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Social Media and Brand Management in Sport

In: Social Media in Sport Theory and Practice

Author

Listed:
  • Matt Blaszka
  • Beth A. Cianfrone

Abstract

After studying this chapter, you will be able to do the following:Understand the importance of using social media to develop a sport brand, for a team as well as an individual athlete.Evaluate the various ways organizations, teams, and athletes use social media to enhance their brand and create brand equity.Recognize the role of brand associations and brand personality in social media strategies.Discuss the strategies of using social media to aid in rebranding of a sport organization.Identify strategies that may work best for particular organizations in brand management.

Suggested Citation

  • Matt Blaszka & Beth A. Cianfrone, 2021. "Social Media and Brand Management 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 9, pages 223-252, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811237669_0009
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    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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