(Dis)Innovative digital strategy in professional sport: examining sponsor leveraging through social media

Abstract

PurposeThe purpose of this study was to examine the effectiveness of social media strategies of sport organizations when an unexpected absence of relevant content occurs. The study explored the typologies of Instagram posts of NHL teams and measured engagement of social media content that was not planned in advance.Design/methodology/approachA mixed methods approach was utilized through a content analysis of 12 NHL team social media feeds. 502 (n = 502) posts were examined from the period of March 12 – May 26 during which the NHL season was suddenly paused due to the COVID-19 pandemic. Typologies of posts were identified through a qualitative coding process and ANOVA tests were conducted to examine the effectiveness of each typology in engaging consumers.FindingsThis study found that social media strategies of the sampled NHL teams is evidence of disinnovation with digital, as opposed to the previously conceptualized innovative properties that these activities bear. Therefore, in order to achieve the consumer engagement outcomes sought to build stronger relationships with fans and deliver on the expected leveraging capabilities for sponsors, sport marketers must reconsider their current, imbalanced approach and whether the more inherently interactive content should be balanced with entertaining content that requires organic consumer engagement.Originality/valueThis study offers a unique application of UGT, highlighting that social media in a sport context is not just about gratifying consumers, but preventing diminishing engagement and exploitation of users through overuse of sponsorship-laced content.

Sport event innovation: a preliminary conceptualization and directions for future research

“…virtual reality) (Goebert and Greenhalgh, 2020;Horbel et al, 2020;Kim and Ko, 2019;Uhrich, 2022). Advancements in technologies have also innovated marketing practices in sport (Mastromartino and Naraine, 2022).…”

Sponsor and ambush marketing during the 2018 Commonwealth Games on Twitter and Instagram

“…Through the initial work in the social media and sport research, there has been a significant acceleration and advancement in the positionality of social media in the sport marketing domain, which moved away from solely an echo chamber toward an organic and natural milieu that fosters an authentic community, the sharing of content and the stimulation and fostering of passion, especially in sport fans, among users (Frederick et al. , 2016; Mastromartino and Naraine, 2021; O'Hallarn et al. , 2019; Stavros et al.…”

“…Through the initial work in the social media and sport research, there has been a significant acceleration and advancement in the positionality of social media in the sport marketing domain, which moved away from solely an echo chamber toward an organic and natural milieu that fosters an authentic community, the sharing of content and the stimulation and fostering of passion, especially in sport fans, among users (Frederick et al, 2016;Mastromartino and Naraine, 2021;O'Hallarn et al, 2019;Stavros et al, 2014). Further, the engagement and network behaviors of sport consumers on social media, highlighting the relational potential of social media channels for sport brands and organizations in creating and facilitating relationships between users and organizations, and across and between user groups have increasingly been explored (Naraine, 2019;Naraine et al, 2019).…”

Introducing mobile learning in sport management education: Exploring gender differences in Pinterest usage

“…[10][11][12] Within the sports arena, social media is an integral part of sporting culture 13 and an indispensable tool for sport managers. For instance, social media can be used to interact with stakeholders, 14 enhance fan engagement and community, 15 build athlete brands, 16 leverage sponsorship opportunities, 17 and amplify corporate social responsibility actions. 18 Due to their increasing relevance in the sports industry, sports employers now require that future managers possess digital skills and are competent at using social media for professional purposes.…”