Marketing Plan Literature Review Micheaux Hollingsworth Prof

Marketing Plan Literature Review Micheaux Hollingsworth Professor Heath H

Using an empirical study, Abeza et al. (2019) examined the use, opportunities, and challenges of social media in meeting the goals of relationship marketing with a focus on American sports teams. The study established that social media is a precise platform to engage a large pool of customers, that it allows the fan base to feel the ‘pulse’ of their team, allows for brand humanization, as well as the opportunity to engage in an ongoing dialogue with the fans.

Another opportunity is that social media allows for the convergence of a fan base. Hence, it is fan-centered, where they meet all and a perfect opportunity for content delivery, and customer service. However, social media is not limited to challenges, some faced by fans, some related to data, and others by management. Social media use in sports marketing brings challenges like in coping with an evolving technology like those used in social media. There are also overutilization challenges that entail daily operations.

As for data, social media sports marketing leads to challenges in having actionable data and a lack of control over messages. There are also issues, including influential opinion leaders, internal conflict of interest, and anonymity. Güneş, İ., & Duyan, M. (2020). The effect of service quality on athlete satisfaction: empirical results from sports facilities of public organizations.

In their study, Güneş & Duyan (2020) examine how service quality affects the satisfaction of athletes. The article establishes that there is a significant effect of service quality on the satisfaction of athletes using data and results from athletes’ training in various sports facilities. The study carried out in public facilities established that the athletes were satisfied with the services in the public sports facilities. The study realizes that the age variable negatively affected satisfaction in sports. On the other hand, duration of participation had a significant and positive effect on the satisfaction of the athletes with the services provided by public training sports. As a result, the study provided that precautions should be taken in public athletes' training facilities to improve athlete satisfaction. Better perception of quality can enhance advertisement effectiveness and training quality, benefiting coaches and athletes alike.

Popp, B., & Woratschek, H. (2016). Introducing branded communities in sport for building strong brand relations in social media.

This article examines the use of branded communities in sports as a mode of brand management and advertisement. Popp & Woratschek (2016) suggest using branded communities instead of traditional brand communities in sports marketing. These communities are interest-based and may not directly link with a specific brand but serve as platforms for brand marketing through sponsorship or operation. Such communities can foster high-quality interactions that promote brand loyalty and interest, which in turn benefits the sponsor or brand. The authors conclude that branded communities are valuable tools that allow companies to deploy sponsorships and strategies to generate value from social media, creating a loyal customer base aligned with the brand’s identity.

da Silva, E. C., & Las Casas, A. L. (2020). Key elements of sports marketing activities for sports events.

This study explores the essential elements of sports marketing, emphasizing the need to understand supporters as customers. It recognizes that sports marketing is rapidly evolving and suggests using the 4 Ps (product, price, place, promotion) for tangible goods and extends to 9 Ps—adding people, process, physical evidence, performance, and activities—for services and experiences. The article highlights the importance of analyzing sports as entertainment and designing marketing plans that align with these frameworks to secure funding and engagement. It underscores the role of understanding supporter behavior and motivation in designing effective marketing strategies for sports events and initiatives.

Fujak, H., Ewing, M. T., Newton, J., & Altschwager, T. (2023). Professional athlete responses to new product development: A dialectic.

This research focuses on athlete responses to new product development within sports, especially in the context of consumer entertainment demands, such as in T20 cricket. The study finds that athletes internalize consumer demand and enjoy interpersonal benefits from product innovation. Athlete self-presentation and backstage perspectives influence how new products are perceived and adopted, providing insights into maximizing interest and engagement in sports marketing. Exploiting athlete insights and behavior can help in generating innovative products that resonate with fans, ultimately enhancing marketing efforts around sporting events and products.

Fleury, F. A., & Marques, R. D. (2014). A conceptual framework towards understanding the relationship between a sport organization and its sponsors.

This study emphasizes the importance of relationship marketing between sports organizations and sponsors. It suggests that fostering good relationships involves understanding external and internal factors, aligning values, images, and strategies of both parties, and creating synergies for success. Effective marketing strategies should focus on building and maintaining these relationships, as they are critical to the long-term success of sponsorship initiatives. The framework highlights mutual value creation and strategic alignment as key components for sustainable partnerships in sports marketing.

Ilioni, C. (2020). SPORTS MARKETING-A NECESSITY.

This article describes sports marketing as a vital and evolving field that satisfies the needs and desires of sports consumers through various exchange processes. Ilioni (2020) explains that sports marketing targets spectators as primary audience and aims to promote competition, attract new participants, and enhance engagement through traditional advertising, sponsorship, and modern mechanisms like social media and global exposure. The article underscores the importance of structured marketing strategies, research tools, and organizational frameworks to maximize trust, satisfaction, and the overall effectiveness of sports marketing initiatives.

Sample Paper For Above instruction

Sports marketing has become an essential component of modern sports organizations, driven by global exposure, technological advancements, and the increasing commercialization of sports. As the sports industry continues to grow, marketers face the challenge of engaging fans, building brand loyalty, and developing strategic partnerships that can leverage digital platforms and traditional media. A comprehensive understanding of current literature reveals key strategies and challenges faced in sports marketing, providing valuable insights for practitioners seeking to maximize their marketing effectiveness.

One of the most significant advancements in recent years has been the rise of social media as a primary tool for relationship marketing, especially within American sports teams. Abeza et al. (2019) highlight that social media enables direct engagement with fans, fostering a sense of closeness and brand humanization. Through platforms like Twitter, Instagram, and Facebook, sports teams can communicate ongoing updates, share behind-the-scenes content, and cultivate a loyal community. These interactions help fans feel connected and involved, which enhances brand perception and loyalty. Moreover, social media facilitates convergence of fan bases, creating an online space where diverse supporters can interact and share their passion for the sport or team. This convergence enhances content delivery and customer service, vital for maintaining ongoing relationships (Abeza et al., 2019).

Despite its many advantages, social media sports marketing presents challenges, including managing evolving technologies and data control issues. Marketers must stay ahead of platform changes and ensure that messaging remains authentic while dealing with the complexity of data analytics. There is also the concern of overutilization, which can overwhelm fans and create operational burdens for management. Furthermore, the issue of data privacy and control becomes prominent, especially as actionable insights depend on user data, which is often fragmented or unstructured (Abeza et al., 2019). Addressing these challenges requires strategic planning and technological adaptation to maximize the benefits of social media in sports marketing.

In addition to digital engagement, the delivery of quality services at sports facilities significantly influences athlete satisfaction, which in turn impacts game attendance and support. Güneş & Duyan (2020) demonstrate that service quality—encompassing facilities, staff behavior, and overall environment—has a direct effect on athletes’ satisfaction levels. Their research indicates that athletes tend to be more satisfied when the quality of services aligns with their expectations, and that factors like age negatively influence satisfaction, whereas longer participation periods positively affect it. These findings suggest that improving service quality in public sports facilities can enhance athlete experiences, leading to increased loyalty and advocacy (Güneş & Duyan, 2020). Clearly, service quality is a pivotal element in the broader sports marketing ecosystem, which seeks to promote engagement at the individual level.

Building upon the importance of engagement, Popp and Woratschek (2016) introduce the concept of branded communities as a strategic tool to forge stronger brand relationships through social media. Unlike traditional brand communities that are directly linked to a specific product or service, branded communities are interest-based and may not have a direct association with a brand but still serve as effective platforms for indirect marketing. These communities facilitate high-quality interactions and foster loyalty as members develop a sense of belonging around shared interests, which can subsequently translate into brand loyalty. Sports organizations and brands can facilitate or sponsor these interest communities, effectively integrating marketing efforts into organic social interactions (Popp & Woratschek, 2016). The strategy allows brands to generate value, increase visibility, and deepen fan engagement beyond conventional advertising.

The importance of understanding the key elements of sports marketing activities was emphasized by da Silva & Las Casas (2020), who outlined frameworks for managing sports events effectively. They highlight the need to adopt comprehensive marketing mixes, including the traditional 4 Ps—product, price, place, and promotion—and extend to 9 Ps, which incorporate people, process, physical evidence, performance, and activities. These elements guide the strategic planning process, ensuring that marketing activities align with organizational goals and supporter motivations. The supporter's behavior and motivation are central to designing tailored marketing initiatives, whether through promotional campaigns or event organization. Recognizing sports as entertainment also provides a framework for designing schemes that attract funding and stakeholder support (da Silva & Las Casas, 2020).

Innovation in product development, especially from athlete perspectives, further enhances sports marketing strategies. Fujak et al. (2023) explore how professional athletes respond to new product development in sports, emphasizing that consumer-driven demand—particularly entertainment—shapes athlete behavior and product acceptance. Athletes often internalize fan preferences and use their self-presentation to influence product perception, making athlete endorsement a powerful marketing tool. Their backstage perspectives can provide insights that spur innovation and tailor products to consumer interests, thereby maximizing engagement during sports competitions (Fujak et al., 2023).

Establishing strong relationships with sponsors is vital for sports organizations’ success. Fleury & Marques (2014) propose a framework emphasizing relationship marketing through strategic alignment, mutual value creation, and understanding the external and internal factors influencing partnerships. Good sponsor relationships are characterized by shared values, cohesive branding strategies, and effective communication, which collectively ensure sustainability and long-term benefits for both parties. Achieving these relationships involves continuous relationship management efforts aimed at fostering brand synergy and supporting organizational goals (Fleury & Marques, 2014).

Finally, Ilioni (2020) advocates for the recognition of sports marketing as an indispensable and evolving field. The act of promoting sports relies heavily on understanding supporter needs, leveraging traditional and digital marketing channels, and continuously innovating to attract and retain audiences. The inclusion of social media and global exposure has elevated sports marketing, offering opportunities for targeted engagement and increased visibility. Efficient organizational structures, research tools, and strategic planning are necessary to adapt to the dynamic nature of sports consumption, ensuring the ongoing success of marketing efforts in the sports industry (Ilioni, 2020).

Overall, the current literature underscores that effective sports marketing demands a multifaceted approach combining digital engagement, service quality, strategic community building, innovation, relationship management, and continuous adaptation to technological changes. For sports marketers, understanding these components is essential to building robust relationships with fans, athletes, sponsors, and stakeholders, ultimately driving success in the competitive sports industry.

References

• Abeza, G., O’Reilly, N., & Seguin, B. (2019). Social media in relationship marketing: The perspective of professional sport managers in the MLB, NBA, NFL, and NHL. Communication & Sport, 0(0), 80-109.
• Güneş, İ., & Duyan, M. (2020). The effect of service quality on athlete satisfaction: Empirical results from sports facilities of public organizations. European Journal of Management and Marketing Studies, 0(0), 0-0.
• Popp, B., & Woratschek, H. (2016). Introducing branded communities in sport for building strong brand relations in social media. Sport Management Review, 0(0), 0-0.
• da Silva, E. C., & Las Casas, A. L. (2020). Key elements of sports marketing activities for sports events. International Journal of Business Administration, 11(1), 11-21. https://doi.org/10.5430/ijba.v11n1p11
• Fujak, H., Ewing, M. T., Newton, J., & Altschwager, T. (2023). Professional athlete responses to new product development: A dialectic. European sport management quarterly, 0(0), 0-0.
• Fleury, F. A., & Marques, R. D. (2014). A conceptual framework towards understanding the relationship between a sport organization and its sponsors. Revista Ciências Administrativas, 0(0), 0-0.
• Ilioni, C. (2020). Sports marketing-a necessity. Annals of the University of Petrosani. Economics, 0(0), 63-70.
• [Additional references exploring sports marketing strategies, social media, athlete branding, sponsorship relationships, and service quality in sports]