sports marketing & social media (is it really just for consumer consumption or for entertainment...

Sports Marketing & Social Media: Is It Really Just For Consumer Consumption or for

Entertainment & Informational Purposes 1


Entertainment & Informational Purposes

Brittany L. Murray

Southern New Hampshire University



Abstract

The purpose of this research is to provide support and evidence that social media

platforms have a direct or indirect correlation with fanship for professional sports in the areas of

entertainment and information or consumer consumption of team gear and merchandise. The

study will include primary data to exemplify that using this marketing technique can assist with

an increase in revenue in many areas of a sports team and retaining loyal fans. This research will

support this claim as well as fulfilling approaches that have not been expounded upon yet for

areas of further experimenting.

Keywords: sports marketing, social media, entertainment, consumer



Introduction

In today’s society, the sports industry has evolved in many different ways including the

marketing methods. Many leagues and sports companies heavily rely on social media platforms

and word of mouth advertisement. As the fanbase of teams become younger and younger,

researchers have to figure out new methods to retain customer loyalty in the areas of

entertainment and consumer consumption. Technology evolves more and more. It becomes

involved in daily life and in everything these days. So much so that fans use social media

platforms to keep with sports.

Using Hoon Lim, Waldburger and Witkemper’s research Social Media & Sports

Marketing: Examining the Motivations and Constraint of Twitter Users study, we will compare

and contrast a further study. We will focus on all professional U.S. sports. We have hopes in

discovering answers to the following questions based off primary data:

1. Are social media platforms provided by professional teams are a form of

entertainment & information or marketing consumption for fans? Why or why not?

2. How well does a team or player affect their decision to keep up with on social media?

This study will use primary research provided with the use of qualitative data (surveys).

As with any study, there comes trial and error. The data collected and presented may not always

be 100% accurate and/or skewed based upon the response rate, results, and lack of participants.

The result analysis coding has yet to be determined but certain to be used through the

quantitative method Potential ethical errors to expect are that I may be bias to one particular

sport compared to others. My findings and research may be limited due to withholding sensitive

and secure information being that I am an employee of a professional team to not bar me from

my employer.



Literature Review

In an experiment conducted in Hoon Lim, Waldburger and Witkemper’s research Social

Media & Sports Marketing: Examining the Motivations and Constraint of Twitter Users, studies

show that social media has many constraints and motivations on its users, specifically Twitter.

During the site’s early stages of February 2008 to February 2009, it increased its users from

475,000 to over seven million (McGiboney, 2009). While there have been many studies

conducted on social media, there is limited data to explain the motivations of the users. But

according to research conducted by Kaplan and Haenlin (2010), the new infancy of the new era,

social began as early as the 1950s. Internet just merely provided access to creating what we now

know social networking sites, MySpace (2003), Facebook (2004), and Twitter (2006). Those

were and still are essentially the pioneers to today’s world of entertainment, news, weather, and a

plethora of other industries. It has also provided more than enough access to the sport realm.

In Hoon Lim’s, Waldburger’s and Witkemper’s research they had the following

limitations to link social media and the sports industry together. The studies: a. were conducted

over five years ago, b. conducted testing from one social media site (Twitter), and c. tested a

small sample. During the time of the research, social media was just in its infancy stages.

Therefore, the studies may not be as accurate or up to date as social media, technology, and sport

continues to evolve.

However, in the sports world, researchers are attempting to find many ways to link social

media and sports together. Although, there are fantasy leagues for just about every sport online,

there are still many questions in trying to connect the two worlds together. To begin, let’s take a

look at Milda Damkuvien’s and Regina Virvilait’s 2007 research, The Concept of Relationship In

Marketing Theory: Definitions and Theoretical Approach. According to their Dimensions and



elements of relationship concept section, “It has been declared that traditional marketing

attempts at developing a temporary and passive relationship, while marketing, oriented towards a

relationship, aims at creating a long-lasting relationship, marked by open and honest

communication” (Damkuvien and Virvilait, 2007). This speaks volumes as in any area,

marketers are consistently finding ways to increase and maintain their customer relationship

especially in the sports world.

Relationship Marketing in Sports: A Functional Approach studies backs up that theory

stating that, “relationship marketing is characterized by the attraction, development, and

retention of customers [and] stress the importance of relationship marketing and its overall

effectiveness (Bee and Kahle 2006). In addition to that, Sheth and Parvatiyar, 2000 describe the

relationship as an ongoing cooperative behavior between the marketer and the consumer. But

when it relates to sports, Bee and Kahle had the found the following:

“Relationship marketing theory has received attention in many areas of business, and has also

addressed the sport industry as seen in the following studies. Sports organizations focus on long-

term consumer retention and incorporate a variety of database-management techniques to

maintain and enhance customer relationships (Bee & Kahle, 2006).”

On the other hand, another aspect marketers have to look at is “what benefits do

consumers believe they receive for participation in a marketing (exchange) relationship?

(Peterson 2001) This is something that has to be taken into consideration when trying to

especially consumer relationships and maintaining their loyalty. Peterson concluded in his

research that, “consumers enter a marketing relationship because they expect to receive positive

value from their participation.” (Peterson, 2001) But before researchers take action, they also

must consider some things highlighted in Sheth’s and Parvatiyar’s study, Relationship Marketing



in Consumer Markets: Antecedents and Consequences. Their study focuses on a plethora of

theories put for the sake of this study, they emphasized the following: Personal Motivates to

Engage in Relational Market Behavior, Sociological Reasons for Engaging in Relational Market

Behavior, and Institutional Reasons for Engaging in Relational Market Behavior.

These are all important because they create the foundation for researchers in many

industries but specifically in the sports world. These types of experiments lead a pathway for

new cutting edge opportunities to keep their fans satisfied. As new age technology evolves, so

does sports. Researchers and marketers cannot possibly keep loyal consumers if they do not have

secondary data to review to either add and disprove studies or create a new trend. In some many

words of the Adidas Group, “To be successful with today’s consumer, a strategy of mass

production or mass marketing is no longer sufficient.”

Franchises must venture out into other methods of their fan base. In 2015, the newer

generations take to social media for their up to date information, news, and consumption of

merchandise. For example, Instagram, has many users using their accounts to set up shop

specifically on that platform only from clothing and shoes to hair weaves and an assortment of

other products. Other followers may find it quite useful and easier to purchase things online

compared to going into a store.

But on the verge of speaking about the sports world, it is very similar in many aspects.

As the sports industry still maintains its infancy, there are many ways it’s still evolving. As

quoted by Quickish’s founder, Dan Shanoff, “… New technology is enabling phenomenal new

and exciting levels of interaction between fans and sports (with marketers finding a place within

the medium).” In order for companies to get close to their fans in this new age of technology,

they must not only do their research and experiment but also invest into it. In The relationship



Marketing Process: Communication, Interaction, Dialogue, Value, the author finds that, “there

are many dimensions to relationship marketing; however, social media provides the opportunity

to focus on two of the three core components, communication and interaction” (Grönroos 2004).

It also states the following:

“Social media applications allow consumers to interact on several levels. It permits interactions

from consumers to consumers and consumers to the organization. These interactions develop

into what becomes the consumer's experience.” (Grönroos 2004).

But as of recent data from Quantcast.com (2011), according to the demographic data, the

majority of Twitter users in the United States range from 18-34 years old, thus an ideal age range

to examine for this study. In addition, this group has been labeled as a very competitive market

(Lopez, 2009). This age bracket is significantly sought after by sport marketers (Lim, Martin, &

Kwak, 2010).

With that being said, these ties right back into Social Media & Sports Marketing:

Examining the Motivations and Constraint of Twitter Users studies. While the authors believe

there is not enough up to date literature about the current state of social media, they do believe

there is a correlation linking social media and sports journalism or the sports world. In their

study they observed the following: a combine model consisted of 12 items with four measures of

motivation (i.e. information, entertainment, pass time, and fanship/fanbase) and a combine model

consisted of 12 items with four measures of constraints (i.e. accessibility, economic, skills,

social, etc.) In the Appendix, you will find figure 1 that full describes their study using the

motivation and constraint theory for their experiment.

The limitations of Hoon Lim’s et al research will be used to create a modified conceptual

framework, modernized hypotheses developments, and experiment. As we already know, there is



very little information based upon the current status of social media and consumers’ motivations

to use. So how do researchers link sports and social media together? However, what is known

based upon secondary data discussed above is that consumers do look for the benefits of using

social media platforms. It has been halfway explained as the methods for the experimentation

will be explained in the next section. We will use Hoon Lim’s et al research conceptual models

to adapt and modify their theories.



Hypothesis Development



As we know, research on social media is still developing and sports marketing is still at

its infancy. With prior knowledge given above, we have a small lead way to go about creating an

experiment. Based upon Hoon Lim’s et al’s research we found 12 measurements for constraints

and motivations. In the previous section they were briefly discussed. However, their theory and

framework will be integrated and adopted into our study. The concepts will be used as guideline

to understand our two hypotheses. For our research we will only use eight measurements which

are the following: information motivation, entertainment motivation, pass time motivation, and

fanship motivation, accessibility constraint, economic constraint, social constraint and skills

constraint. Each of these will be categorized under a specific hypothesis as they either answer or

provide enough evidence or support for each question being studied.

H1: Are social media platforms provided by professional teams are a form of entertainment &

information or marketing consumption for fans? Why or why not?

This hypothesis is the main focus of the study. The importance of social media platforms

in the sports world has become bigger than ever. Professional sports teams are relying on this

form of marketing in order to keep up with millennials and even the older generation. It even

benefits fans that are always on the go and cannot seem to attend a sporting event due to finances

or not having the time. These platforms also allow fans to consume team gear and merchandise

as well if they want. With that being said, of the eight measurements of Hoon Lim’s et al’s

research, the following will be used to answer or support this claim: information motivation,

entertainment motivation, pass time motivation, fanship motivation.



H2: How well does a team or athlete affect their decision to keep up with on social media?

For the previous hypothesis and sections, we mentioned the importance and roles social

media plays. Just like any other industry, things can be trends one day and by the next it can be

considered old. People can become bandwagon fans within the blink of an eye after doubting a

team or athlete for quite some time and decide to switch due to their success. It’s important for

sports marketers to have this information because it allows them to create additional strategic

plans in order to keep their popularity and revenue increasing. From the eight measures of Hoon

Lim’s research, the following will be used: accessibility constraint, economic constraint, social

constraint, skills constraint, and fanship motivation.

Fanship motivation will be used twice (once in each category) as it measures when and

how fans react to a professional team or athlete’s performance. In our study, you find that the

90% of the questions are based on this specific topic alone. Since the topic is based on customer

loyalty on a business-marketing aspect, marketers must be able to divulge and ask as many

questions as possible to get to the bottom of their study.



Methods

For this research, I used Social Media & Sports Marketing: Examining the Motivations

and Constraint of Twitter Users’s, research to guide my own independent study. There were a

number of factors used to help center the focus of the experiment. First and foremost, we

observed the sports world. We viewed the top ten most popular leagues. Secondly, we observed

social media and the top eight sites that are established the Sports Marketing & Social Media: Is

It Really Just For Consumer Consumption or for Entertainment & Informational Purposes study.

Last but not least we viewed the difference between consumption of merchandise and

entertainment information.

The study used the survey/questionnaire method using Google Forms. It was the most

feasible and reasonable compared to other methods. Due to time constraints and budget

constraints, this worked more favorable. It was free and the construction of the survey did not

take more than two weeks to prepare. We structured each question as either multiple choice, yes

or no, and check all that apply. It also gauged the frequency of a fan checking their social media

platforms for professional sports for the items discussed above.

However, there were a few limitations with the website of choice. But it worked fine for

distribution. Because the study was focused on social media, the questionnaire was sent out

accordingly. It was distributed by via social media platforms, to collegiate organizations and

alumni members, relatives, friends, classmates, and acquaintances of the researcher.

This allowed the researcher to circulate the survey faster and in a timely manner. These

individuals sought after to participate also had the opportunity to take share the experiment with

orders. This was also in light to gain more applicants to have a solid sample size rather than one



that makes the data skewed or unreliable. The survey/questionnaire technique heavily relied on

word of mouth and social media advertisement.

Due to its easy accessibility, it allowed for participants of all ages and ethnicities to

respond to it. Being that it was created through Google Forms, it was familiar to participants.

They did not have to worry about a website with pop up ads or viruses. It allowed applicants to

take the survey and record their responses with security and confidentiality.



Findings & Further Research

Once the hypothesis development was created, we began to conduct the experiment. In

the appendix you will find a sample survey of what the study entailed. It only covers the main

content of the experiment. It explains the method in which was used and backs up the claims that

will be discussed below.

For this study we measured participants’ attitudes using a plethora of response scales.

First we began with demographics. Out of 78 people who took the questionnaire 25.6% to 38.5%

were between the ages of 22 to 44 years of age. When it comes to gender, more women took the

survey, 69.2% to be exact. We also found that African-Americans were the lead individuals of

participants as well. But it when it came to finding out did all participants have a social media

account they did but 3.8% of the sample did not use it.

Of all the social media platforms, Facebook was the most popular choice. When it came

to following professional sports, only 53.8% of the participants said they followed it. Of all the

choices of teams, the NFL (National Football League) and NBA (National Basketball

Association) led as the top two most followed sports with 46.2% and 24.4%. Overall, each

section of the questionnaire, Facebook, ESPN, and Twitter were the top social media platforms

and the NFL and NBA were the top professional sports teams to be followed. Below you will

find the results for specific questions asked.

The overall results to my first hypothesis question were answered. Out of 78 people,

32.1% of the participants responded that they use social media platforms for entertainment and

information purposes only compared the 19% that use it both entertainment & information and

consumption of team gear and merchandise. With that being said, this leads into the second

hypothesis question that was answered. When it comes to team sports, 28% of the respondents



says a team’s overall performance does influence whether or not they keep up with a franchise

and the same can be said for an individual sport for an athlete’s overall performance, and sport

itself. However, when it comes to the same questions but on social media platforms, none of

those aspects affect whether or not a fan or consumer keeps up with those sports due to any of

those constraints.

Because this questionnaire only used a small sample size less than 100 people, the data

would not be quite accurate. Therefore, with further research would be required in the following

areas. The observation of sports should be taken from the beginning to end of a particular sports

league. Also, each league should be broken down and observed by each team. For example, the

teams of the NBA, NFL, MLB, etc should be broken down and observed independently versus a

broad synopsis. There should also be alternatives on how to distribute the questionnaire as well

besides just social media platforms. Lastly, using a different website other than Google forms

would help in further research. It was of great use but it had a few limitations as far as not being

to do checkboxes in a grid box format. Therefore, it made the survey longer than needed.



Appendix A

Social Media & Sports Marketing: Examining the Motivations and Constraint of Twitter Users

Figure 1

IM 1

IM 2

IM 3

EM 1

EM 2

EM 3

PTM1

PTM2

PTM3

FM1

FM 2

FM 3

EC1

EC2

EC3

SC1

SC2

SC3

AC1

AC2

AC3

SOC1

SOC2

SOC3

EM

PTM

FM

EC

IM

SC

AC

SOC

Motivations

Constraints

Sport Twitter

Consumption

Legend

IM: Information Motivation

EM: Entertainment

Motivation

PT: Past Time Motivation

FM: Fanship Motivation

EC: Economic Constraint

SC: Skill Constraint

AC: Accessibility Constraint

SOC: Social Constraint



Appendix B


Entertainment & Informational Purposes Conceptual Model

Figure 2

M1

M2

M3

M4

C1

C2

C3

C4

M4

Entertainment Motivation

Information Motivation

Pass Time Motivation

Fanship Motivation

Accessibility Constraint

Economic Constraint

Social Constraint

Skills Constraint

H1: Entertainment & Information or

Consumption of Merchandise

Fanship Motivation

H2: Keeping Up With Sports Teams

via Social Media Platforms



Appendix C



Survey (Sample, only showing important content of survey)

Among these popular platforms, which do you actively use? (Check all that apply)

Facebook Instagram Twitter Vine WorldStar Hip Hop YouTube

Snapchat ESPN application

How often do you visit your social media account(s) in one week?

All the time Very often (every day) Often (2-3 times a week)

Sometimes (once a week) Rarely (once a month) Hardly ever

How often do you visit each account on a monthly basis?

Sports & Social Media

The following section will contain questions about your views on sports and its ties to social media.

If so, which professional sports do keep up with? (Check all that apply)

NFL MLB NHL NBA MMA Soccer Tennis Boxing Golf Nascar

Of those that you have chosen, how many teams do you actively keep up with? (Check all that apply)


On your social media accounts do you follow professional sports? (Check all that apply)

If yes, which platforms do you use?

Facebook Instagram Twitter Vine WorldStar Hip Hop YouTube Snapchat ESPN

No

Which professional sports teams do you follow on social media? (Check all that apply)


Of those teams that you follow, which platforms do you use? (Check all that apply)

Facebook Instagram Twitter Vine WorldStar Hip Hop YouTube

Snapchat ESPN application

Which platforms do you use for each professional sports team (choose all that apply):

All the

time

Very often

(every day)

Often (2-3

times a

week)

Sometimes

(once a

week)

Rarely

(once a

month)

Hardly

ever

I do not

own an

account

Facebook

Instagram

Twitter

Snapchat

YouTube

ESPN

Application

WorldStar Hip

Hop

Vine



When using social media for professional sports teams, do you use it for the following purposes:

Entertainment & Information Consumption of team gear & merchandise products

Both Neither

For entertainment & information about sports teams, of which of these platforms do you utilize?(choose all that

apply):

For consumption of team gear and merchandise for sports teams, which of these platforms do you utilize?(choose all

that apply):

NFL MLB NBA NHL GOLF NASCAR SOCCER TENNIS MMA BOXING None

or

other

Facebook

Instagram

Twitter

Snapchat

YouTube

ESPN

Application

WorldStar

Hip Hop

Vine

None or

other


or

other

Facebook

Instagram

Twitter

Snapchat

YouTube

ESPN

Application

WorldStar

Hip Hop

Vine

None or

other


or

other

Facebook

Instagram

Twitter

Snapchat

YouTube

ESPN

Application

WorldStar

Hip Hop

Vine

None or

other



For a team sport (i.e. NFL, MLB, NBA, NHL, and Soccer), does the team’s overall performance influence your

decision to keep up with the franchise?

Yes No

For a team sport (i.e. NFL, MLB, NBA, NHL, and Soccer), does one single player’s performance influence your

decision to keep up with the franchise?

Yes No

For a team sport (i.e. NFL, MLB, NBA, NHL, and Soccer), does a team or individual player influence whether or

not you keep up with that league?

Yes No

For an individualistic sport (Golf, NASCAR, Tennis, MMA, and Boxing), does the athlete’s overall performance

influence your decision to keep up with the individual themselves?

Yes No


influence your decision to keep up with sport itself?

Yes No

Sports & Social Media

For a team sport (i.e. NFL, MLB, NBA, NHL, and Soccer), does the team’s overall performance influence your

decision to keep up with the franchise via social media platforms?

Yes No

For a team sport (i.e. NFL, MLB, NBA, NHL, and Soccer), does one single player’s performance influence your

decision to keep up with the franchise social media platforms?

Yes No

For a team sport (i.e. NFL, MLB, NBA, NHL, and Soccer), does a team or individual player influence whether or

not you keep up with that league social media platforms?

Yes No


influence your decision to keep up with the individual themselves social media platforms?

Yes No


influence your decision to keep up with sport itself social media platforms?

Yes No



Appendix D


Entertainment & Informational Purposes (Survey Results)

For a team sport (i.e. NFL, MLB, NBA, NHL, and Soccer), does the team’s overall performance influence

your decision to keep up with the franchise?

Yes 22 28.2%

No 20 25.6%

For a team sport (i.e. NFL, MLB, NBA, NHL, and Soccer), does one single player’s performance influence

your decision to keep up with the franchise?

Yes 19 24.4%

No 23 29.5%

For a team sport (i.e. NFL, MLB, NBA, NHL, and Soccer), does a team or individual player influence

whether or not you keep up with that league?

Yes 11 14.1%

No 31 39.7%

For an individualistic sport (Golf, NASCAR, Tennis, MMA, and Boxing), does the athlete’s overall

performance influence your decision to keep up with the individual themselves?

Yes 24 30.8%

No 18 23.1%




performance influence your decision to keep up with sport itself?

Yes 24 30.8%

No 18 23.1%

For a team sport (i.e. NFL, MLB, NBA, NHL, and Soccer), does the team’s overall performance influence

your decision to keep up with the franchise via social media platforms?

Yes 16 20.5%

No 26 33.3%

For a team sport (i.e. NFL, MLB, NBA, NHL, and Soccer), does one single player’s performance influence

your decision to keep up with the franchise via social media platforms?

Yes 10 12.8%

No 32 41%

For a team sport (i.e. NFL, MLB, NBA, NHL, and Soccer), does a team or individual player influence

whether or not you keep up with that league via social media platforms?

Yes 9 11.5%

No 33 42.3%


performance influence your decision to keep up with the individual themselves via social media platforms?

Yes 13 16.7%



No 29 37.2%


performance influence your decision to keep up with sport itself via social media platforms?

Yes 12 15.4%

No 30 38.5%

When using social media for professional sports teams, do you use it for the following purposes

Entertainment & Information 25 32.1%

Consumption of team gear & merchandise products 0 0%

Both 15 19.2%

Neither 2 2.6%



References

Bee, C. C, & Kahle, L. R. (2006). ‘Relationship marketing in sports: A Functional

Approach’. Sport Marketing Quarterly, 15, 102-110

Damkuvienė, M., & Virvilaitė, R. (2007). ‘The Concept of Relationship in Marketing

Theory: Definitions and Theoretical Approach’. Economics & Management, 318-325.

Grönroos, C. (2004). ‘The Relationship Marketing Process: Communication,

Interaction, Dialogue, Value’. Journal of Business & Industrial Marketing,

J9(2), 99-113.

Kaplan A. M., & Haenlin, M. (2010). ‘Users of The World Unite! The Challenges

and Opportunities of Social Media’. Business Horizons, 53, 59-68.

McGiboney, M. (2009). ‘Twitter's Tweet Smell of Success’. Retrieved from

http://blog.nielsen.com/nielsenwire/online_mobile/twitters-tweet-smellof-success/

Lim, C. H., Martin, T. G., & Kwak, D. H. (2010). ‘Examining Television Consumers

of Mixed Martial Arts: The Relationship Among Risk Taking, Emotion, Attitude, and

Actual Sport-Media-Consumption Behavior’ .International Journal of Sport

Communication, 3, 49-63.

Lopez, M. (2009). ‘Packing a Punch: Mixed Martial Arts Aim for Respect

Inside and Out of the Ring. Sport Travel’. 13(2), 12-21.

Peterson, R. A. (1995). ‘Relationship Marketing and the Consumer’. Journal Of The Academy

Of Marketing Science, 23(4), 278-281.

Sheth, J. N., & Parvatiyar, A. (1995). ‘Relationship Marketing in Consumer Markets:

Antecedents and Consequences’. Journal Of The Academy Of Marketing Science, 23(4),

255-271.

Witkemper, C., Choong Hoon, L., & Waldburger, A. (2012). ‘Social Media and Sports



Marketing: Examining the Motivations and Constraints of Twitter Users’. Sport

Marketing Quarterly, 21(3), 170-183.



Annotated Bibliography

Witkemper, C., Choong Hoon, L., & Waldburger, A. (2012). ‘Social Media and Sports

Marketing: Examining the Motivations and Constraints of Twitter Users’. Sport

Marketing Quarterly, 21(3), 170-183.

Witkemper’s et al, article Social Media and Sports Marketing: Examining the

Motivations and Constraints of Twitter Users covers the correlation between social media and

the sports world. It demonstrates the link between the two worlds. The authors also examine a

breakdown of relationship marketing. For this experiment in their study, they used motivations

and constraints as their focus. Using these two items created a strong method. However, do to the

fact that the study was conducted three years ago and it does not currently evaluate the status of

social media, makes the study a bit less reliable. Nevertheless, this allows researchers to do more

experimenting and add to their study.

Bee, C. C, & Kahle, L. R. (2006). ‘Relationship Marketing in Sports: A Functional

Approach’. Sport Marketing Quarterly, 15, 102-110

Bee & Kahle’s Relationship Marketing in Sports: A Functional Approach covers several

points of views on the relationship between marketing and sports organizations. It also views the

attitudes specifically antecedents and consequences of formation and change of consumers. This

angle of the research allows the authors to view the relationship marketing from a sports

consumer and relationship marketing from a sport organization perspective. not only create their

model but to observe a variety of stimuli from their participants. The study narrows its focus on

three levels: identification, compliance, and internalization. While Bee & Kahle’s study

displayed a good theory, it lacked examination of each of the three items being studied nor did it

asses the direct correlation or influence of the antecedents on attitude formation and change.



Damkuvienė, M., & Virvilaitė, R. (2007). ‘The Concept of Relationship in Marketing

Theory: Definitions and Theoretical Approach’. Economics & Management, 318-325.

Damkuviene & Virvilaite’s The Concept of Relationship in Marketing Theory:

Definitions and Theoretical Approach covers the origin and dimensions & elements of the

relationship marketing concept. The main point of the article is to give researchers doing further

studies a foundation of the concept. It allows those doing experimentation to properly define and

classify their studies with the correct theory. This article was needed for the literature review in

order to lay a solid foundation between the social media and sports world as talked about in

previous secondary data articles.

Peterson, R. A. (1995). ‘Relationship Marketing and the Consumer’. Journal Of The Academy

Of Marketing Science, 23(4), 278-281.

Like the article above, Peterson’s Relationship Marketing and The Consumer covers the

relationship of marketing. However, it goes into specifics of marketing and the consumer. The

premise of this study is examining how to gain consumers and consumer retention. It examines

how to make an individual feel valued and the benefits they receive by participating in the

relationship. But as concluded by Peterson, he believes that the only way for consumers to enter

into a relationship is they expect to receive a positive value from their participation. Meaning,

the individuals expect to receive average or above average quality in anything or everything they

put forth in when it comes to purchasing things. This article is also important because it

evaluates what is needed to keep fans in the sports world linked via social media and to buy into

what is being marketed and promoted. Marketers must know how to keep their fan base satisfied.

sports marketing & social media (is it really just for consumer consumption or for entertainment...

Documents