Use of Social Media in Sports Event Marketing: A Qualitative Approach

Abstract: Social media has been considered as a vital tool to understand the reach for sports promotion, engagement of fans and athletes, and brand sentiments referring to sports personalities and popular sporting events happening across the world. This study is a content analysis of secondary data and social media posts. Data have been derived from online forums, articles and case studies published in research journals, newspapers, magazines on sports and entertainment. The paper here has attempted to explore the issues pertaining to social media and effectiveness of social networking sites (SNS) for sports event marketers. Keywords: Social Media Analytics, Social Networking Sites, Sports Event Marketing, Social Media Quality Dimensions, Content Analysis