Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

NBA Social Media Marketing Strategy: From Globe to China

Authors
Zanchao Wang2778731613@qq.com
Hangzhou High School International Division, Hangzhou, Zhejiang province,China
Corresponding Author
Zanchao Wang2778731613@qq.com
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.483How to use a DOI?
Keywords
NBA; Social medias; Sports; Global; Marketing
Abstract

Over the past decade, the emergence of social media has changed the speed and scope of communication and interaction between individuals and organizations across the globe [9]. The significant growth of social media has also spurred changes in the market. Businesses are paying more and more attention to their official media which plays an important role in their development. Thus, it is necessary to research what social media strategies are used by companies. In this paper, NBA was taken as an example of business alliance to figure out how business uses diverse strategies in social media. The passage focuses on two different scales: Globe and China. This paper analyzes the various strategies that NBA used from these two different scales. It is concluded that from the globe scale, NBA chooses international media and uses a common way to make commercial value. To China, NBA adjusted its strategies to better suit China’s unique media characteristics. Meanwhile, to meet the needs of Chinese audience, NBA even develops Chinese local media such as “Chinapacers”. It can be concluded that basically all of the strategies use d by NBA can be helpful in different markets. Those strategies are not only suit for sports associations like NBA but can also be used in normal business activities.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.483How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Zanchao Wang
PY  - 2021
DA  - 2021/12/15
TI  - NBA Social Media Marketing Strategy: From Globe to China
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2972
EP  - 2976
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.483
DO  - 10.2991/assehr.k.211209.483
ID  - Wang2021
ER  -