2019
DOI: 10.2478/pcssr-2019-0004
|View full text |Cite
|
Sign up to set email alerts
|

CrossFit across Three Platforms: Using Social Media to Navigate Niche Sport Challenges

Abstract: Niche sports have limited opportunities to promote their sport offerings via traditional communication channels and may rely upon alternatives such as social media to accomplish their marketing goals (Puchan, 2004). Williams and Chinn (2010) developed a relationship marketing conceptual framework to examine social media usage and marketing within a sports context. This study used the framework with the burgeoning sport of CrossFit and examined three primary organizational relationship-marketing activities: (a)… Show more

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...
1
1
1
1

Citation Types

1
5
0
3

Year Published

2021
2021
2024
2024

Publication Types

Select...
5
1

Relationship

0
6

Authors

Journals

citations
Cited by 7 publications
(9 citation statements)
references
References 22 publications
1
5
0
3
Order By: Relevance
“…CrossFit leverages a variety of messages to different platforms. While other sports often use their social media accounts as opportunities to sell products only 2 per cent of the messages were promotional (Kang et al, 2019). It also supports its members through its free journal, The CrossFit Journal (https://journal.crossfit.…”
Section: The Crossfit Communitymentioning
confidence: 99%
See 1 more Smart Citation
“…CrossFit leverages a variety of messages to different platforms. While other sports often use their social media accounts as opportunities to sell products only 2 per cent of the messages were promotional (Kang et al, 2019). It also supports its members through its free journal, The CrossFit Journal (https://journal.crossfit.…”
Section: The Crossfit Communitymentioning
confidence: 99%
“…The platforms are used to create awareness of the sport and disseminate information to the members. High-profile athletes were both consuming CrossFit products and promoting the CrossFit brand (Kang, Rice, Hambrick & Choi, 2019). In the study, the social media messages repeatedly led to interaction and exhibited familiarity and unique relationships with each other.…”
Section: The Process Of Crowd Influencementioning
confidence: 99%
“…Recientemente, algunos investigadores han examinado formas específicas de comunicación en las redes sociales sobre deportes de nicho. Kang et al (2019) analizaron tres actividades de marketing en el contexto del Crossfit, un deporte de nicho con escasa cobertura mediática en EE. UU.…”
Section: Deportes De Nicho Y Redes Socialesunclassified
“…Esta característica es de gran interés para la obtención de patrocinios Greenwell, Greenhalgh & Stover, 2013;Miloch & Lambrecht, 2006). En términos de comunicación, las redes sociales son un canal clave para los aficionados a un deporte de nicho, especialmente para recopilar información y crear comunidad, gracias a la interacción entre usuarios (Kang, Rice, Hambrick & Choi, 2019). En la dinámica detrás de estas plataformas, la información fluye por interacción.…”
Section: Introductionunclassified
“…Therefore, more attention should be paid to the characteristics of SNS., which comprise multidimensional variables and consist of various concepts, with slight differences depending on the subject and the researcher. This can reflect various factors because the SNS environment is diverse and rapidly changing (Kang et al, 2019).…”
Section: Research Hypothesesmentioning
confidence: 99%