An investigation into how a sporting national governing body utilises twitter as a promotional marketing tool to enhance grass root participation
Miller, Kelly Jade
Cardiff Metropolitan University
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In recent years, the growing trends of the internet and rapid developments of social technologies have provided organisations, particularly non-profit organisations in the sport sector, with the opportunity to promote and communicate with participants. The study intends to explore the impacts and influence of Twitter within two National Governing Bodies of sport to evaluate their promotional methods. A review of the existing literature identified that organisations are predominantly using social technologies for two-way communication, marketing and promotion, thus, allowing organisations to directly govern their own marketing platforms to effectively promote and communicate. However, there is limited research exploring Twitter as a promotional marketing tool to enhance grass root sport participation. Therefore, this research aims to provide a greater understanding A quantitative method approach was used to obtain raw data from two sporting National Governing Bodies (NGBS) using Twitter pages. This was done primarily through content analysis, as tweets were analysed and coded within a 4-month period. Additionally, a qualitative content analysis coding framework was used to discover the use of promotional language to enhance participation. The studies’ results highlighted key themes which were coded (a) Grass root and elite sport, (b) Promotional Strategies, (c) Gender equality of sport, (d) Promotional language. The discoveries from the research revealed a large focus towards elite sport promotion (n= 651) furthermore; the trickle down effect of elite sport was used to encourage mass sport participation. The findings exposed recognition and awareness of grass root sport, (n=354), although a lack of perceived opportunities was discovered to counterbalance the awareness. Finally, the study revealed the promotion of female (n=84) sport was greater than male (n=19) followers, affirming the efforts to further develop women’s and girl’s sport at a grass root level.
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