IDEAS home Printed from https://ideas.repec.org/a/eee/bushor/v59y2016i2p175-183.html
   My bibliography  Save this article

Who is the better player? Off-field battle on Facebook and Twitter

Author

Listed:
  • Tiago, Teresa
  • Tiago, Flávio
  • Faria, Sandra Dias
  • Couto, João Pedro

Abstract

Social media networks have become essential to the modern business world, and are especially vital for sports firms and athletes. Social media networks are new channels for firms to connect with their audience and establish a social customer relationship. For sports firms, athletes play a special role, as they are the firms’ ambassadors and the focus of virtual communities of fans. For most athletes, social media is a powerful tool to take advantage of their time in the spotlight. However, social media has much more potential. This work analyzes the social media profile and content created by six well-known sports figures—Cristiano Ronaldo, Lionel Messi, Tom Brady, Aaron Rodgers, LeBron James, and Kevin Durant—to develop a model (STAR) for social media use. The adoption of this model can enhance fan engagement online and therefore increase athletes’ and firms’ brand value and connectivity with consumers.

Suggested Citation

  • Tiago, Teresa & Tiago, Flávio & Faria, Sandra Dias & Couto, João Pedro, 2016. "Who is the better player? Off-field battle on Facebook and Twitter," Business Horizons, Elsevier, vol. 59(2), pages 175-183.
    • Handle: RePEc:eee:bushor:v:59:y:2016:i:2:p:175-183
    DOI: 10.1016/j.bushor.2015.11.003
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0007681315001457
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.bushor.2015.11.003?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Berthon, Pierre R. & Pitt, Leyland F. & Plangger, Kirk & Shapiro, Daniel, 2012. "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy," Business Horizons, Elsevier, vol. 55(3), pages 261-271.
    2. Singh, Sangeeta & Sonnenburg, Stephan, 2012. "Brand Performances in Social Media," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 189-197.
    3. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    4. Tiago, Maria Teresa Pinheiro Melo Borges & Veríssimo, José Manuel Cristóvão, 2014. "Digital marketing and social media: Why bother?," Business Horizons, Elsevier, vol. 57(6), pages 703-708.
    5. Filo, Kevin & Lock, Daniel & Karg, Adam, 2015. "Sport and social media research: A review," Sport Management Review, Elsevier, vol. 18(2), pages 166-181.
    6. Kevin Filo & Daniel Lock & Adam Karg, 2015. "Sport and social media research: A review," Sport Management Review, Taylor & Francis Journals, vol. 18(2), pages 166-181, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Annika Miller & Stefan Heiland, 2021. "#ProtectNature—How Characteristics of Nature Conservation Posts Impact User Engagement on Facebook and Twitter," Sustainability, MDPI, vol. 13(22), pages 1-13, November.
    2. Teresa Borges-Tiago, Maria & Santiago, Joanna & Tiago, Flavio, 2023. "Mega or macro social media influencers: Who endorses brands better?," Journal of Business Research, Elsevier, vol. 157(C).
    3. Pierre Genest & Léo Trespeuch, 2022. "Internet users’ perception about the impact of the pandemic on sports sponsorship [La perception des internautes face à l'impact de la pandémie sur le mécénat sportif]," Working Papers hal-03945701, HAL.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Simona VINEREAN, 2017. "Importance of Strategic Social Media Marketing," Expert Journal of Marketing, Sprint Investify, vol. 5(2), pages 28-35.
    2. Witek-Hajduk Marzanna K. & Zaborek Piotr, 2022. "Social media use in international marketing: Impact on brand and firm performance," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 58(2), pages 121-142, June.
    3. Hajer Kefi & Sitesh Indra & Talel Abdessalem, 2016. "Social media marketing analytics : a multicultural approach applied to the beauty & cosmetic sector," Post-Print hal-01456580, HAL.
    4. Faseeh Amin Beig & Mohammad Furqan Khan, 2018. "Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook," Vision, , vol. 22(3), pages 264-275, September.
    5. Katarzyna Samek-Pres, 2021. "Social Media in Creating Enterprise Innovation: A Systematic Literature Review," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 813-829.
    6. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    7. Ologunebi, John & Taiwo, Ebenezer, 2023. "Digital Marketing Strategies, plan and implementations: A case study of Jumia Group and ASDA Uk," MPRA Paper 118771, University Library of Munich, Germany.
    8. Shuhua Yin & Chengzhou Fu & Guangquan Dai, 2023. "Exploring the Festival Attendees’ Experiences on Social Media: A Study on the Guangzhou International Light Festival," SAGE Open, , vol. 13(1), pages 21582440221, January.
    9. Samuel López-Carril & María Huertas González-Serrano & Ferran Calabuig-Moreno & Vicente Añó & Christos Anagnostopoulos, 2021. "Development and Preliminary Validation of Social Media as an Educational and Professional Tool Student Perceptions Scale (SMEPT-SPS)," Sustainability, MDPI, vol. 13(4), pages 1-16, February.
    10. José M. Lamirán-Palomares & Tomás Baviera & Amparo Baviera-Puig, 2019. "Identifying Opinion Leaders on Twitter during Sporting Events: Lessons from a Case Study," Social Sciences, MDPI, vol. 8(5), pages 1-18, May.
    11. Ardeshir Bazrkar & Mohammad Hajimohammadi & Erfan Aramoon & Vahid Aramoon, 2021. "Effect of the Social Media Marketing Strategy on Customer Participation Intention in Light of the Mediating Role of Customer Perceived Value," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(1), pages 41-58.
    12. Simon Chadwick & Alex Fenton & Richard Dron & Wasim Ahmed, 2021. "Social Media Conversations About High Engagement Sports Team Brands," IIM Kozhikode Society & Management Review, , vol. 10(2), pages 178-191, July.
    13. Francisco Guijarro & Ismael Moya-Clemente & Jawad Saleemi, 2019. "Liquidity Risk and Investors’ Mood: Linking the Financial Market Liquidity to Sentiment Analysis through Twitter in the S&P500 Index," Sustainability, MDPI, vol. 11(24), pages 1-13, December.
    14. Kafferine Yamagishi & Lanndon Ocampo & Dharyll Prince Abellana & Reciel Ann Tanaid & Ann Myril Tiu & Maria Esther Medalla & Egberto Selerio & Chrisalyn Go & Rey Cesar Olorvida & Amalia Maupo & Deariel, 2021. "The impact of social media marketing strategies on promoting sustainability of tourism with fuzzy cognitive mapping: a case of Kalanggaman Island (Philippines)," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(10), pages 14998-15030, October.
    15. Faseeh Amin Beig & Mohammad Furqan Khan, 2022. "Romancing the Brands on Social Media," Global Business Review, International Management Institute, vol. 23(3), pages 841-862, June.
    16. Giovanni Bernardo & Massimo Ruberti & Roberto Verona, 2022. "Image is everything! Professional football players' visibility and wages: evidence from the Italian Serie A," Applied Economics, Taylor & Francis Journals, vol. 54(5), pages 595-614, January.
    17. Emanuela Jurietti & Andreina Mandelli & Morana Fudurić, 2017. "How do virtual corporate social responsibility dialogs generate value? A case study of The Unilever Sustainable Living Lab," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 24(5), pages 357-367, September.
    18. Morana Fudurić & Andreina Mandelli, 2017. "Corporate and Non-Profit Social Media Policies: A Content Analysis," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(1), pages 7-22.
    19. Thomas Wozniak & Brigitte Stangl & Roland Schegg & Andreas Liebrich, 2017. "The return on tourism organizations’ social media investments: preliminary evidence from Belgium, France, and Switzerland," Information Technology & Tourism, Springer, vol. 17(1), pages 75-100, March.
    20. Đurđana Ozretić Došen, 2017. "Editorial preface," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(1), pages 5-6.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:bushor:v:59:y:2016:i:2:p:175-183. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/bushor .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.