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dc.contributor.advisorFunk, Daniel C. (Daniel Carl), 1964-
dc.creatorKennedy, Heather
dc.date.accessioned2021-01-18T20:18:50Z
dc.date.available2021-01-18T20:18:50Z
dc.date.issued2020
dc.identifier.urihttp://hdl.handle.net/20.500.12613/4754
dc.description.abstractThe evolving nature of the sport industry coupled with continually advancing technologies make it increasingly important to research and understand digital marketing and communication. This dissertation includes three essays that investigate digital marketing in the sport industry by considering the sport organization, context, and user as well as their interactions. Essay One critically examines the current use of Uses and Gratifications (U&G) Theory by examining what consumers do with sport social media. Findings from a qualitative analysis result in a proposed augmentation to U&G Theory to reflect that not all social media consumption is purposeful in nature, while also identifying a core set of motivations driving social media use. Essay Two identifies determinants of social media engagement using data mining techniques to unearth insights that can be leveraged by organizations to optimize marketing and communication strategies. Results inform the development of an updated Sport Experience Design (SX) framework to capture the complex and dynamic nature of sport consumption contexts. Finally, Essay Three examines advertising in multi-screen environments when the advertisement (ad) appears on the second screen, specifically considering the impact of timing on ad memory due to limited cognitive processing capabilities of consumers. Collectively, this research contributes to a deeper understanding of digital marketing and communication in sport management. This research lays a foundation for a stream of future work that will consider the intersection of information systems, consumer behaviour, marketing, and sports management, specifically, digital marketing and exploring the optimization and usage of mediated tools and techniques by organizations.
dc.format.extent151 pages
dc.language.isoeng
dc.publisherTemple University. Libraries
dc.relation.ispartofTheses and Dissertations
dc.rightsIN COPYRIGHT- This Rights Statement can be used for an Item that is in copyright. Using this statement implies that the organization making this Item available has determined that the Item is in copyright and either is the rights-holder, has obtained permission from the rights-holder(s) to make their Work(s) available, or makes the Item available under an exception or limitation to copyright (including Fair Use) that entitles it to make the Item available.
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/
dc.subjectSports management
dc.titleTHREE ESSAYS ON UNDERSTANDING AND OPTIMIZING DIGITAL MARKETING AND COMMUNICATION
dc.typeText
dc.type.genreThesis/Dissertation
dc.contributor.committeememberKunkel, Thilo
dc.contributor.committeememberWattal, Sunil
dc.contributor.committeememberJung, Jaehwuen
dc.description.departmentTourism and Sport
dc.relation.doihttp://dx.doi.org/10.34944/dspace/4736
dc.ada.noteFor Americans with Disabilities Act (ADA) accommodation, including help with reading this content, please contact scholarshare@temple.edu
dc.description.degreeD.B.A.
dc.identifier.proqst14262
dc.date.updated2021-01-14T17:05:02Z
refterms.dateFOA2021-01-18T20:18:51Z
dc.identifier.filenameKennedy_temple_0225E_14262.pdf


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