The Impact of Social Media Marketing during Mega Sports Events –an Empirical Study in the Frame of the FIFA World Cup 2014
Journal Title: Quarterly Journal of Business Studies - Year 2015, Vol 2, Issue 1
Abstract
Throughout the past decade the rapid proliferation and widespread adoption of social media for marketing purposes can be observed across all technological and digital touch points. This paper focuses on the implementation of social media marketing during mega sports events. We examine impacts by analyzing adidas’ and Nike’s social media campaigns in the frame of the FIFA World Cup 2014 in Brazil. What impact did the social media activities of Nike and Adidas have on their Twitter and Facebook presence? Which additional value did the social media activities contribute to their respective targets of the entire marketing campaign? In order to answer these questions an empirical study was conducted. Several hypotheses were formulated and tested.
Authors and Affiliations
Gerd Nufer, Franziska Ibele
Keywords
Related Articles
- EP ID EP28510
- DOI -
- Views 279
- Downloads 10
Modeling the Biomedical Engineering Technicians’ Contribution to Hospital Quality with Donabedian’s Triad
Purpose: To determine the relationships among Donabedian’s Triad from a health support services perspective using the biomedical engineering technician (BMET), an underrepresented occupation in healthcare research, as...
Analysing the Incidence of Labour Cost on Organic Production: Implications on Competitiveness
International trade of organic food has increased dramatically over the last decades and it is dominated by a South-North relationship in which small farms of the South hemisphere export their production to countries o...
Distressed Company Prediction Using Logistic Regression: Tunisian’s Case
In this study, we try to develop a model for predicting corporate default based on a logistic regression (logit) and applied to the case of Tunisia. Our sample consists of 212 companies in the various industries (106 c...
Ecotourism Industry in Ilijan Batangas City, Philippines: Assessing Its Effects as a Basis of Proposed Tourism Development Plan
Ecotourism is seen as a potential vehicle to provide environmental, socio-economic and cultural beliefs at both local and national levels. This study was conducted to assess the effects of ecotourism industry in Ilijan,...
The Ethical Decision Making Intention of Small & Medium Entrepreneurs in Malaysia
This paper represents an attempt to propose a model on the ethical decision making intention of SME entrepreneur in Malaysia. In Malaysia, studies on the entrepreneur’s intention to make ethical decision are sparse and...