FACEBOOK, THE NEW GRANDSTAND FOR RELATIONSHIP MARKETING
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Redalyc
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| Formato: | Artículo científico |
| Lenguaje: | en |
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Universidade do Vale do Rio dos Sinos
2017
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| _version_ | 1876469778979225600 |
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| author | MARCOS V. CARDOSO |
| author_facet | MARCOS V. CARDOSO |
| contents | FACEBOOK, THE NEW GRANDSTAND FOR RELATIONSHIP MARKETING MARCOS V. CARDOSO FERNANDO A. FLEURY PAULO ROBERTO FELDMANN ALCIDES CARLOS DE ARAÚJO Administración y Contabilidad Facebook Social media sports management marketing strategy social network sites This paper aims to relate the marketing strategies adopted by football teams in social media networks with an increasing number of users and their interactions on the fanpage of each football club. Information was gathered from the top Brazilian football teams in the first and second divisions in 2013 on Facebook. The findings show that Authenticity, Disclosure and In- formation Dissemination are positively related to increasing the number of users. Authenticity impacts directly in the number of interactions, reinforcing the need for an active management of the fanpages. The findings show that the professional management of a Facebook page contributes positively to the increase in the number of fans on its pages. This allows clubs to model new relationship strategies with their fans and sponsors. 2017 artículo científico 1984-8196 https://www.redalyc.org/articulo.oa?id=337251652004 https://www.redalyc.org/journal/3372/337251652004/ https://www.redalyc.org/journal/3372/337251652004/html/ https://www.redalyc.org/journal/3372/337251652004/337251652004.epub https://www.redalyc.org/journal/3372/337251652004/movil en http://www.redalyc.org/revista.oa?id=3372 Base Revista de Administração e Contabilidade da UNISINOS application/pdf Universidade do Vale do Rio dos Sinos Base Revista de Administração e Contabilidade da UNISINOS (Brasil) Num.2 Vol.14 |
| format | Artículo científico |
| id | redalyc_337251652004 |
| institution | Redalyc |
| language | en |
| publishDate | 2017 |
| publisher | Universidade do Vale do Rio dos Sinos |
| spellingShingle | FACEBOOK, THE NEW GRANDSTAND FOR RELATIONSHIP MARKETING MARCOS V. CARDOSO Administración y Contabilidad Social media sports management marketing strategy social network sites FACEBOOK, THE NEW GRANDSTAND FOR RELATIONSHIP MARKETING MARCOS V. CARDOSO FERNANDO A. FLEURY PAULO ROBERTO FELDMANN ALCIDES CARLOS DE ARAÚJO Administración y Contabilidad Facebook Social media sports management marketing strategy social network sites This paper aims to relate the marketing strategies adopted by football teams in social media networks with an increasing number of users and their interactions on the fanpage of each football club. Information was gathered from the top Brazilian football teams in the first and second divisions in 2013 on Facebook. The findings show that Authenticity, Disclosure and In- formation Dissemination are positively related to increasing the number of users. Authenticity impacts directly in the number of interactions, reinforcing the need for an active management of the fanpages. The findings show that the professional management of a Facebook page contributes positively to the increase in the number of fans on its pages. This allows clubs to model new relationship strategies with their fans and sponsors. 2017 artículo científico 1984-8196 https://www.redalyc.org/articulo.oa?id=337251652004 https://www.redalyc.org/journal/3372/337251652004/ https://www.redalyc.org/journal/3372/337251652004/html/ https://www.redalyc.org/journal/3372/337251652004/337251652004.epub https://www.redalyc.org/journal/3372/337251652004/movil en http://www.redalyc.org/revista.oa?id=3372 Base Revista de Administração e Contabilidade da UNISINOS application/pdf Universidade do Vale do Rio dos Sinos Base Revista de Administração e Contabilidade da UNISINOS (Brasil) Num.2 Vol.14 |
| title | FACEBOOK, THE NEW GRANDSTAND FOR RELATIONSHIP MARKETING |
| topic | Administración y Contabilidad Social media sports management marketing strategy social network sites |
| url | https://www.redalyc.org/articulo.oa?id=337251652004 https://www.redalyc.org/journal/3372/337251652004/ https://www.redalyc.org/journal/3372/337251652004/html/ https://www.redalyc.org/journal/3372/337251652004/337251652004.epub https://www.redalyc.org/journal/3372/337251652004/movil |