• Login
    View Item 
    •   Home
    • Marketing
    • Faculty Research and Publications
    • Articles
    • View Item
    •   Home
    • Marketing
    • Faculty Research and Publications
    • Articles
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

    All of Effat University RepositoryCommunitiesPublication DateAuthorsTitlesSubjectsPublisherJournalTypeDepartmentThis CollectionPublication DateAuthorsTitlesSubjectsPublisherJournalTypeDepartmentProfilesView

    My Account

    Login

    Statistics

    Display statistics

    Impact of Facebook marketing on Lebanese athletes' decision-making process

    • CSV
    • RefMan
    • EndNote
    • BibTex
    • RefWorks
    Author
    Daou, Lindos cc
    Subject
    Facebook, decision-making process, social media, Lebanon, brand ambassadors, exposure, interaction, sports management, marketing, sports, athletes, brand image
    Date
    2018-06-02
    
    Metadata
    Show full item record
    Abstract
    This article tackles the impact of Facebook marketing on the Lebanese sports community. It explores the different components of social media marketing tools while stressing on Facebook as a mean of influencing athletes' decision-making process. Hypotheses were generated to analyse the relationships between the following three factors of Facebook marketing: athlete Facebook interaction, daily exposure, and ads including brand ambassadors and the consumers' decision-making process. Our study was carried out on a sample of 385 athletes affiliated to sports clubs, NGO's, sports associations, sports communities and sports brand ambassadors. The results of the empirical study revealed a positive relationship between Facebook marketing and the decision-making process of the Lebanese sports society. Furthermore, it stressed on the importance of Facebook interaction as it deemed to be a catalyst to brand's image, and has an indirect impact on sales. Ads including sports brand ambassadors were shown to play an important role as well as in enhancing brand's sales.
    Department
    Marketing
    Publisher
    Inderscience
    Journal title
    International Journal of Sport Management and Marketing
    DOI
    10.1504/IJSMM.2018.094346
    ae974a485f413a2113503eed53cd6c53
    10.1504/IJSMM.2018.094346
    Scopus Count
    Collections
    Articles

    entitlement

     
    DSpace software (copyright © 2002 - 2023)  DuraSpace
    Quick Guide | Contact Us
    Open Repository is a service operated by 
    Atmire NV
     

    Export search results

    The export option will allow you to export the current search results of the entered query to a file. Different formats are available for download. To export the items, click on the button corresponding with the preferred download format.

    By default, clicking on the export buttons will result in a download of the allowed maximum amount of items.

    To select a subset of the search results, click "Selective Export" button and make a selection of the items you want to export. The amount of items that can be exported at once is similarly restricted as the full export.

    After making a selection, click one of the export format buttons. The amount of items that will be exported is indicated in the bubble next to export format.