dc.contributor.author | Scott, Olan | |
dc.contributor.author | Pegoraro, Ann | |
dc.contributor.author | Beaton, Anthony | |
dc.contributor.author | Watkins, Jerry | |
dc.contributor.author | Bruffy, Katherine | |
dc.contributor.author | Naylor, M. | |
dc.date.accessioned | 2016-04-18T02:54:20Z | |
dc.date.available | 2016-04-18T02:54:20Z | |
dc.date.issued | 2015-11 | |
dc.identifier.uri | https://hdl.handle.net/10652/3330 | |
dc.description.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. | en_NZ |
dc.language.iso | en | en_NZ |
dc.rights | All rights reserved | en_NZ |
dc.subject | sports | en_NZ |
dc.subject | social media | en_NZ |
dc.subject | sports marketing | en_NZ |
dc.subject | sports management | en_NZ |
dc.subject | branding | en_NZ |
dc.subject | rugby | en_NZ |
dc.title | Social media strategies : engaging with rugby union consumers | en_NZ |
dc.type | Conference Contribution - Oral Presentation | en_NZ |
dc.rights.holder | Authors | en_NZ |
dc.subject.marsden | 150404 Sport and Leisure Management | en_NZ |
dc.subject.marsden | 150503 Marketing Management (incl. Strategy and Customer Relations) | en_NZ |
dc.identifier.bibliographicCitation | 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. | en_NZ |
unitec.institution | University of Canberra (Australian Capital Territory) | en_NZ |
unitec.institution | Laurentian University (Greater Sudbury, Ontario, Canada) | en_NZ |
unitec.institution | Unitec Institute of Technology | en_NZ |
unitec.institution | Auckland University of Technology | en_NZ |
unitec.publication.spage | 1 | en_NZ |
unitec.publication.lpage | 2 | en_NZ |
unitec.conference.title | Sport Management Association of Australia and New Zealand | en_NZ |
unitec.conference.org | Sport Management Association of Australia and New Zealand | en_NZ |
unitec.conference.location | University of Tasmania, Hobart, Australia | en_NZ |
unitec.conference.sdate | 2015-11 | |
unitec.conference.edate | 2015-11 | |
unitec.peerreviewed | yes | en_NZ |
dc.contributor.affiliation | Unitec Institute of Technology | en_NZ |
dc.contributor.affiliation | University of Canberra | en_NZ |
dc.contributor.affiliation | Auckland University of Technology | en_NZ |
unitec.identifier.roms | 58754 | en_NZ |
unitec.institution.studyarea | Sport | |