Impact of Social Media on Sports Marketing
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School of Business |
Bachelor's thesis
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Authors
Date
2022
Department
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
47 + 5
Series
Abstract
Objectives The main objectives of this study were to understand how sports marketing has changed and evolved since the implementation of social media marketing, determine the impact of social media in sports marketing and analyze social media marketing and traditional marketing differ in consumers’ perspectives. Summary The research surveyed consumer interested in any of sporting activities and consume sporting products. The questions were built based on scientific background and the conceptual framework in the literature review. A quantitative survey was designed for the relevant sample to see whether the earlier findings on the topics of consumer trust and interaction between brands and consumers resonated with the results gathered from the survey focusing on sports marketing and social media marketing. Conclusions The research found that social media has had a growing effect on how sports brands advertise their products and how more and more marketing efforts are put into social media and online marketing. The research also found that traditional marketing possesses higher integrity and credibility in consumers’ perspectives, meaning that consumers trust traditional marketing more than social media marketing. Consumers also perceive social media marketing as more interactive and interact more with brands who they like and see in their social media feeds rather than with traditional marketing outlets.Description
Thesis advisor
Mota, MarcioKeywords
marketing, social media, advertising, sports marketing