Abstract
Social networks have become one of the most effective means to increase the level of fan interaction after digital marketing has changed the approach of the sports organizations. This piece seeks to analyse the interdependence of digital marketing and sports, and explain how social media applications like Facebook, Instagram, Twitter, TikTok and YouTube changed the experience of fans. It describes the journey of sports marketing, discussing practices such as engaging in real-time, creating content or telling stories, or offering access to a backstage that can help fans get closer to their favorite teams or players. Using examples of different campaigns the article discusses how social media helps in developing the fan base and increasing brand awareness. It also counts with features such as the operation of controversial topics in social media and the assessment of the performance of campaigns with key performance indicators. Besides, it gives the outlook for its further evolution based on the analysis of the trends that are AI, augmented reality and blockchain technologies and how they can be applied to advance fans’ engagement tools. Through the prospect of social media, sports organisations are assured to foster strong fan communities and maintain such bonds in the light of new media technologies.
Citations
IRE Journals:
Anna Alferova
"Digital Marketing in Sports: Leveraging Social Media for Fan Engagement" Iconic Research And Engineering Journals Volume 8 Issue 6 2024 Page 48-62
IEEE:
Anna Alferova
"Digital Marketing in Sports: Leveraging Social Media for Fan Engagement" Iconic Research And Engineering Journals, 8(6)
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