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- W4241750771 abstract "This chapter provides a better understanding of the impact that the Internet and mobile sports marketing are having on a business's ability to achieve customer engagement. To achieve this goal, the case of Real Madrid football team is analyzed, as it is calculated to have over 200 million supporters worldwide. Information about Real Madrid was gathered from September 2012 to March 2013 by repeatedly browsing the team's Website, Facebook, Twitter, Instagram, and apps. Data from interviews of Real Madrid's marketing department published in business press and posts was also compiled. Additionally, a focus group was conducted to discuss the customer engagement of Real Madrid's fans. The findings offer new opportunities to get customer engagement. They also highlight the important role of social media to gain insight about the fans." @default.
- W4241750771 created "2022-05-12" @default.
- W4241750771 creator A5046012743 @default.
- W4241750771 date "2018-02-07" @default.
- W4241750771 modified "2023-09-27" @default.
- W4241750771 title "Getting Brand Commitment Through Internet and Mobile Sports Marketing" @default.
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- W4241750771 doi "https://doi.org/10.4018/978-1-5225-5475-2.ch001" @default.
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