What have been the impacts and influences of social media on the promotional processes of private health and fitness facilities in Cardiff?
Cardiff Metropolitan University
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The growing importance of the Internet and rapid developments of social media have resulted in an increased importance for organisations to ensure a strong web presence when promoting, particularly private organisations in the sport sector. The purpose of this study was to investigate the impacts and influences of social media on two private health and fitness facilities where social media has a strong presence. A review of existing literature identified that although still in its infancy, social media is significantly important for communicating and interacting to build relationships with customers. The limited amount of previous research exploring the effects provided a platform for this study. Mixed methods were used to obtain the appropriate information based on considerations from literature. Interviews were conducted with facility managers to examine the effects of social media on promotion. Additionally, questionnaires completed by the public produced conclusions on the similarities and differences of perceptions of social media between potential customers and facilities. The results revealed that facilities highly valued social media as a promotional method however identified the differences in the extent to which each facility is influenced individually. The impacts exposed customer relationship management as the most considerable benefit of social media. Finally the author proposed a model to aid understanding and provide a base for future research, affirming the prominence of customer relationship management when using social media as a promotional tool.
DEGREE OF BACHELOR OF SCIENCE (HONOURS) SPORT MANAGEMENT
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