Date of Award

2018

Document Type

Research Paper

Department

Whittier Scholars Program

First Advisor

Kathy Barlow

Second Advisor

Kristen Smirnov

Abstract

This project examines the digital marketing strategies of both Twitter and Instagram for four pairs of teams in the Big Four sport organizations (MLB, NBA, NHL, NFL) in densely populated Southern California. The goal of this work is to study how respective teams market themselves via social media based on their socialized positions in the given market area. This has been done primarily through observational research which was then analyzed through social and marketing theories and cross-analyzed with professional articles relative to the subject. The main aspects this work focused on the social media identities, the quality/quantity of the content, and SWOT of each strategy. Social media is a tool for real-time marketing, the paradigm of the given study, something relatively new in which this study analyzes.

Comments

WSP Major: Digital Sport Marketing

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