A3 Book section, Chapters in research books
Leveraging Sport Sponsorship with Digital Marketing Communication : A Conceptual Model (2023)


Päkk, R., & Karjaluoto, H. (2023). Leveraging Sport Sponsorship with Digital Marketing Communication : A Conceptual Model. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 111-123). Routledge. https://doi.org/10.4324/9781003177791-11


JYU authors or editors


Publication details

All authors or editorsPäkk, Robert; Karjaluoto, Heikki

Parent publicationSocial Media for Progressive Public Relations

Parent publication editorsNiininen, Outi

ISBN978-1-032-01233-9

eISBN978-1-003-17779-1

Publication year2023

Publication date23/09/2022

Pages range111-123

Number of pages in the book270

PublisherRoutledge

Place of PublicationLondon

Publication countryUnited Kingdom

Publication languageEnglish

DOIhttps://doi.org/10.4324/9781003177791-11

Publication open accessNot open

Publication channel open accessChannel is not openly available

Publication is parallel published (JYX)https://jyx.jyu.fi/handle/123456789/86007


Abstract

Despite the demonstrated importance of social media platforms in leveraging the effects of sport sponsorship, surprisingly few studies have investigated this issue. The current study aims to broaden the knowledge of how major corporations could apply their marketing strategies related to sport sponsorship and utilise social media and digital channels for leveraging activities to meet their corporate goals through sponsorship-related digital marketing and public relations (PR) communication. This conceptual paper will contribute to the understanding of how sport sponsorship could be leveraged in social media and discuss key factors for creating a desirable leveraging effect. The main outcome of this study is a conceptual model showing how digital channels and marketing strategies could be aligned via social media’s (e.g. Instagram) utilisation in sport sponsorship. The chapter concludes with managerial advice and future research ideas.


Keywordssponsorshipsportsenterprisescommunicationsocial mediamarketingmarketing communicationadvertisingstrategiestaking advantage


Contributing organizations


Ministry reportingYes

Reporting Year2023

JUFO rating3


Last updated on 2024-15-05 at 13:03