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dc.contributor.authorDaou, Lindos
dc.date.accessioned2023-03-07T07:33:23Z
dc.date.available2023-03-07T07:33:23Z
dc.date.issued2018-06-02
dc.identifier.doi10.1504/IJSMM.2018.094346en_US
dc.identifier.urihttp://hdl.handle.net/20.500.14131/511
dc.description.abstractThis 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.en_US
dc.publisherInderscienceen_US
dc.subjectFacebook, decision-making process, social media, Lebanon, brand ambassadors, exposure, interaction, sports management, marketing, sports, athletes, brand imageen_US
dc.titleImpact of Facebook marketing on Lebanese athletes' decision-making processen_US
dc.source.journalInternational Journal of Sport Management and Marketingen_US
dc.source.volume18en_US
dc.source.issue5en_US
dc.contributor.researcherCollege Collaborationen_US
dc.subject.KSABUS , MGT & ACCTen_US
dc.source.indexScopusen_US
dc.contributor.departmentMarketingen_US
dc.contributor.firstauthorDaou, Lindos


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