May 2015.
The emergence of social media
has profoundly impacted the delivery and consumption of sport. In the current
review we analysed the existing body of knowledge of social media in the field
of sport management from a service-dominant logic perspective, with an emphasis
on relationship marketing. We reviewed 70 journal articles published in
English-language sport management journals, which investigated new media
technologies facilitating interactivity and co-creation that allow for the
development and sharing of user-generated content among and between brands and
individuals (i.e., social media). Three categories of social media research
were identified: strategic, operational, and user-focussed. The findings of the
review demonstrate that social media research in sport management aligns with
service-dominant logic and illustrates the role of social media in cultivating
relationships among and between brands and individuals. Interaction and
engagement play a crucial role in cultivating these relationships. Discussion
of each category, opportunities for future research as well as suggestions for
theoretical approaches, research design and context are advanced.
Source: http://www.sciencedirect.com/science/article/pii/S1441352314000904
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