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Title
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Identifying factors affecting the value of advertisements on football clubs’ and players’ social media : a discrete choice analysis
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Author
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Abstract
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| Purpose:Advertisers frequently use social media for interactive and customer-oriented relationship marketing purposes. Moreover, sports clubs and players have been using their social media accounts to post content of their sponsors and other advertising companies. Such postscreate visibility andhave 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 orattributes that influence the value ofsuch advertisement posts.Design/methodology/approach: A discrete choice approach is usedtoempirically estimate theutility that sponsorship managers derive from a post advertising their company or product on football clubs’ and players’ social media.Findings: The 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 significantinfluence too, since Facebook and Instagram are preferred over Twitter, due to the latter’s limited degrees of freedom for advertisers. Research limitations/implications: Considering additional factors such as the image fit between sponsor and sponsee and presence on the Chinese social media market offer interesting avenues for future research.Practical implications:The empirical estimates allow commercial managers of clubs and players to derive companies’changes inwillingness to pay for changes incharacteristics of advertisementson their social mediafrom the calculated utilities. This information can be used in the pricing decision when social media posts are sold or included in sponsorship packages.Originality/value: This is the first study applyingdiscrete choice modelling to link social media marketing andsports marketing. |
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Language
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English
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Source (journal)
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International journal of sports marketing & sponsorship. - London, 1999, currens
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Publication
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London
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Winthrop
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2021
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ISSN
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1464-6668
[print]
2515-7841
[online]
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DOI
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10.1108/IJSMS-12-2019-0138
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Volume/pages
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22
:4
(2021)
, p. 652-676
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ISI
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000595849500001
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Full text (Publisher's DOI)
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Full text (open access)
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