Topouchian Henry (2023) The Digitalisation of Marketing Techniques In Major League Soccer. Külkereskedelmi Kar.
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Absztrakt (kivonat)
Major League Soccer (MLS) as a brand and its teams have been present in the shift of marketing techniques which have been revolutionised as a result of advancement in technological areas. The following thesis study concludes multiple analysis proving whether marketing experts in the field of soccer exploit to the maximal extent of the possibilities within the digital realm. The social and financial impact of the established and emerging marketing techniques on MLS teams have been presented and clarified through a thorough analysis. To come to an understanding whether the maximal potential is being utilized by MLS we will compare it with other examples of these techniques utilized in other sports, for example, NBA (National Basketball Association) and EPL (English Premier League) thus giving us clearer picture whether the MLS is using these technologies to the maximal potential.Within the research, the correlation between the financial status and social media engagement of MLS teams have been obtained to see whether emerging marketing techniques have impacts on MLS teams’ or the league’s finances. Moreover, the effects of both marketing methods were examined, and an analysis was carried out through analysing streaming/broadcasting services in order to prove whether the transfer of TV over to newer technologies is efficient. Additionally, an analysis about social media influencers has been carried out to demonstrate whether influencer advertising effects the league or a team’s social outreach and accordingly its finances, and to what extent. To give a better picture, these areas were not only searched for the MLS but other leagues worldwide and the utilisation was compared and contrasted to that of the MLS therefore providing a counter argument to the utilization.Through the research, multiple responses have been formed stating that MLS marketing experts are not yet maximizing their possibilities within digital technologies to increase profit/outreach. The main findings established are that an increase in income and outreach could be seen when utilising modern technologies which is a positive response to the potential utilisation. However, the NBA was found to be arranging their financial plans in a more efficient way as they provide more options of interactions with fans. Furthermore, the premier league when compared to the MLS, is found to be a more successful league and therefore can generate a significant income from emerging marketing techniques such as social media and thus has a better utilisation of the modern techniques than the MLS. Finally, social media advertising through prominent influencers of all sorts have an enormous impact on MLS teams and the league itself as these influencers in most cases maintain a much larger social media index than the team itself. This technique is unique to the MLS.
Intézmény
Budapesti Gazdasági Egyetem
Kar
Tanszék
Kommunikáció Tanszék
Tudományterület/tudományág
NEM RÉSZLETEZETT
Szak
| Mű típusa: | diplomadolgozat (NEM RÉSZLETEZETT) |
|---|---|
| Kulcsszavak: | business marketing, finance, marketing, online marketing, sport |
| SWORD Depositor: | Archive User |
| Felhasználói azonosító szám (ID): | Archive User |
| Rekord készítés dátuma: | 2023. Szep. 07. 14:28 |
| Utolsó módosítás: | 2023. Szep. 07. 14:28 |
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