Social Media and Fan Base: An Evaluation into the Effectiveness of Social Media in Cricket
Added on 2021-06-14
14 Pages4205 Words491 Views
Marketing
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Running head: LITERATURE REVIEW“An evaluation into the effectiveness of social media and whether it can be used by cricketclubs/teams to improve engagement with their fan base”Name of the Student:Name of the University:Author’s Note:
1LITERATURE REVIEWTable of ContentsIntroduction................................................................................................................................2Social Media and Branding........................................................................................................3Social media and communication..............................................................................................4Sports and Fans..........................................................................................................................5Social Media and Fan base.........................................................................................................6Literature Gap............................................................................................................................9Conclusion..................................................................................................................................9References................................................................................................................................11
2LITERATURE REVIEWIntroductionThe platform of social media has emerged as one of the most important ones in thepresent times and there are billions of users from all over the world who take the help of thisparticular innovation on a regular basis (Vann, Woodford and Bruns 2015). Social media isnot only used for chatting or interacting with friends and family members from the differentparts of the world but in the present times it is seen that the platform of social media is alsoused by the various organizations related to the genre of business for the process ofcommunication, promotion, marketing and others (Vann, Woodford and Bruns 2015).Therefore, it can be said that the innovation of social media within a very short time hasbecome an indispensible part of the modern world (Vromen, Xenos and Loader 2015). One ofthe most common as well as interesting usage of this particular tool is seen within theframework of the sports industry (Vromen, Xenos and Loader 2015). In the present times it isseen that the various sports organizations, teams and even the individual players are takingthe help of the tool of social media in order to interact as well as connect in a much bettermanner with their fans (Vromen, Xenos and Loader 2015). Many scholars are of the opinionthat the tool of social media can be utilized by the various sports teams as well as clubs notonly to enhance the fan base which they have but also to interact in a much better mannerwith the fans from different regions (Abeza, O’Reilly and Reid 2013). Therefore, it can besaid that the tool of social media is a game changer and if effectively utilized by a particularcricketing team can help them in a significant manner to grow a strong fan base (Vann,Woodford and Bruns 2015). This Literature Review will try to analyze the effectiveness ofthe innovation of social media and at the same time will also try to find out whether it can beused by the various cricketing teams to develop a strong fan base.
3LITERATURE REVIEWSocial Media and BrandingBranding forms a very important aspect of the business world and the variousorganizations try to take the help of innovative means to create a brand name for themselves(Hambrick, Frederick and Sanderson 2015). The concept of branding helps the organizationsto establish a name for themselves and thereby earn the loyalty of the customers. In theearlier times the various organizations used to take the help of traditional methods for thepurpose of enhancing the brand of their organization (Hambrick, Frederick and Sanderson2015). These traditional methods generally required the individuals related to theorganizations to manually advertise the services or the products offered by the organization.In addition to this, the organizations also used to take the help of various kinds of traditionalmethods like advertising on television and radios to attract the attention of the customers(Hollebeek, Glynn and Brodie 2014). However, it is significant to note that the recentinnovations like social media and others have in a way made the use of these strategies forpromotional and branding purposes completely obsolete (Hollebeek, Glynn and Brodie2014). Therefore, the various organizations are increasingly taking the help of the recentinnovations like social media and others not only for the process of promotion but also for theprocess of branding as well (Stavros et al. 2014). Many scholars are of the opinion that thesame pattern which is being used by the various organizations for the process of promotion aswell as branding can be used by the various sporting clubs and teams for the process of theenhancement of their brand image, which in turn is likely to help them to get a greaternumber of sponsors (Hambrick, Frederick and Sanderson 2015). Social media and communicationScholars like Vann, Woodford and Bruns (2015), are of the opinion that perhaps themajor benefit which social media provides to the people from the different parts of the world
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