CMN 2101 Chapter Notes - Chapter 3: User-Generated Content, Web 2.0, Relationship Marketing

• School: University of Ottawa
• Department: Communication
• Course: CMN 2101
• Professor: Mark Lowes

Document Summary

Abeza, g. , o"reilly, n. , & reid, i. (2013). Primary research subject matter (empirical): explores opportunities and challenges facing managers in sports organizations using social media in a relationship management strategy. Main problem being investigated: the effect of social media in terms of relationship marketing goals is not yet understood. Purpose: to rationalize these areas of relationship marketing and social media in sport. Three factors driving communication transformations on social media: Social: growing familiarity with the internet/ younger generation. Social media: web 2. 0, group of internet based applications that build on ideological foundations of web 2. 0, allows creation/ exchange of user generated content. Web 2. 0: succeeds original web, goes beyond page, collaborative. Relationship marketing, in this case in sports communication and sport marketing, related to corporate branding. Relationship marketing: retaining customers through the achievement of long-term mutual satisfaction by businesses, their customers and other stakeholders. Objectives of all parties are met by a mutual exchange and fulfillment of promises.