Abstract
The emergence of social and digital media has profoundly impacted the way sport organisations communicate and interact with fans. Social media channels in particular, present vast opportunities for sport organisations to connect with consumers, furthering engagement and developing fan relationships. These platforms also empower fans to share their perspectives and opinions, network with other fans and develop online communities. This paper discusses this complex and changing media landscape, by examining social media discourse during two on-field incidents that occurred in the 2018 Australian Football League (AFL) season. Through discourse and sentiment analyses, we dissect the digital conversations concerning the incidents and discuss branding and marketing implications. The paper will outline the key findings, set a research agenda, and provide valuable insight for sport management practitioners, specifically regarding fan engagement, communications, branding and marketing.
Presenters
Ashlee MorganSenior Lecturer, School of Business and Law, Edith Cowan University, Western Australia, Australia Stephanie Meek
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Sports Management & Commercialization
KEYWORDS
Social Media, Branding, Fan Engagement, Marketing
Digital Media
This presenter hasn’t added media.
Request media and follow this presentation.
