This study aims to obtain an in-depth understanding of the use, opportunities, and
challenges related to social media (SM) in achieving relationship marketing (RM) goals in …

Social Media (SM) is an established channel by which organisations can create and seek to
co-create value with consumers and other stakeholders. However, the role of SM in building …

This study, guided by the relationship marketing theoretical framework, adopted an
observational netnography method to investigate professional sport teams' use of Twitter as …

Soft power refers to the ability to advance interests through persuasion without coercion and
has often been described in its capacity to aid foreign policy. Within the sports realm, sport …

Sistem pendukung keputusan (SPK) memberikan rekomendasi kepada para pemangku
kepentingan dalam membuat keputusan, guna menjalankan fungsi manajemen organisasi …

This chapter examines how social media impacts student‐athletes in intercollegiate
athletics. Social media has become a predominant communication tool for younger athletes …

Purpose Research in sport has examined the use of social media by organizations and
athletes, but little research has assessed the effectiveness of social media marketing …

This chapter provides an overview of the challenges and benefits of social media across
various industries. The use of social media has created the highly effective communication …

Adopting an integrative literature review approach, this study synthesized sport relationship
marketing (SRM) articles to gain insight into how relationship marketing in sport-related …

Sport marketing researchers and practitioners have suggested that sport organizations that
effectively engage in social media conversations with fans are likely to influence fan …