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Social Media and Relationship Marketing in Sport

In: Social Media in Sport Theory and Practice

Author

Listed:
  • Rebecca Achen
  • Gashaw Abeza

Abstract

After studying this chapter, you will be able to:Define the concept of relationship marketingDescribe relationship marketing as a business approachExplain the application of relationship marketing in sportDescribe the intersection between social media and relationship marketing in sportIdentify the three core components of relationship marketingIdentify the benefits of social media in building relationships with customersApply the principles of relationship marketing to social media content creationCreate a plan for addressing contemporary issues using social media to build relationships

Suggested Citation

  • Rebecca Achen & Gashaw Abeza, 2021. "Social Media and Relationship Marketing in Sport," World Scientific Book Chapters, in: Gashaw Abeza & Norman O'Reilly & Jimmy Sanderson & Evan Frederick (ed.), Social Media in Sport Theory and Practice, chapter 8, pages 191-222, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811237669_0008
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    Keywords

    Social Network; Online Communities; Content Communities; Discussion Sites; Influencers; Social Listening; User-Generated Content; Active Audience; Social Listening; Participatory Cultures; Public Space; On-Domain Communities; Instafamous; Micro-Celebrities; Vloggers; Content Aggregation; Gatekeeper; Livestreaming; Click-Through Rate; Three-Click Rule; Micro-influencers; Content Strategy; Content Calendar; Engagement Rate; Social Ambush; Hashtag Politics; Online Discrimination; Online Violence; Social Monitoring; Counter Public Space; Social Media Influencers; Social Media Platforms; Social Media Users; Social Media Analytics; Social Media Planning Process; Social Media Management Process; Data Governance; Data Management; Data Mining; Data Warehouse; Multimodality; Sentiment Analysis; Social Network Analysis; Social Media Strategy; Social Media Activism; Community Management; Community Success; Sport Communities; Agenda Setting; Cultural Theories; Critical Race Theory; Framing; Maladaptive Para Social Interaction; Para Social Interaction; Self-Presentation; Social Identity Theory; Uses and Gratification Theory; Customer Relationship Management Systems; Programmed Decision-Making; Nonprogrammed Decision-making; Decision-Making Steps; Communication; Engagement; Interaction; Relationship Marketing; Value; Value Co-Creation; Brand Ambassadors; Brand Associations; Brand Equity; Brand Management; Like-Gating; Endorsements; Crisis; Crisis Communication Plan; Image Repair Theory; Organizational Reputation; Prior Reputation; Corporate Social Responsibility; Diversity; Ethical Awareness; Inclusion; Social Identity; Return on Investment; Return on Objective; Business Account; Practical Steps; Statistical Analysis; Personal Branding; Second-Screen Viewing; Self-Commodification; Sponsorship Activation; Conducting Assessments;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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