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Acceptance, motivations, and usage of social media as a marketing communications tool amongst employees of sport national governing bodies

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  • Eagleman, Andrea N.

Abstract

National governing bodies (NGB) of sport are not-for-profit organisations that typically receive less mainstream media coverage and have much smaller marketing budgets than mainstream professional sports. Therefore, they must seek alternative methods from mainstream media and traditional marketing in order to increase brand awareness and reach fans and stakeholders. While all sport organisations stand poised to benefit from social media, NGBs seem to be a segment of the sport industry uniquely positioned to capitalise on social media's benefits. Because there is currently no known literature on NGBs’ use of social media, this study examined the role that social media plays within NGBs in the United States including employees’ acceptance of social media, motivations to use social media, and the organisation's current usage of social media. An online survey was distributed to NGB employees in the spring of 2012, and results revealed that contrary to studies on other sport organisations, NGB employees reported high levels of acceptance and motivation to use social media regardless of demographic factors. Additionally, NGBs seemed to use social media as a communications tool to a greater degree than as a marketing tool. Implications for international and niche sport organisations are presented in the conclusion.

Suggested Citation

  • Eagleman, Andrea N., 2013. "Acceptance, motivations, and usage of social media as a marketing communications tool amongst employees of sport national governing bodies," Sport Management Review, Elsevier, vol. 16(4), pages 488-497.
    • Handle: RePEc:eee:spomar:v:16:y:2013:i:4:p:488-497
    DOI: 10.1016/j.smr.2013.03.004
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    Cited by:

    1. Reetta Oksa & Tiina Saari & Markus Kaakinen & Atte Oksanen, 2021. "The Motivations for and Well-Being Implications of Social Media Use at Work among Millennials and Members of Former Generations," IJERPH, MDPI, vol. 18(2), pages 1-22, January.
    2. Sunday C. Eze & Vera C. A. Chinedu-Eze & Hart O. Awa, 2021. "Key Success Factors (KSFs) Underlying the Adoption of Social Media Marketing Technology," SAGE Open, , vol. 11(2), pages 21582440211, April.
    3. Teodor Dima, 2015. "Social Media Usage In European Clubs Football Industry. Is Digital Reach Better Correlated With Sports Or Financial Performane?," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 18(55), pages 117-128, March.
    4. Geurin-Eagleman, Andrea N. & Burch, Lauren M., 2016. "Communicating via photographs: A gendered analysis of Olympic athletes’ visual self-presentation on Instagram," Sport Management Review, Elsevier, vol. 19(2), pages 133-145.
    5. Fawad Ahmed & Yuan Jian Qin & Luis Martínez, 2019. "Sustainable Change Management through Employee Readiness: Decision Support System Adoption in Technology-Intensive British E-Businesses," Sustainability, MDPI, vol. 11(11), pages 1-28, May.
    6. Filo, Kevin & Lock, Daniel & Karg, Adam, 2015. "Sport and social media research: A review," Sport Management Review, Elsevier, vol. 18(2), pages 166-181.

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