Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 69-87 |
| Number of pages | 19 |
| Journal | International Journal of Public Administration in the Digital Age |
| Volume | 4 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 2017 |
Fingerprint
Cite this
}
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 journal › Article
TY - JOUR
T1 - Strategic Use of Facebook to Build Brand Awareness: A Case Study of Two National Sport Organizations
AU - Pegoraro, Ann
AU - SCOTT, Olan
AU - Burch, Lauren
PY - 2017
Y1 - 2017
N2 - 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.
AB - 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.
U2 - 10.4018/IJPADA.2017010105
DO - 10.4018/IJPADA.2017010105
M3 - Article
VL - 4
SP - 69
EP - 87
JO - International Journal of Public Administration in the Digital Age
JF - International Journal of Public Administration in the Digital Age
SN - 2334-4520
IS - 1
ER -