Author(s): Nguyen Hoang Minh Thuan and Huynh Tri Thinh

Abstract:
The purpose of this study was to examine the use of Facebook by members in the T_T Badminton Team page as a brand-management tool in the badminton clubs. The current research involved a content analysis of the branding, marketing, and management strategies provided on the page in the three main places such as Labor Cultural Hall, Ky Hoa Sports Club and Le Hong Phong High school Sports Club in Ho Chi Minh city. The data analysis was conducted with SPSS version 19 using descriptive statistical analysis. Frequencies and percentages were reported for all categories. The findings from this study revealed multiple approaches to evaluating communication, branding, and marketing-management techniques through social media. Facebook users experience the content posted on the page T_T Badminton Team in real time. The practical applications of the findings illustrate the impact social-media content can potentially have on sport consumer behavior and their potential to manage brand presence and identity through Facebook.

Pages: 498-500  |  1390 Views  63 Downloads

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