The applications of social media in sports marketing

n the era of big data, sports consumer's activities in social media become valuable assets to sports marketers. In this paper, the authors review extant literature regarding how to effectively use social media to promote sports as well as how to effectively analyze social media data to support business decisions. Methods: The literature review method. Results: Our findings suggest that sports marketers can use social media to achieve the following goals, such as facilitating marketing communication campaigns, adding values to sports products and services, creating a two-way communication between sports brands and consumers, supporting sports sponsorship program, and forging brand communities. As to how to effectively analyze social media data to support business decisions, extent literature suggests that sports marketers to undertake traffic and engagement analysis on their social media sites as well as to conduct sentiment analysis to probe customer's opinions. These insights can support various aspects of business decisions, such as marketing communication management, consumer's voice probing, and sales predictions. Conclusion: Social media are ubiquitous in the sports marketing and consumption practices. In the era of big data, these ＂footprints＂ can now be effectively analyzed to generate insights to support business decisions. Recommendations to both the sports marketing practices and research are also addressed

The global event? The media, football and the FIFA World Cup

An examination of the FIFA World Cup as media mega event and the role played by television in this process

Breaking the News: First Impressions Matter on Online News

A growing number of people are changing the way they consume news, replacing the traditional physical newspapers and magazines by their virtual online versions or/and weblogs. The interactivity and immediacy present in online news are changing the way news are being produced and exposed by media corporations. News websites have to create effective strategies to catch people's attention and attract their clicks. In this paper we investigate possible strategies used by online news corporations in the design of their news headlines. We analyze the content of 69,907 headlines produced by four major global media corporations during a minimum of eight consecutive months in 2014. In order to discover strategies that could be used to attract clicks, we extracted features from the text of the news headlines related to the sentiment polarity of the headline. We discovered that the sentiment of the headline is strongly related to the popularity of the news and also with the dynamics of the posted comments on that particular news.Comment: The paper appears in ICWSM 201

The Effects of Emotional Versus Rational Message Framing on Brand Attachment and Brand Loyalty

The purpose of this research is to investigate the relationship among message framing in social media, brand attachment, and brand loyalty for higher education institutions. In particular, this study compares the effectiveness of rational versus emotional message framing in different message contexts, such as sports or academic-related stories. Furthermore, this study examines the congruent effect between message framing and contents in higher education. Specifically, this study predicts that the more message framing and contents are congruent, the greater brand attachment and brand loyalty consumers will have. To analyze the effects of message framing and type of contents, this study adopts experimental design method. The findings of this research indicate that previous involvement with a brand predicts high brand attachment and brand loyalty and needs to be present prior to the strengthening process of brand attachment and brand loyalty. Therefore, previous brand involvement can be measured and related to the effectiveness of strengthening brand attachment and brand loyalty

“The Other Hangover”: Implementing and Evaluating an Original, Student-Designed Campaign to Curb Binge Drinking

Binge drinking is a serious health and safety issue that has continued to plague college campuses, despite decades of education campaigns promoting moderation towards alcohol. As part of a student advertising competition, undergraduates were asked to develop an integrated marketing campaign focused on reducing binge drinking among college students which would successfully capture attention and resonate with their peers. The campaign the students created, called “The Other Hangover,” takes a unique approach to the binge-drinking issue—focusing attention on the social consequences of overconsumption, such as damage to one’s reputation and the loss of friendships. This case study examines the strategic development and implementation of the campaign, a process which was largely managed by undergraduate students connected to the project. In addition results of the evaluation effort which was conducted to measure the campaign’s success are reported, along with discussion questions designed for students and educators to further explore the relevant issues related to the project

Italy in the Australian news media, 2005-2012

Presents a systematic analysis of the coverage of Italian matters in the Australian news media in the period 2005-2012. Executive summary The study presents a systematic analysis of the coverage of Italian matters in the Australian news media in the period 2005-2012. As far as the authors are aware it is largest study of the representation of Italy in the news media of a foreign country ever undertaken.   The study was undertaken by the University of Canberra’s News and Media Research Centre (N&MRC) in association with the On. Marco Fedi, who commissioned research on coverage of Italian politics in selected Australian newspapers.   During the period covered by the study there was more than usual interest in Italian political developments in Australia, both because of their inherent newsworthiness and because of the newly-acquired right of direct participation of expatriate Italians in Australia in the 2006 and 2008 Italian general elections.   To obtain as wide a view of Italy in the Australian news as practicable both the press and television were included in the study.   Three well -known and respected newspapers, namely The Australian, the major national newspaper, The Sydney Morning Herald (SMH) published in Sydney and The Age published in Melbourne were selected for the study. All editorial matter in all issues of these newspapers for the years 2005-2012 was searched using ‘Factiva’– a business information and research tool owned by Dow Jones & Company. The initial search for relevant news in the press generated a very large number of items (around 10,000) which were then assessed individually for relevance and eligibility for inclusion in the analysis. This process generated a data set of 5325 news items

Technological Change and Innovation in Consumer Magazine Publishing: a UK-Based Study

This paper presents the results of research undertaken between 2002 and 2004 into the impact of technological change on the UK consumer magazine industry. The findings highlight patterns of innovation, both in the range of products (most notably monthly magazine titles) and the structure of organisations and work practices, which have tended to elude much of the contemporary debate within the “cultural industries” approach adopted in the media studies discipline. Instead, our analysis makes use of insights from the innovation literature to highlight the impact of technological discontinuities on the capabilities of both incumbent firms and new entrants. It also highlights the important and growing role that is being played in innovation-led industries through the adoption of organisational practices that find their origins in the traditions of project-based firms