题名

The applications of social media in sports marketing

并列篇名

社群媒體在運動行銷應用之探討

DOI

10.3966/10247297201712500S001

作者

黃煜(Yu Huang)；徐任賢(Jen-Hsien Hsu)

关键词

social media ； social media analytics ； big data ； 社群媒體 ； 社群媒體資料分析 ； 大數據

期刊名称

體育學報

卷期/出版年月

50卷S期（2017 / 12 / 02）

页次

1 - 18

内容语文

英文
中文摘要

Introduction: In 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.
英文摘要

作者黃煜(Yu Huang);徐任賢(Jen-Hsien Hsu)篇名The applications of social media in sports marketing並列篇名社群媒體在運動行銷應用之探討關鍵字social media;social media analytics;big data並列關鍵字社群媒體;社群媒體資料分析;大數據摘要Introduction: In 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.並列摘要緒論：近年社群媒體的無所不在讓多企業感受到其魅力，運動行銷人員也認同其價值並應用在許多層面，同時，大數據時代的來臨也提供社群媒體內容分析的技術已進一步了解使用者的社群媒體的消費行為，針對此，本文試圖分析社群媒體在運動產業較常見的應用方式以及探討社群媒體可應用於運動商業領域的社群媒體分析技術。方法：本文主要是透過相關文獻回顧及探討。結果：顯示社群媒體可以提供多元的功能，首先，社群媒體是促銷媒介可擴大宣傳成效。第二，提供即時傳播服務以提升內容娛樂價值。第三，雙向互動可彙整消費者建議。第四，社群媒體可納入贊助權益及活化規劃元素之一。另外，社群媒體有效地群聚消費者。針對社群媒體內容分析技術部分，本文建議運動行銷經理人針對其所經營之社群網站進行流量(traffic analysis)、參與度(engagementanalysis)以及情感分析(sentiment analysis)。分析結果將有助於管理行銷溝通成效、了解消費者的意見氣候以及預測未來銷售。結論：基於社群媒體使用族群龐大，許多運動組織也紛紛提出行銷相關應用，而消費者在使用社群媒體時產生了巨量資料，這些巨量資料形成的大數據分析的基礎，另藉由現今資訊分析的技術可以探討社群媒體所產生的資料並作為了解消費者使用行為及預測分析的依據。最後，本文也提出學術界及實務界之建議事項。專欄名稱期刊語言別英文DOI10.3966/10247297201712500S001
主题分类 社會科學 > 體育學
参考文献
  1. 邱仕騰、蕭嘉惠(2014)。病毒行銷於Facebook運動賽事粉絲專業之應用。中華體育季刊，28(1)，11-20。
    連結：
  2. 張家瑋、陳光宗(2014)。HBL 三月瘋：Nikebasketball Taiwan 社群內容效益分析。成大體育學刊，46(2)，36-51。
    連結：
  3. 鑾斌、邱于平、楊芢潔、郭致妘(2014)。全球品牌企業之社群媒體應用分析。電子商務研究，12(2)，121-142。
    連結：
  4. 李育璇 (2013)。2012 年企業粉絲團100 強。取自https://www.bnext.com.tw/article/25959/BN-ARTICLE-25959[Lee, Y. H., (2013). Top 100 fan pages in corporations report. Retrieved from https://www.bnext.com.tw/article/25959/BN-ARTICLE-25959]
  5. 體育中心 (2017)。戴資穎臉書粉絲狂奔 超越這位臺灣運動巨星。取自http://sports.ltn.com.tw/news/breakingnews/2192049[Sports Center (2017). Her overwhelming popularity brought her Facebook top in fan number. Retrieve from http://sports.ltn.com.tw/news/ breakingnews/2192049.]
  6. Web Analytics Association. (2007). Web analytics definitions - Version 4.0. Retrieved from https://www.digitalanalyticsassociation.org/Files/pdf_standards/webanalyticsdefinitionsvol1.pdf
  7. International Event Group. (2017b). Three examples of how Wimbledon tailors content for snapchat, periscope and Instagram. Retrieve from http://www.sponsorship.com/IEGSR/2017/04/10/Inside-Wimbledon-s-Social-Media-Strategy/Three-Examples-Of-How-Wimbledon-Tailors-Content-Fo.aspx
  8. International Event Group. (2017a). Inside Wimbledon's social media strategy. Retrieve from http://www.sponsorship.com/iegsr/2017/04/10/Inside-Wimbledon-s-Social-Media- Strategy.aspx
  9. Stoldt, G. C. (2012). The impact of social media on college athletics communications Retrieved from http://www.cosida.com/media/documents/2012/7/Social_media_impact_2012_Stoldt_study.pdf
  10. Sportcal. (2017). Sportcal's social media index.
  11. The Telegraph. (2017). How Facebook dominates the internet - in five numbers. Retrieved from http://www.telegraph.co.uk/technology/2017/02/02/facebook-dominates-internet-five-numbers/
  12. Statista. (2017). Most famous social network sites 2017, by active users. Retrieved from https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
  13. International Event Group. (2015). How the Los Angeles Dodgers use Instagram to extend sponsor reach. Retrieve from http://www.sponsorship.com/iegsr/2015/02/23/How-The-Los-Angeles-Dodgers-Use-Instagram-To-Exten.aspx
  14. Dewhurst, A. (2015). It's official: David Beckham is the most popular person on Instagram EVER. Grazia. Retrieved from http://www.graziadaily.co.uk/2015/05
  15. Abeza, G.,O'Reilly, N.,Sėguin, B.,Nzindukiyimana, O.(2015).Social media scholarship in sport management research: A critical review.Journal of Sport Management,29,601-618.
  16. Aggarwal, C. C.,Zhai, C. X.(2012).Mining Text Data.New York, NY:Springer.
  17. Allahyari, M.,Pouriyeh, S.,Asse, M.,Safaei, S.,Trippe, E. D.,Gutierrez, J. B.,Kochut, K.(2017).,CoRR.
  18. Behera, R. N.,Roy, M.,Dash, S.(2016).Ensemble based hybrid machine learning approach for sentiment classification- A Review.International Journal of Computer Applications,146(6),31-36.
  19. Beyer, M. A.,Laney, D.(2012).,Gartner.
  20. Billings, A. C.,Burch, L. M.,Zimmerman, M. H.(2015).Fragments of us, fragments of them: social media, nationality, and US perceptions of the 2014 FIFA World Cup.Soccer & Society,16(5/6),726-744.
  21. Bollen, J.,Mao, H.,Zeng, X.(2011).Twitter mood predicts the stock market.Journal of Computational Science,2(1),1-8.
  22. Boyd, D. M.,Ellison, N. B.(2008).Social Network Sites: Definition, history, and scholarship.Journal of Computer-Mediated Communication,13,210-230.
  23. Clifton, B.(2012).Advanced Web Metrics with Google Analytics.Idianapolis, Indiana:John Wiley & Sons.
  24. D'Andrea, A.,Ferri, F.,Grifoni, P.,Guzzo, T.(2015).Approaches, tools and applications for sentiment analysis implementation.International Journal of Computer Applications,125,26-33.
  25. Datamonitor(2011).Gatorade case study: Using consumer segmentatioin & social media to drive market growth.UK:Author.
  26. De Mauro, A.,Greco, M.,Grimaldi, M.(2015).What is big data? A consensual definition and a review of key research topics.AIP Conference Proceedings,1644,97.
  27. Do, H.,Ko, E.,Woodside, A. G.(2015).Tiger Woods, Nike, and I are (not) best friends: how brand's sports sponsorship in social-media impacts brand consumer's congruity and and relationship quality.Journal of Advertising Research,34(4),658-677.
  28. Eagleman, A. N.(2013).Acceptance, motivations, and usage of social media as a marketing communications tool amongst employees of sport national governing bodies.Sport Management Review,16,488-497.
  29. Geurin, A. N.(2016).Developing a social media strategy guide for elite athletes.Sport & Entertainment Review,2,70-76.
  30. Gray, G. T.,Wert-Gray, S.(2012).Customer retention in sports organization marketing: Examining the impact of team identification and satisfaction with team performance.International Journal of Consumer Studies,36(3),275-281.
  31. Hochberg, M.(2015).Upperiscope.Sport Business International,212,18-19.
  32. Hotho, A.,Nűrnberger, A.,Paass, G.(2005).A Brief Survey of Text Mining.Journal for Computational Linguistics and Language Technology,20,19-62.
  33. Kaplan, A. M.,Haenlein, M.(2010).Users of the world, unite! The challenges and opportunities of Social Media.Business horizons,53(1),59-68.
  34. Ko, M.,Yeo, J.,Lee, J.,L, U.,Jang, Y. J.(2016).What makes sports fans interactive? Identifying factors affecting chat interaction in online sports viewing.PLoS ONE,11(2),e0148377.
  35. Korzynski, P.,Paniagua, J.(2016).Score a tweet and post a goal: Social media recipe for sports stars.Business Horizons,59,185-192.
  36. Lalji, T. K.,Deshmukh, S. N.(2016).Twitter sentiment analysis using hybrid approach.International Research Journal of Engineering and Technology,3(6),2887-2890.
  37. Lee, R. S. T.,Liu, J. N. K.,Yeung, K. S. Y.,Sin, A. H. L.,Shum, D. T. F.(2009).Agent-Based Web Content Engagement Time (WCET) Analyzer on e-Publication System.2009 Ninth International Conference on Intelligent Systems Design and Applications,Pisa:
  38. Liu, B.(2012).Sentiment Analysis and Opinion Mining.San Rafael, CA:Morgan & Claypool Publishers.
  39. Misopoulos, F.,Mitic, M.(2014).Uncovering customer service experiences with Twitter: The case of airline industry.Management Decision,52(4),705-723.
  40. Nisbet, R.,Elder, J.,Miner, G.(2009).Handbook of Statistical Analysis and Data Mining Applications.San Diego, CA:Academic Press.
  41. Oliveira, N.,Cortez, P.,Areal, N.(2016).Stock market sentiment lexicon acquisition using microblogging data and statistical measures.Decision Support Systems,85(Supplement C),62-73.
  42. Pedrycz, W.(Ed.),Chen, S. M.(Ed.)(2016).Sentiment Analysis and Ontology Engineering: An Environment of Computational Intelligence.New York, NY:Springer.
  43. Qiu, J.,Wu, Q.,Ding, G.,Xu, Y.,Feng, S.(2016).A survey of machine learning for big data processing.EURASIP Journal on Advances in Signal Processing,67
  44. Rosario, A. B.,Sotgiu, F.,Valck, K. D.,Bijmolt, T. H. A.(2016).The effect of electronic word of mouth on sales: A meta-analytic review of platform, product, and metric factors.Journal of Marketing Research,53(3),297-318.
  45. Shank, M. D.,Lyberger, M. R.(2014).Sports marketing: A strategic perspective.New York, NY:Routledge.
  46. Siguencia, L. O.,Herman, D.,Marzano, G.,Rodak, P.(2017).The role of social media in sports communication management: An analysis of polish top league team's strategy.Procedia computer science,14,73-80.
  47. Sissors, J. Z.,Baron, R. B.(2010).Advertising media planning.New York, NY:McGraw Hill.
  48. Sterne, J.(2010).Social media metrics.Indianapolis, Indiana:John Wiley & Sons.
  49. Tirunillai, S.,Tellis, G. J.(2014).Mining marketing meaning from online chatter: Strategic brand analysis of big data using Latent Dirichlet Allocation.Journal of Marketing Research,51(4),463-479.
  50. Tirunillai, S.,Tellis, G. J.(2012).Does chatter really matter? Dynamics of user-generated content and stock performance.Marketing Science,31(2),198-215.
  51. Vann, P.(2014).Changing the game: The role of social media in overcoming old media's attention deficit toward women's sport.Journal of Broadcasting and Electronic media,58(3),438-455.
  52. Wallace, L.,Wilson, J.,Miloch, K.(2011).Sporting facebook: A content analysis of NCAA Organizational sport page and Big 12 Conference Athlete Department pages.International Journal of Sport Communication,4,422-444.
  53. Wann, D. L.,Branscombe, N. R.(1993).Sports fans: measuring degree of identification with their team.International Journal of Sport Psychology,24(1),1-17.
  54. Wilson, R. D.(2004).Using web traffic analysis for customer acquisition and retention programs in marketing.Services Marketing Quarterly,26(2),1-22.
  55. You, Y.,Vadakkepatt, G. G.,Joshi, A. M.(2015).A meta-analysis of electronic word of mouth elasticity.Journal of Marketing,79(2),19-39.
  56. Zhu, F.,Zhang, X.(2010).Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics.Journal of Marketing,74(2),133-148.
被引用次数
  1. 范姜顥,林伯修(2020)。紐西蘭棒球俱樂部的經營特色與困境超克。運動文化研究，37，75-115。
  2. 許育嘉(2023)。漸進釋放責任模式結合開放教育資源於運動大數據分析課程之實踐。體育學報，56(S)，21-35。
  3. 湯添進,張育綺,王豐家,王延婷(2022)。中國大陸本土運動品牌社群媒體行銷效果。大專體育學刊，24(3)，313-329。
  4. 張宜景,林怡秀(2021)。運動組織於賽季及非賽季之社群媒體應用分析：以中華職棒大聯盟隊伍為例。臺灣體育運動管理學報，21(2)，119-146。
print cancel