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    Social media strategies : engaging with rugby union consumers

    Scott, Olan; Pegoraro, Ann; Beaton, Anthony; Watkins, Jerry; Bruffy, Katherine; Naylor, Michael

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    SMAANZ 2015 Conference (3).pdf (58.01Kb)
    Date
    2015-11
    Citation:
    Scott, O., Pegoraro, A., Beaton, A., Watkins, J., Bruffy, K., & Naylor, M. (2015, November). Social media strategies: Engaging with rugby union consumers. Paper presented at Sport Management Association of Australia and New Zealand, University of Tasmania, Hobart.
    Permanent link to Research Bank record:
    http://hdl.handle.net/10652/3330
    Abstract
    The rise and popularity of the Internet and social media has drastically changed the ways in which sport organisations communicate with their key stakeholders (Pedersen, Miloch, & Laucella, 2007). In terms of social media use, sport comprises just a small proportion of television content, yet nearly fifty percent of all Twitter content is related to sports (Nielsen, 2014). Other social media platforms, such as Facebook and Instagram are also extensively used by sport organisations and consumers of sport. It is increasingly important for sport organisations to prioritise these platforms in the overall communication, public relations, and marketing strategies. Social media has changed how consumers get information, what information consumers can now access and a newer phenomenon whereby consumers can interact with their favourite sport organisation or athlete.
    Keywords:
    sports, social media, sports marketing, sports management, branding, rugby
    ANZSRC Field of Research:
    150404 Sport and Leisure Management, 150503 Marketing Management (incl. Strategy and Customer Relations)
    Copyright Holder:
    Authors
    Rights:
    This digital work is protected by the Copyright Act 1994 (New Zealand). It may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use: Any use you make of these documents or images must be for research or private study purposes only, and you may not make them available to any other person. You will recognise the author's and publishers rights and give due acknowledgement where appropriate.
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    • Sport Conference Papers [23]

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