Manuel Poch - Profile on Academia.edu (original) (raw)
Communication professional with love for words, games, digital technologies, sports, knowledge, and humanity.
less
Related Authors
Uploads
Thesis Chapters by Manuel Poch
This study investigates how professional sports organizations are using socialmedia to develop lo... more This study investigates how professional sports organizations are using socialmedia to develop long-term relationships with supporters. Professional sports clubs are important businesses with large communities of followers which present an ideal context to better understand the potential that social media have to help forge strong bonds withfans. This qualitative comparative case study uses relationship marketing as the base theory and semi-structure interviews as the method of data collection. The interviews were performed with key marketing and communication personnel of the St. Louis Rams
(Rams) of the National Football League (NFL) and the LA Galaxy (Galaxy) of Major League Soccer (MLS) in order to gather valuable insight into this phenomenon. The findings indicated that both clubs are using social media to introduce key elements and constructs of relationship marketing, which, in accord with theory, are critically
important to the development of enduring relationships with the fandom. The findings showed as well that the St. Louis Rams and the LA Galaxy utilize social media as a customer service and data collection tool in their attempt to better understand supporters’ needs and preferences to help them deliver a more effective message and forge strong and
lasting relationships with supporters, also known as their fandom.
This study investigates how professional sports organizations are using socialmedia to develop lo... more This study investigates how professional sports organizations are using socialmedia to develop long-term relationships with supporters. Professional sports clubs are important businesses with large communities of followers which present an ideal context to better understand the potential that social media have to help forge strong bonds withfans. This qualitative comparative case study uses relationship marketing as the base theory and semi-structure interviews as the method of data collection. The interviews were performed with key marketing and communication personnel of the St. Louis Rams
(Rams) of the National Football League (NFL) and the LA Galaxy (Galaxy) of Major League Soccer (MLS) in order to gather valuable insight into this phenomenon. The findings indicated that both clubs are using social media to introduce key elements and constructs of relationship marketing, which, in accord with theory, are critically
important to the development of enduring relationships with the fandom. The findings showed as well that the St. Louis Rams and the LA Galaxy utilize social media as a customer service and data collection tool in their attempt to better understand supporters’ needs and preferences to help them deliver a more effective message and forge strong and
lasting relationships with supporters, also known as their fandom.