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Getting brand commitment through internet and mobile sports marketing: an insight on Real Madrid football team

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dc.contributor.author Baena Graciá, Verónica spa
dc.contributor.editor Dos Santos, Manuel Alonso spa
dc.date.accessioned 2014-03-18T10:10:18Z
dc.date.available 2014-03-18T10:10:18Z
dc.date.issued 2014 spa
dc.identifier.citation Baena-Graciá, V. (2014). Getting brand commitment through internet and mobile sports marketing: an insight on Real Madrid football team. In M. A. Dos-Santos, Strategies in sports marketing: technologies and emerging trends (pp. 203-218). Pennsylvania: IGI Global. spa
dc.identifier.isbn 9781466659940 spa
dc.identifier.uri http://hdl.handle.net/11268/2291
dc.description.abstract This chapter provides a better understanding of the impact that the Internet and mobile sports marketing are having on a business's ability to achieve customer engagement. To achieve this goal, the case of Real Madrid football team is analyzed, as it is calculated to have over 200 million supporters worldwide. Information about Real Madrid was gathered from September 2012 to March 2013 by repeatedly browsing the team's Website, Facebook, Twitter, Instagram, and apps. Data from interviews of Real Madrid's marketing department published in business press and posts was also compiled. Additionally, a focus group was conducted to discuss the customer engagement of Real Madrid's fans. The findings offer new opportunities to get customer engagement. They also highlight the important role of social media to gain insight about the fans. spa
dc.language.iso eng spa
dc.title Getting brand commitment through internet and mobile sports marketing: an insight on Real Madrid football team spa
dc.type bookPart spa
dc.description.impact No data (2014) spa
dc.identifier.doi 10.4018/978-1-4666-5994-0.ch013 spa
dc.rights.accessRights openAccess en
dc.subject.unesco Marketing spa
dc.subject.unesco Publicidad spa
dc.subject.unesco Deporte spa
dc.description.filiation UEM spa
dc.peerreviewed Si spa


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