Show simple record

dc.contributor.authorScott, Olan
dc.contributor.authorPegoraro, Ann
dc.contributor.authorBeaton, Anthony
dc.contributor.authorWatkins, Jerry
dc.contributor.authorBruffy, Katherine
dc.contributor.authorNaylor, M.
dc.description.abstractThe 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.rightsAll rights reserveden_NZ
dc.subjectsocial mediaen_NZ
dc.subjectsports marketingen_NZ
dc.subjectsports managementen_NZ
dc.titleSocial media strategies : engaging with rugby union consumersen_NZ
dc.typeConference Contribution - Oral Presentationen_NZ
dc.subject.marsden150404 Sport and Leisure Managementen_NZ
dc.subject.marsden150503 Marketing Management (incl. Strategy and Customer Relations)en_NZ
dc.identifier.bibliographicCitationScott, 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.institutionUniversity of Canberra (Australian Capital Territory)en_NZ
unitec.institutionLaurentian University (Greater Sudbury, Ontario, Canada)en_NZ
unitec.institutionUnitec Institute of Technologyen_NZ
unitec.institutionAuckland University of Technologyen_NZ
unitec.conference.titleSport Management Association of Australia and New Zealanden_NZ
unitec.conference.orgSport Management Association of Australia and New Zealanden_NZ
unitec.conference.locationUniversity of Tasmania, Hobart, Australiaen_NZ
dc.contributor.affiliationUnitec Institute of Technologyen_NZ
dc.contributor.affiliationUniversity of Canberraen_NZ
dc.contributor.affiliationAuckland University of Technologyen_NZ

Files in this item


This item appears in

Show simple record

 Unitec Institute of Technology, Private Bag 92025, Victoria Street West, Auckland 1142