NBA Social Media Marketing Strategy: From Globe to China
- 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.
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 -