• Segmentation of a professional sport team's social media community 

      Bruffy, Katherine; Scott, O.; Naylor, M.; Beaton, Anthony (2014-11)
      Introduction: o Social media strategy development with the NZ Breakers o Social media within the sport industry is embedded within marketing practices o Social media enhances the consumer experience
    • Social media strategies : engaging with rugby union consumers 

      Scott, Olan; Pegoraro, Ann; Beaton, Anthony; Watkins, Jerry; Bruffy, Katherine; Naylor, M. (2015-11)
      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 ...