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Employing social media as a marketing strategy in college sport: an examination of perceived effectiveness in accomplishing organizational objectives

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Abstract

With the ever evolving capabilities of integrating new media into an organization’s strategic mix, organizations, including those in sport, have found a need to employ social media as a marketing strategy. However, there continues to be concerns regarding the adoption of social media and its subsequent effectiveness and implementation. Thus, this study’s purpose was to explore the usage and perceived effectiveness of social media within intercollegiate athletics departments. Responses from 158 NCAA Division I marketing professionals were analyzed to assess social media usage and perceived effectiveness. Results suggest that most athletics departments employ social media to raise awareness and support marketing objectives, but few use it for fundraising and volunteer recruitment. Findings may assist intercollegiate athletics departments by providing evidence-based rationale to support the use of social media as an effective marketing strategy.

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Authors and Affiliations

  1. School of Hospitality, Sport and Tourism Management, Troy University, Troy, AL, USA

    Anthony W. Dixon & Christina L. L. Martin

  2. School of Kinesiology, Louisiana State University, 112 Huey P. Long Fieldhouse, Baton Rouge, LA, 70803, USA

    J. Michael Martinez

Authors
  1. Anthony W. Dixon
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  2. J. Michael Martinez
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  3. Christina L. L. Martin
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Correspondence to J. Michael Martinez.

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Dixon, A.W., Martinez, J.M. & Martin, C.L.L. Employing social media as a marketing strategy in college sport: an examination of perceived effectiveness in accomplishing organizational objectives. Int Rev Public Nonprofit Mark 12, 97–113 (2015). https://doi.org/10.1007/s12208-015-0134-7

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  • DOI: https://doi.org/10.1007/s12208-015-0134-7

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