The Best Play in NCAA Division II Sports is the Social Media Pivot

Document Type

Article

Publication Date

2017

Department

School of Business

Abstract

Sport events provide significant benefits to universities in the form of increased prestige and revenues (Toma & Cross, 1998). However, Division II universities face greater challenges in marketing sports events than Division I schools. Social media may be the tool for overcoming the difficulties of Division II universities face in sports marketing. This qualitative paper investigates and identifies and how social media might be used by Division II universities to attract, engage and excite fans towards greater ticket and merchandise purchases. More specifically, three types of sport spectators (temporary, devoted and fanatical fans) are identified and recommendations for how social media can be used as an effective marketing tool are discussed.

First Page

41

Last Page

47

Volume

1

Issue

1

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