38-46

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History

  • Receive Date: 28 June 2015
  • Revise Date: 26 July 2015
  • Accept Date: 21 August 2015

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