CHAPTER 1: INTRODUCTION
1.1 Background
Over the past fifteen years, social media has advanced definitely both by they way we use it and how noticeable it is inside of our social culture. This advancement of social media has spilled over and impacted most businesses.
Social media has taken the sports business to another level with regards to sports marketing and advertising, and brand sponsorships with different online networking channels like Twitter and Facebook. From the pros to the minors nearly every sports club, association, league and team has an official social media account on Facebook, Twitter, and Instagram. Almost every sporting event has an official hashtag connected with it that drives engagement to create relationships with
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It is a service in which the element promoted can be a physical product or a brand name.
1.2 Topic
This research paper is focused on the influence of new media, with an emphasis on the impact of social media on the sports industry. The topic ‘The Impact Of Social Media On The Sports Business’ was chosen to understand how social media is being utilized within the sports business particularly associations. More specifically, this study investigates the dynamic of social media in the National Basketball Association. Existing studies have established the importance of social media in the sports business but do not elaborate on the impact or how it has changed the industry as a whole.
1.3 Research Aim
Social media and communication technologies enhance how people share, communicate, and interact with audiences. The purpose of this research is to gain a deeper understanding how social media impacts the sports business and how it has changed the way teams and clubs engage their target segments. My research examines how the relationship between professional athletes and sports fans has grown. In order to serve this purpose, the following research questions are
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Conversational media are web-based applications that make it possible to create and easily transmit content in the form of words, pictures, videos, and audios.
Social media cannot be understood without first defining Web 2.0: a term that describes a new way in which end users use the World Wide Web, a place where content is continuously altered by all operators in a sharing and collaborative way (Kaplan and Haenlein). The authors also describe social media as “a group of Internet based applications that build on the ideological and technological foundations of Web 2.0, and allow the creation and exchange of user generated content.”
Social media has progressed from essentially giving a stage to people to stay in contact with their family and companions. Presently it is a spot where consumers can take in more about their most loved companies and the products or services they offer. Advertisers and retailers are using these sites as another approach to reach consumers and give another approach to getting their product or