We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Applying Persuasion Theory to Sport Properties' Digital Media.
- Authors
Goss, Benjamin D.; Rothschild, Philip C.; Hutson, Mikaela M.
- Abstract
This paper examines the increasingly critical research and practical topic of digital media strategy for sport properties through a detailed analysis of Cialdini's (2008) six principles of persuasion. Best-practice strategies from the communications and marketing industries are used to support theory from principles, and applied tactics are illustrated using select posts from the University of Southern California (USC) Athletics' official athletics and football Facebook page. Recommendations for future studies and sport property practices based upon both empirical literature and practical industry applications are also offered.
- Subjects
UNIVERSITY of Southern California; DIGITAL media; PERSUASION (Psychology); PRACTICE (Sports); SPORTS; ATHLETICS; COMMUNICATIONS industries
- Publication
Journal of Managerial Issues, 2021, Vol 33, Issue 3, p237
- ISSN
1045-3695
- Publication type
Article