Postgraduate Dissertation


The Role of Perception of Millennials in Sports Co-Branding Promoted via Social Media and Their Subsequent Behavior

Abstract

Social media platforms seem to have existed forever for millennials, who have grown surrounded by technological tools that affect their quotidian life in many ways. Truth be told, social media may not have been here forever, however it has become ubiquitous in recent years, impacting the lives of millennials across the world. Its ubiquity can be attributed to the metamorphosis it underwent from being a mere website to being an all-powerful platform that does it all, from interactions with friends to interactions with brands. Sports brands have been trying to get the most out of social media by trying to establish relationships with a myriad of potential customers. Yet while many social media users follow content provided by sports brands it is still undecided what leads them to engage in different levels. This suggested study investigates the role of perception of millennials in sports co-branding promoted via social media platforms while the focus is on their subsequent behavior. The proposed study further examines to what extent to which 18-34 year old users of social media interact with sports co-brands and what the reasons are leading them to differentiate between different behavior such as liking, following, commenting, sharing and recommending sports co-products via social media platforms. The study includes a mixed approach to data collection. Initially suitable themes relating co-branding, social media advertising and millennials are reviewed. Secondly, literature is reviewed and used to generate necessary questions for a primary study which includes interviews with 18-34 year old social media users. Afterwards, data stemming from interviews is written and compared to the main themes relating to it in the literature review which leads to a discussion and analysis of all data gathered from both data collection methods. In the next stage, the analysis of research findings contributes to the attainment of research objectives. Last but not least, a conclusion for study is drawn and it is followed up by suggestions for further research in this area.


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Authors

Shalel, Raz

Oxford Brookes departments

Business

Degree programme

MSc Marketing

Year

2016


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