Sports clubs’ use of social media to increase spectator interest

作者：

Highlights：

• This research aims to give an insight into social media as an online marketing medium used by sports clubs.

• The research intention is to understand how social media is used to increase customer interactivity and spectator interest.

• Greater customer interactivity through social media can be deemed attractive and can increase spectatorship.

• Social media is an effective form of marketing and can be useful in attracting spectators to a sports organization.

摘要

•This research aims to give an insight into social media as an online marketing medium used by sports clubs.•The research intention is to understand how social media is used to increase customer interactivity and spectator interest.•Greater customer interactivity through social media can be deemed attractive and can increase spectatorship.•Social media is an effective form of marketing and can be useful in attracting spectators to a sports organization.

论文关键词：Social media,Facebook,Football clubs,Spectator interest,Customer interactivity

论文评审过程：Received 15 June 2018, Revised 1 August 2018, Accepted 6 August 2018, Available online 11 August 2018, Version of Record 11 August 2018.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2018.08.003