THE PERCIEVED EFFECT AND INFLUENCE SOCIAL MEDIA HAS ON THE MARKETING STRATEGY OF EXTREME SPORT
Cardiff Metropolitan University
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'A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.' Scott Cook, co-founder Intuit (n.d) The following study investigates the perceived effect and influence social media has on the marketing strategy of extreme sport organisations (ESO). More specifically, the study investigates the impacts and barriers of implementing social media marketing (SMM) and the development of video marketing (VM) in extreme sport facilities. The results are based on four interviews carried out with managers from various extreme sport organisations; collecting their perceptions on social media marketing and comparing them to existing literature. The research made it evident that the increased activity in social networking sites has motivated organisations to incorporate media into their marketing strategy. The findings highlighted the importance of six main features; monitoring, responding, managing, quality & volume, innovating and loyalty which all contribute to effective social media employment. The study concludes that social media is a platform which enables constant communication between business to customer (B2C) and business to business (B2B); creating brand awareness. Assessing the external environment underpinned all research as knowledge of marketplace centralises the organisations marketing strategy.
DEGREE OF BECHELOR OF SCIENCE (HONOURS) SPORT MANAGEMENT
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