“Gateway to the Sideline”: Brand Communication on Social Media at Large-Scale Sporting Events
“GATEWAY TO THE SIDELINE”: BRAND COMMUNICATION ON SOCIAL MEDIA AT LARGE-SCALE SPORTING EVENTS Portia Vann Bachelor of Media and Communication (Hons.), Bachelor of Business (Marketing) Submitted in fulfilment of the requirements for the degree of Doctor of Philosophy Digital Media Research Centre Queensland University of Technology 2018 Keywords Social media, sport, netball, soccer, football, digital media, branding, sport communications, sport media “Gateway to the Sideline”: Brand communication on social media at large-scale sporting events i Abstract Social media platforms have become an essential component of a transmedia sport experience for fans. This has significant implications for sport organisations, which now need to strategically incorporate social media platforms into a communications plan alongside their traditional media counterparts. The emergence of social media as a popular form of communication in sport also provides opportunities for sport organisations, as they no longer rely on one-way methods of distribution through mainstream media platforms, and instead can connect with fans directly via social media. Initially, sport organisations took an ad hoc approach to social media strategy, yet as the use of social media in sport becomes increasingly normalised, and the affordances of social media platforms present opportunities to engage with new and existing sport fans, approaches to social media communications have become more strategic. Existing research has examined many aspects of the role social media plays in the transmedia sport experience, from the perspectives of fans and organisations. However, the approaches and strategies social media teams use within sport organisations remain largely unexamined from an inside perspective. Thus, the aim of this research is to document exactly how sport organisations use social media for communication, the motivations and considerations behind this use, and the tensions between sport fans and organisations that arise on social media surrounding the discussion of sport.
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