Social Media as a Relationship Marketing Tool in Professional Sport: A Netnographical Exploration

This study, guided by the relationship marketing theoretical framework, adopted an observational netnography method to investigate professional sport teams’ use of Twitter as a relationship marketing tool. Specifically, the study focused on the three core components of the theoretical framework of relationship marketing: communication, interaction, and value. The observational netnography is based on data gathered from the official Twitter account of 20 professional sport teams in the four major North American leagues over a seven-month period. Results outline seven emergent communication types, six interaction practices, and ten values (co)created by the teams or/and fans. Theoretical and practical implications, as well as impetus for future research, are identified.