Segmentation of a professional sport team's social media community
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Authors
Bruffy, Katherine
Scott, O.
Naylor, M.
Beaton, Anthony
Scott, O.
Naylor, M.
Beaton, Anthony
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Date
2014-11
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Type
Conference Contribution - Oral Presentation
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
sports
social media
sports marketing
sports management
branding
basketball
fan engagement
NZ Breakers (Men's basketball)
social media
sports marketing
sports management
branding
basketball
fan engagement
NZ Breakers (Men's basketball)
ANZSRC Field of Research Code (2020)
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..
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
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