Social Media and Relationship Marketing in Sport

Abstract

After studying this chapter, you will be able to:Define the concept of relationship marketingDescribe relationship marketing as a business approachExplain the application of relationship marketing in sportDescribe the intersection between social media and relationship marketing in sportIdentify the three core components of relationship marketingIdentify the benefits of social media in building relationships with customersApply the principles of relationship marketing to social media content creationCreate a plan for addressing contemporary issues using social media to build relationships