Sponsorship activation through social media: the case of the Norwegian Ski Federation Cross-Country in the context of FIS Nordic World Ski Championship in Falun 2015
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Social media opens new opportunities for sponsors to activate their sponsorship and reach out to their target market. This study used a netnographic case study approach to study the Norwegian Ski Federation Cross-Country’s sponsors’ and ambushers’ activity on Twitter and Facebook during the FIS Nordic World Ski Championship in Falun 2015. In addition, the role of the NSFCC and their athletes. Lastly, how consumers perceived their activity. The research methods used were content analysis and a student survey (n = 292). The content analysis consisted of 1155 tweets, 114 retweets, and 487 posts from sponsors, ambushers, athletes, NSFCC, and consumers. The results showed that sponsors had different activation strategies, but the tactics promotion and athlete encouragement stood out. The ambushers differed from the sponsors in terms of how they tried to reach the target market and create an association to the NSFCC. The posts with strong associations to past heavily debated situations generated the most brand awareness. Posts and tweets that contained the sponsorship property cues gave the strongest associations to be from a sponsor of the NSFCC. This study provide insight for practitioners on how consumers respond on different activation strategies on social media and suggestion for future research.
Masteroppgave - Norges idrettshøgskole, 2016