Queen Margaret University logo
    • Login
    View Item 
    •   QMU Repositories
    • eTheses
    • Undergraduate
    • BA (Hons) Events Management
    • View Item
    •   QMU Repositories
    • eTheses
    • Undergraduate
    • BA (Hons) Events Management
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    An exploratory comparative study into the effectiveness of social media as a marketing tool for ice hockey games in the United States and the United Kingdom.

    View/Open
    2508.pdf (2.862Mb)
    Date
    2016
    Metadata
    Show full item record
    Citation
    (2016) An exploratory comparative study into the effectiveness of social media as a marketing tool for ice hockey games in the United States and the United Kingdom., no. 102.
    Abstract
    This dissertation will explore the effectiveness of social media as a marketing tool within the ice hockey industry in the United States and United Kingdom. There has been very little research done into this topic as ice hockey is still a growing and emerging sport within the United Kingdom while being a more established sport in the United States. There is an abundance of literature on sport event marketing in general but the literature on ice hockey especially that based within the United Kingdom is scarce. The National Hockey League and that which is based within the United States is much better represented in academic literature. Social media is an ever changing form of marketing for any description of event although reoccurring sporting events tend to utilise it more effectively that one off events as they have the time to build up a following year on year. In order to be able to generate a new theory on the effectiveness of social media as a marketing tool for ice hockey games within the United Kingdom market a mixed methods approach was used to enable both the perspective of the organisations who are marketing themselves and their teams and the spectators who are being marketed at. The results revealed that social media is an effective marketing tool for ice hockey games within the United States and the United Kingdom providing that the time and effort is spent on it and that the organisations are able to keep their fans engaged.
    URI
    https://eresearch.qmu.ac.uk/handle/20.500.12289/8082
    Collections
    • BA (Hons) Events Management

    Queen Margaret University: Research Repositories
    Accessibility Statement | Repository Policies | Contact Us | Send Feedback | HTML Sitemap

     

    Browse

    All QMU RepositoriesCommunities & CollectionsBy YearBy PersonBy TitleBy QMU AuthorBy Research CentreThis CollectionBy YearBy PersonBy TitleBy QMU AuthorBy Research Centre

    My Account

    LoginRegister

    Queen Margaret University: Research Repositories
    Accessibility Statement | Repository Policies | Contact Us | Send Feedback | HTML Sitemap