识别影响足球俱乐部和球员社交媒体广告价值的因素:离散选择分析

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Sports Marketing & Sponsorship Pub Date : 2020-12-07 DOI:10.1108/ijsms-12-2019-0138
Matteo Balliauw, Evy Onghena, Simon Mulkens
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引用次数: 2

摘要

目的广告商经常使用社交媒体进行互动和以客户为导向的关系营销(RM)。此外,体育俱乐部和球员一直在使用他们的社交媒体账户发布赞助商和其他广告公司的内容。这些帖子为这些广告公司创造了可见性和价值,这在现有文献中尚未得到实证量化。因此,本文的目的是确定影响此类广告帖子价值的因素或属性。设计/方法论/方法离散选择方法用于实证估计赞助经理从足球俱乐部和球员社交媒体上发布的公司或产品广告中获得的效用。结果表明,更多的追随者、更好的现场表现和更低的价格显著提高了广告公司的效用。此外,使用的社交媒体渠道也有很大的影响力,因为Facebook和Instagram比Twitter更受欢迎,因为后者对广告商的自由度有限。研究局限性/含义考虑赞助商和赞助商之间的形象匹配以及在中国社交媒体市场上的存在等其他因素,为未来的研究提供了一条有趣的途径。实际含义经验估计允许俱乐部和球员的商业经理从计算的效用中得出公司对其社交媒体上广告特征变化的相对支付意愿(WTP)。当社交媒体帖子被出售或包含在赞助包中时,这些信息可以用于定价决策。原创性/价值这是第一项应用离散选择模型将社交媒体营销(SMM)和体育营销联系起来的研究。
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Identifying factors affecting the value of advertisements on football clubs' and players' social media: a discrete choice analysis
PurposeAdvertisers frequently use social media for interactive and customer-oriented relationship marketing (RM) purposes. Moreover, sports clubs and players have been using their social media accounts to post content of their sponsors and other advertising companies. Such posts create visibility and have value for these advertising companies, something which has not been empirically quantified in the existing literature. Hence, this paper's purpose is to identify the factors or attributes that influence the value of such advertisement posts.Design/methodology/approachA discrete choice approach is used to empirically estimate the utility that sponsorship managers derive from a post advertising their company or product on football clubs' and players' social media.FindingsThe results indicate that more followers, better on-field performance and a lower price significantly increase the advertising company's utility. Moreover, the used social media channel has a significant influence too, since Facebook and Instagram are preferred over Twitter, due to the latter's limited degrees of freedom for advertisers.Research limitations/implicationsConsidering additional factors such as the image fit between sponsor and sponsee and presence on the Chinese social media market offers an interesting avenue for future research.Practical implicationsThe empirical estimates allow commercial managers of clubs and players to derive companies' relative willingness to pay (WTP) for changes in characteristics of advertisements on their social media from the calculated utilities. This information can be used in the pricing decision when social media posts are sold or included in sponsorship packages.Originality/valueThis is the first study applying discrete choice modelling to link social media marketing (SMM) and sports marketing.
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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