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P-ISSN: 2394-1685 | E-ISSN: 2394-1693 | CODEN: IJPEJB
Impact Factor (RJIF): 5.38
2017, Vol. 4, Issue 1, Part E
Sports sponsorship as a marketing communication tool: A case study of GLO Communication Company in Nigeria
Author(s): Zakariya Mohammed Nayawo, Adamu Balami and Mohammed Alhaji Mukhtar
Abstract:
This study determined sports sponsorship as a marketing communication tool: a case study of GLO Communication Company in Nigeria. Objectives, research questions and corresponding hypotheses were used for the study. The research design used for the study is a survey research method, while the target population comprise of sixty eight (68) respondents were purposively selected and used as sample for the study.
The instrument used for the study is a questionnaire to obtain relevant information of the respondents. Data collected were analysed using chi-square (x2) to test the hypothesis at 0.05 alpha level of significance using SPSS version 16. Result showed that a significant difference existed in the activities of GLO when compare to other communication companies. It was recommended among others that communication companies (GLO) should focus on sponsorship of other sports.
Pages: 266-268 | 1309 Views 84 Downloads
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How to cite this article:
Zakariya Mohammed Nayawo, Adamu Balami, Mohammed Alhaji Mukhtar. Sports sponsorship as a marketing communication tool: A case study of GLO Communication Company in Nigeria. Int J Phys Educ Sports Health 2017;4(1):266-268.
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