Segmentation of a professional sport team's social media community

Bruffy, Katherine; Scott, O.; Naylor, M.; Beaton, Anthony

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Date
2014-11
Citation:
Bruffy, K., Scott, O., Naylor, M., and Beaton, A. (2014, November). Segmentation of a professional sport team's social media community. Paper presented at the 2014 Sport Management Association of Australia and New Zealand Conference, Deakin University Melbourne, Australia..
Permanent link to Research Bank record:
https://hdl.handle.net/10652/3883
Abstract
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
Keywords:
sports, social media, sports marketing, sports management, branding, basketball, fan engagement, NZ Breakers (Men's basketball)
ANZSRC Field of Research:
150404 Sport and Leisure Management, 150503 Marketing Management (incl. Strategy and Customer Relations)
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