Strategic Use of Facebook to Build Brand Awareness: A Case Study of Two National Sport Organizations

Ann Pegoraro, Olan SCOTT, Lauren Burch

    Research output: Contribution to journalArticle

    Abstract

    Social media provides a strategic means for non-profit organizations to build and maintain strong relationships with consumers. The purpose of this study was to apply branding theory and frameworks to the use of Facebook by National Olympic Committees in two countries, Australia and Canada over specific time periods related to three Olympics Games. These Facebook pages were examined to determine the types of brand-related post content and communication style utilized as well as the consumer response to these posts. The two organizations generally used Facebook to broadcast product related brand attributes such as information about athletes and teams. There was also a significant difference in Facebook post use and focus by two organizations indicating some international differences in using Facebook for branding a sport organization. The results also provide practical implications for non-profit sport organizations using Facebook to build positive brand images, promote fan engagement and ultimately create brand ambassadors.
    Original languageEnglish
    Pages (from-to)69-87
    Number of pages19
    JournalInternational Journal of Public Administration in the Digital Age
    Volume4
    Issue number1
    DOIs
    Publication statusPublished - 2017

    Fingerprint

    Sport organisation
    Brand awareness
    Facebook
    Branding
    Social media
    Canada
    Nonprofit organization
    Brand image
    Consumer response
    Olympics
    Communication style
    Olympic Games

    Cite this

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    abstract = "Social media provides a strategic means for non-profit organizations to build and maintain strong relationships with consumers. The purpose of this study was to apply branding theory and frameworks to the use of Facebook by National Olympic Committees in two countries, Australia and Canada over specific time periods related to three Olympics Games. These Facebook pages were examined to determine the types of brand-related post content and communication style utilized as well as the consumer response to these posts. The two organizations generally used Facebook to broadcast product related brand attributes such as information about athletes and teams. There was also a significant difference in Facebook post use and focus by two organizations indicating some international differences in using Facebook for branding a sport organization. The results also provide practical implications for non-profit sport organizations using Facebook to build positive brand images, promote fan engagement and ultimately create brand ambassadors.",
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    Strategic Use of Facebook to Build Brand Awareness: A Case Study of Two National Sport Organizations. / Pegoraro, Ann; SCOTT, Olan; Burch, Lauren.

    In: International Journal of Public Administration in the Digital Age, Vol. 4, No. 1, 2017, p. 69-87.

    Research output: Contribution to journalArticle

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