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Strategic Use of Facebook to Build Brand Awareness: A Case Study of Two National Sport Organizations
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Author(s): Ann Pegoraro (School of Sports Administration, Institute for Sport Marketing, Faculty of Management, Laurentian University, Sudbury, Canada), Olan Scott (Department of Sport & Exercise Science, Faculty of Health, Research Institute of Sport and Exercise, University of Canberra, Bruce, Australia)and Lauren M. Burch (Division of Business, Indiana University-Purdue University Columbus, Columbus, IN, USA)
Copyright: 2017
Volume: 4
Issue: 1
Pages: 19
Source title:
International Journal of Public Administration in the Digital Age (IJPADA)
Editor(s)-in-Chief: Manuel Pedro Rodríguez Bolívar (Universidad de Granada, Spain)
DOI: 10.4018/IJPADA.2017010105
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Abstract
Social media provides a strategic means for non-profit organizations to build and maintain strong relationships with consumers. The purpose of this study was to apply branding theory and frameworks to the use of Facebook by National Olympic Committees in two countries, Australia and Canada over specific time periods related to three Olympics Games. These Facebook pages were examined to determine the types of brand-related post content and communication style utilized as well as the consumer response to these posts. The two organizations generally used Facebook to broadcast product related brand attributes such as information about athletes and teams. There was also a significant difference in Facebook post use and focus by two organizations indicating some international differences in using Facebook for branding a sport organization. The results also provide practical implications for non-profit sport organizations using Facebook to build positive brand images, promote fan engagement and ultimately create brand ambassadors.
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