Improving Sports Marketing Through Social Media Platforms
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Abstract
This study aims to study the impact of current mainstream social media on sports marketing of Nike products. Data were collected through a questionnaire survey, and the research respondents were student users of social media at a city university. Using simple random sampling, a total of 214 valid data were recovered, based on an overall sample size of 500 people. This study first identified three major social media platforms that influence sports marketing through a literature review: Facebook, Twitter, and Instagram. The findings have practical implications for the sports industry in Malaysia. This research helps sports brands gain insights into the use of marketing tools on social media, the extent of their use in social media and its impact on sports marketing. This study examines the correlation between Facebook, Instagram, Twitter and sports marketing respectively. There is a very strong positive correlation between Facebook and sports marketing, a moderate positive correlation between Instagram and sports marketing, and a strong positive correlation between Twitter and sports marketing. It can be seen that Facebook and Twitter are more closely related to sports marketing than other social media tools. In addition, this study applied a regression model to examine the impact of Facebook, Instagram, and Twitter on sports marketing. The conclusion shows that Facebook and Twitter have a greater impact on sports marketing than other social media tools.
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