Effects and Development of Sports Online Marketing: Using Focus Group

The purpose of this study is to investigate the positive and negative effects of sports online marketing. It is also necessary to understand the development plan of sports online marketing. Since many companies recognize the importance of sports online marketing and make investments, it is meaningful to systematically study sports online marketing. This study was conducted as a focus group, and the opinions of a total of 10 people were expressed as follows. Consumers prefer to purchase sports products or services online because they can save time and are convenient. For this reason, companies are investing more in sports-related marketing. It is advantageous for companies to promote products or services online to reduce costs. On the other hand, companies need to promote products or services to consumers by using SNS because the rate of young consumers using SNS is high recently. It is efficient for companies to actively target places where consumers share information about products or services with each other.