The Influence of Social Media in Sports Marketing

Abstract

Aim of the Study: This study aims to assess the influence of social media on the sports marketing industry. Global surge in social media marketing has influenced sports marketing as well. Coca Cola is one such company. Coca cola has switched its maximum marketing campaigns to digital. The sports market is currently under the severe pressure of social media. Traditional methods of advertising such as print, radio, and television have all but vanished from the market in recent decades. This study focuses on how marketing has changed through time, moving from conventional to digital methods. Methodology: Current study has used survey method and for this purpose a questionnaire about Pakistani consumers' viewing and engagement preferences for sports sponsor brand commercials on traditional and social media was developed and responses from sample of (N=802) were recoded. Findings: The results of the surveys and the data collected point that, at least in Pakistan, traditional media still has strong influence on marketing sector. For sports brands, social media marketing is a useful addition to conventional marketing. Conclusion: This study concluded that sports brands don't have to completely abandon traditional marketing strategies; instead, they could embrace social media as a supplement to their traditional media marketing tactics.