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'''NBA Globalization'''


[[File:London NBA 2008.jpg|thumb|London NBA 2008]]
<br />[[File:London NBA 2008.jpg|thumb|London NBA 2008]]

⚫
[[National Basketball Association]] (NBA) is one of the rapidly growing sports league in the United States<ref name=Kareem>{{cite news|last1=Abdul-Jabbar|first1=Kareem|title=The NBA, and not the NFL, is the league of America's future|url=https://www.theguardian.com/sport/2017/dec/12/nba-surpassed-nfl-league-of-americas-future-kareem-abdul-jabbar|accessdate=15 March 2018|publisher=The Guardian|date=12 Dec 2017}}</ref>. In 2017, the NBA TV ratings has grown by 32% <ref name=Kareem/>, the championship series had 20.4 million total viewers with an additional 434,000 digital streaming viewers in 215 countries and territories in 49 languages<ref>{{cite news|last1=Wang|first1=Kevin|title=The 2017 Finals showcased the NBA's international reach|url=http://www.espn.com/nba/story/_/id/19652006/2017-nba-finals-showcased-league-international-reach|accessdate=15 March 2018|publisher=ESPN|date=16 June 2017}}</ref>. The growth of NBA viewership is related to their path to globalization and their [[digital marketing]] campaigns, which has allowed NBA to expand their [[brand awareness]] and sponsorship deals<ref>{{cite web|last1=Hobbs|first1=Thomas|title=How the NBA is using digital and celebrity fans to increase its brand appeal in the UK|url=https://www.marketingweek.com/2016/01/22/how-the-nba-is-using-digital-and-celebrity-fans-to-increase-its-brand-appeal-in-the-uk/|website=Marketing Week|accessdate=15 March 2018}}</ref>. The NBA started their globalization strategy by holding international exhibition games between NBA teams and international teams in different countries, also inviting over 110 international players to join this sport league<ref>{{cite web|last1=Hitchcock|first1=Andrew|title=The Globalization of the NBA|url=http://daily.unitedlanguagegroup.com/stories/editorials/globalization-nba|website=United Language Group|accessdate=15 March 2018}}</ref>.


⚫
The [[National Basketball Association]] (NBA) is one of the fastest growing sports leagues in the United States.<ref name=Kareem>{{cite news|last1=Abdul-Jabbar|first1=Kareem|title=The NBA, and not the NFL, is the league of America's future|url=https://www.theguardian.com/sport/2017/dec/12/nba-surpassed-nfl-league-of-americas-future-kareem-abdul-jabbar|accessdate=15 March 2018|work=The Guardian|date=12 Dec 2017}}</ref> In 2017, NBA broadcast game ratings had increased by 32% since the previous season,<ref>{{Cite web|url=https://nba.nbcsports.com/2017/12/04/nba-national-broadcast-game-ratings-up-32-this-season/|title=NBA national broadcast game ratings up 32% this season|last=Helin|first=Kurt|date=2017-12-05|website=ProBasketballTalk|language=en|access-date=2018-12-19}}</ref> the [[2017 NBA Finals]] had 20.4 million total viewers with an additional 434,000 digital streaming viewers in 215 countries and territories, in 49 languages.<ref>{{cite news|last1=Wang|first1=Kevin|title=The 2017 Finals showcased the NBA's international reach|url=http://www.espn.com/nba/story/_/id/19652006/2017-nba-finals-showcased-league-international-reach|accessdate=15 March 2018|publisher=ESPN|date=16 June 2017}}</ref> The growth of NBA viewership is related to its path to globalization and their [[digital marketing]] campaigns, which has allowed the NBA to expand their [[brand awareness]] and sponsorship deals across borders.<ref>{{cite web|last1=Hobbs|first1=Thomas|title=How the NBA is using digital and celebrity fans to increase its brand appeal in the UK|url=https://www.marketingweek.com/2016/01/22/how-the-nba-is-using-digital-and-celebrity-fans-to-increase-its-brand-appeal-in-the-uk/|website=Marketing Week|date=22 January 2016 |accessdate=15 March 2018}}</ref> The NBA started its globalization strategy by holding international exhibition games between NBA teams and international teams in different countries, as well as inviting over 110 international players to join the league.<ref>{{cite web|last1=Hitchcock|first1=Andrew|title=The Globalization of the NBA|url=http://daily.unitedlanguagegroup.com/stories/editorials/globalization-nba|website=United Language Group|accessdate=15 March 2018}}</ref>


==NBA Digital Marketing==
==NBA Digital Marketing==
===NBA social media===
===NBA Social Media===
Online Social Networks (OSNs) which provide high quality information can offer users a better understanding of the brand, and feel support from other users.<ref>{{cite journal|last1=Watts|first1=S A.|last2=Zhang|first2=W.|title=Capitalizing on content: Information adoption in two online communities|journal=Journal of the Association for Information Systems|date=2008|volume=9|issue=2|page=73-94|accessdate=15 March 2018}}</ref> NBA is powerful in digital presence, with a huge number of followers among different social media channels including [[Facebook]], [[Twitter]], [[Instagram]], [[YouTube]], [[Snapchat]] and [[Reddit]], etc.<ref>{{cite web|last1=Peebles|first1=Maurice|title=It's Good! How the NBA Is Winning at Social Media|url=http://www.complex.com/sports/2015/04/nba-social-media|website=Complex|accessdate=15 March 2018}}</ref> The contents on these Online Social Networks (OSNs) are all-round; Facebook users are able to ask NBA players questions through the Live Video platform, Twitter offered in game video highlights when users click the hashtag #NBARapidReplay,<ref>{{cite web|last1=Leung|first1=Stuart|title=How the NBA Excelled at Digital Marketing During the NBA Finals|url=https://www.salesforce.com/blog/2014/06/nba-online-marketing.html|website=Salesforce|accessdate=15 March 2018}}</ref> and the number of Facebook fans or Twitter followers of the NBA is still growing.<ref>{{cite web|last1=Statista|title=Number of Facebook fans/twitter followers of the NBA from 2012 to 2017 (in millions)|url=https://www.statista.com/statistics/322941/facebook-fans-twitter-followers-of-nba/|website=Statista|accessdate=15 March 2018}}</ref> With high-quality information, the audience can receive and retain updates on every basketball game, enticing consumers to keep a watchful eye on future matches.<ref name=Bola>{{cite web|last1=Awoniyi|first1=Bola|title=How digital has transformed the NBA|url=https://econsultancy.com/blog/63799-how-digital-has-transformed-the-nba|website=Econsultancy|accessdate=15 March 2018}}</ref> Also, high information quality benefits users who wish to obtain information related to a service or product.<ref>{{cite journal|last1=Stylianou|first1=A.|last2=Zhao|first2=K.|last3=Zheng|first3=Y.|title=The impacts of information quality and system quality on users’ continuance intention in information-exchange virtual communities: An empirical investigation.|journal=Decision Support Systems|date=2012|volume=56|page=513-524}}</ref> As a result, users are persuaded to buy a league pass to watch every NBA game or visit an NBA store to buy NBA clothing.<ref name=Bola/>
[[Social networking service|Online Social Networks (OSNs)]], which provide high-quality information, can offer users a better understanding of the brand, and provide support among a community of users.<ref>{{cite journal|last1=Watts|first1=S A.|last2=Zhang|first2=W.|title=Capitalizing on content: Information adoption in two online communities|url=https://aisel.aisnet.org/jais/vol9/iss2/3/|journal=Journal of the Association for Information Systems|date=2008|volume=9|issue=2|pages=73–94|doi=10.17705/1jais.00149 |accessdate=15 March 2018|doi-access=free}}</ref> The NBA has a powerful digital presence, with a huge number of followers among different social media channels including [[Facebook]], [[Twitter]], [[Instagram]], [[YouTube]], [[Snapchat]] and [[Reddit]], etc.<ref>{{cite web|last1=Peebles|first1=Maurice|title=It's Good! How the NBA Is Winning at Social Media|url=http://www.complex.com/sports/2015/04/nba-social-media|website=Complex|accessdate=15 March 2018}}</ref> In 2018, Twitter declared that the NBA was the most tweeted-about sports league, above the NFL and MLB.<ref>{{Cite news|url=https://www.washingtonpost.com/news/sports/wp/2018/05/31/nba-twitter-a-sports-bar-that-doesnt-close-where-the-stars-pull-up-a-seat-next-to-you/?noredirect=on|title=NBA Twitter: A sports bar that doesn't close, where the stars pull up a seat next to you|last=Maese|first=Rick|date=May 31, 2018|newspaper=[[The Washington Post]]|archive-url=|archive-date=|access-date=December 19, 2018}}</ref> The content on these social platform are diverse, varied, and engaging; Facebook users are able to ask NBA players questions through the Live Video platform, Twitter offers in-game video highlights when users click the hashtag #NBARapidReplay,<ref>{{cite web|last1=Leung|first1=Stuart|title=How the NBA Excelled at Digital Marketing During the NBA Finals|url=https://www.salesforce.com/blog/2014/06/nba-online-marketing.html|website=Salesforce|accessdate=15 March 2018}}</ref> and the number of Facebook fans and Twitter followers of the NBA is still growing.<ref>{{cite web|last1=Statista|title=Number of Facebook fans/twitter followers of the NBA from 2012 to 2017 (in millions)|url=https://www.statista.com/statistics/322941/facebook-fans-twitter-followers-of-nba/|website=Statista|accessdate=15 March 2018}}</ref> With high-quality information, the audience can receive and retain updates on every basketball game, enticing fans to keep a watchful eye on future games and matchups between their favorite teams.<ref name=Bola>{{cite web|last1=Awoniyi|first1=Bola|title=How digital has transformed the NBA|url=https://econsultancy.com/blog/63799-how-digital-has-transformed-the-nba|website=Econsultancy|date=14 November 2013 |accessdate=15 March 2018}}</ref> High-quality information also benefits users who wish to obtain information related to a service or product.<ref>{{cite journal |last1=Zheng |first1=Y. |last2=Zhao |first2=K. |last3=Stylianou |first3=A. |title=The impacts of information quality and system quality on users' continuance intention in information-exchange virtual communities: An empirical investigation |journal=Decision Support Systems |date=2013 |volume=56 |pages=513–524 |doi=10.1016/j.dss.2012.11.008}}</ref> For example, fans may purchase an NBA League Pass for access to every NBA game on their TV, computer, smartphone, or other Internet-connected device.<ref name=Bola/> NBA fans can also engage in [[E-commerce|E-Commerce]], shopping at the online NBA Store for their favorite player's jersey or team gear.<ref name="Bola" />


{| class="wikitable"
{| class="wikitable"
|+NBA '''''Social Media Audience Size'''''
|+NBA '''''Social Media Audience Size'''''
''(as of December 19, 2018)''
!Social Media Platform
!Social Media Platform
!Followers/Likes
!Followers/Likes
|-
|-
|Facebook
|Facebook
|35 million
|36.8 million
|-
|-
|Instagram
|Instagram
|27.1 million
|33.1 million
|-
|-
|Twitter
|Twitter
|27.4 million
|27.5 million
|-
|-
|}
|}


===Corporate sponsors and partners===
===Corporate Sponsors and Partners===
The motivations and objectives of corporate sponsors and partners include using sport leagues as a versatile medium to reach a wide range of public as well as achieving several business objectives, including enhance awareness, promote sales, build relationship, community relations and support and personal interest<ref>{{cite journal|last1=Meenaghan|first1=T.|title=Evaluating sponsorship effects|journal=Global Sport Sponsorship|date=2005|page=243-264|accessdate=15 March 2018}}</ref>. Moreover, some corporations utilizing corporate sponsors and partners as a marketing tool to explore B2B market<ref>{{cite journal|last1=Crowley|first1=M|title=Prioritising the sponsorship audience|journal=European Journal of Marketing|date=1991|volume=25|issue=11|accessdate=15 March 2018}}</ref>.
The motivations and objectives of corporate sponsors and partners include using sport leagues as a versatile medium to reach a wide range of audiences as well as achieving several business objectives, including enhancing brand awareness, promoting sales, building business relationship, advocating for community relations, and for personal interest.<ref>{{cite book |last1=Meenaghan |first1=T. |editor1-last=Amis |editor1-first=John |editor2-last=Cornwell |editor2-first=Bettina T. |title=Global sport sponsorship |date=2005 |publisher=Berg |location=Oxford |isbn=9781845200817 |pages=243–264 |chapter=Evaluating sponsorship effects}}</ref> Some businesses also engage with corporate sponsors and partners as a marketing tool to explore the B2B market.<ref>{{cite journal |last1=Crowley |first1=Martin G. |title=Prioritising the Sponsorship Audience |journal=European Journal of Marketing |date=November 1991 |volume=25 |issue=11 |pages=11–21 |doi=10.1108/EUM0000000000628}}</ref>


In 2013, NBA started their high-profile marketing campaigns with different corporate sponsors and partners, NBA signed with four big movie studios - Warner Bros., Universal, Sony and Disney to produce co-promotional spots advertising, and the NBA’s audience is match with these studios’ target audience<ref name=Alicia>{{cite web|last1=Jessop|first1=Alicia|title=The NBA's Extensive Digital Following Creates Unique Marketing Opportunities For The Finals|url=https://www.forbes.com/sites/aliciajessop/2013/06/06/the-nbas-extensive-digital-following-creates-unique-marketing-opportunities-for-the-finals/#4a6ad3505211|website=Forbes|accessdate=15 March 2018}}</ref>. Also, with the strong social media presence, NBA’s partner like Sprint and Taco Bell, their brands are appeared in different NBA online video content<ref name=Alicia/>, it function as a reminder to recall the brand name from viewers.
In 2013, NBA started its high-profile marketing campaign with various corporate sponsors and partners; the NBA signed with four major entertainment companies: [[Warner Bros.]], [[Universal Pictures]], [[Sony]] and [[The Walt Disney Company]] to produce co-promotional spots advertising each movie studios' upcoming films during the [[2013 NBA Playoffs]] and [[2013 NBA Finals]].<ref name=Alicia>{{cite web|last1=Jessop|first1=Alicia|title=The NBA's Extensive Digital Following Creates Unique Marketing Opportunities For The Finals|url=https://www.forbes.com/sites/aliciajessop/2013/06/06/the-nbas-extensive-digital-following-creates-unique-marketing-opportunities-for-the-finals/#4a6ad3505211|website=Forbes|accessdate=15 March 2018}}</ref> The NBA has also partnered with brands in other industries, like [[Sprint Corporation|Sprint]] and [[Taco Bell]].<ref name=Alicia/>


Besides, a variety of advertainments are printed on the NBA court or ads board. For example, PepsiCo or Harbin Brewery ([[simplified Chinese]]: 哈尔滨啤酒集团; [[traditional Chinese]]: 哈爾濱啤酒集團) put their brand name or slogan on the court, which draw the attention from audience through TV, online streaming or social media photo<ref>{{cite web|title=从世界杯到NBA，哈尔滨啤酒要打造自己的体育营销生态|url=http://www.jiemian.com/article/456936.html|website=禹唐体育|accessdate=16 March 2018}}</ref>. Another league’s sponsors like [[KIA]] can also build a relationship with NBA or customers as these partners can emphasis that they are the official partner of NBA and become a selling point<ref>{{cite web|last1=Nantais|first1=Drew|title=NBA sponsors see recognition rebounds|url=https://www.sportsbusinessdaily.com/Journal/Issues/2016/06/27/Research-and-Ratings/NBA-Sponsor-Loyalty.aspx|website=SportsBusiness Journal|accessdate=16 March 2018}}</ref>.
A variety of advertisements are placed inside NBA arenas for visibility during broadcast games and for in-person attendees. For example, [[PepsiCo]] and [[Harbin Brewery]] have placed their respective company logos on the court.<ref>{{cite web|title=从世界杯到NBA，哈尔滨啤酒要打造自己的体育营销生态|url=http://www.jiemian.com/article/456936.html|website=禹唐体育|accessdate=16 March 2018}}</ref>


===Celebrities===
===Celebrities and Influencers===
Celebrities enjoy public recognition and often are perceived to possess some expertise<ref>{{cite journal|last1=Proctor|first1=Tony|last2=Kitchen|first2=Philip|title=Celebrity ambassador/celebrity endorsement – takes a licking but keeps on ticking|journal=Journal of Strategic Marketing|date=2018|page=5|accessdate=16 March 2018}}</ref>. Celebrities actively participate in NBA games, especially when it comes to all-star weekend. NBA invite celebrities from various industries like Justin Bieber (singer), Jerry Ferrara (actor), Brandon Armstrong (social media star) to join the celebrity game<ref>{{cite web|last1=Penrose|first1=Nerisha|title=Jamie Foxx, Common, Nick Cannon & More to Participate in 2018 NBA All-Star Celebrity Game|url=https://www.billboard.com/articles/columns/hip-hop/8098703/nba-celebrity-all-star-game-2018-roster|website=Billboard|accessdate=16 March 2018}}</ref>. With their popularity and charisma, NBA can earn money through TV contracts, licensed products and ticket sales.
Celebrities enjoy public recognition and often are perceived to possess some expertise.<ref>{{cite journal |last1=Proctor |first1=Tony |last2=Kitchen |first2=Philip J. |title=Celebrity ambassador/celebrity endorsement – takes a licking but keeps on ticking |journal=Journal of Strategic Marketing |date=2018 |volume=27 |issue=5 |pages=373–387 |doi=10.1080/0965254X.2018.1430059|s2cid=169430166 }}</ref> Celebrities actively participate in NBA games, especially when it comes to [[NBA All-Star Weekend|All-Star Weekend]]. Every year, the NBA invites celebrities like [[Justin Bieber]], [[Jerry Ferrara]], [[Brandon Armstrong (dancer)|Brandon Armstrong]] to participate in the [[NBA All-Star Celebrity Game]].<ref>{{cite magazine|last1=Penrose|first1=Nerisha|title=Jamie Foxx, Common, Nick Cannon & More to Participate in 2018 NBA All-Star Celebrity Game|url=https://www.billboard.com/articles/columns/hip-hop/8098703/nba-celebrity-all-star-game-2018-roster|magazine=Billboard|accessdate=16 March 2018}}</ref> The NBA leverages the fan bases and online following of these celebrities and influencers to drive its own digital presence.


Apart from this, celebrities are always in attendance to watch NBA games, these opinion leaders cause huge influence on other’s decision making<ref>{{cite journal|last1=Flynn|first1=Leisa|last2=Goldsmith|first2=Ronald|last3=Eastman|first3=Jacqualine|title=Opinion leaders and opinion seekers: two new measurement scales|journal=Journal of the Academy of marketing science.|volume=24|issue=2|page=138-139|accessdate=14 March 2018}}</ref>, their fans may pay attention to NBA because of celebrities. Sometimes, news from NBA can dominate the headlines, for example, David Beckham attended Kobe Bryant’s last game before retirement caused great concern<ref>{{cite web|last1=Walters|first1=Mike|title=David Beckham attends as Kobe Bryant ends legendary NBA career with 60-point game|url=https://www.mirror.co.uk/sport/other-sports/american-sports/david-beckham-attends-kobe-bryant-7753410|website=Mirror|accessdate=15 March 2018}}</ref>.
Celebrities are also frequently spotted attending NBA games.<ref>{{cite journal |last1=Flynn |first1=L. R. |last2=Goldsmith |first2=R. E. |last3=Eastman |first3=J. K. |title=Opinion Leaders and Opinion Seekers: Two New Measurement Scales |journal=Journal of the Academy of Marketing Science |date=1996 |volume=24 |issue=2 |pages=137–147 |doi=10.1177/0092070396242004|s2cid=145349660 }}</ref> A celebrity attending an NBA game can generate a lot of press. For example, [[David Beckham]] received attention for attending [[Kobe Bryant|Kobe Bryant's]] last game.<ref>{{cite web|last1=Walters|first1=Mike|title=David Beckham attends as Kobe Bryant ends legendary NBA career with 60-point game|url=https://www.mirror.co.uk/sport/other-sports/american-sports/david-beckham-attends-kobe-bryant-7753410|website=Mirror|date=14 April 2016 |accessdate=15 March 2018}}</ref>


==External links==
==External links==
* [https://www.facebook.com/nba NBA Facebook page]
* [https://www.nba.com NBA Official website]
* [https://www.instagram.com/nba NBA Instagram page]
* [https://www.nba.com NBA Offical website]


==References==
==References==
<references />
<references />

[[Category:National Basketball Association]]
[[Category:Digital marketing]]

Latest revision as of 05:15, 20 November 2023


London NBA 2008

The National Basketball Association (NBA) is one of the fastest growing sports leagues in the United States.[1] In 2017, NBA broadcast game ratings had increased by 32% since the previous season,[2] the 2017 NBA Finals had 20.4 million total viewers with an additional 434,000 digital streaming viewers in 215 countries and territories, in 49 languages.[3] The growth of NBA viewership is related to its path to globalization and their digital marketing campaigns, which has allowed the NBA to expand their brand awareness and sponsorship deals across borders.[4] The NBA started its globalization strategy by holding international exhibition games between NBA teams and international teams in different countries, as well as inviting over 110 international players to join the league.[5]

NBA Digital Marketing[edit]

NBA Social Media[edit]

Online Social Networks (OSNs), which provide high-quality information, can offer users a better understanding of the brand, and provide support among a community of users.[6] The NBA has a powerful digital presence, with a huge number of followers among different social media channels including Facebook, Twitter, Instagram, YouTube, Snapchat and Reddit, etc.[7] In 2018, Twitter declared that the NBA was the most tweeted-about sports league, above the NFL and MLB.[8] The content on these social platform are diverse, varied, and engaging; Facebook users are able to ask NBA players questions through the Live Video platform, Twitter offers in-game video highlights when users click the hashtag #NBARapidReplay,[9] and the number of Facebook fans and Twitter followers of the NBA is still growing.[10] With high-quality information, the audience can receive and retain updates on every basketball game, enticing fans to keep a watchful eye on future games and matchups between their favorite teams.[11] High-quality information also benefits users who wish to obtain information related to a service or product.[12] For example, fans may purchase an NBA League Pass for access to every NBA game on their TV, computer, smartphone, or other Internet-connected device.[11] NBA fans can also engage in E-Commerce, shopping at the online NBA Store for their favorite player's jersey or team gear.[11]

NBA Social Media Audience Size (as of December 19, 2018)
Social Media Platform Followers/Likes
Facebook 36.8 million
Instagram 33.1 million
Twitter 27.5 million

Corporate Sponsors and Partners[edit]

The motivations and objectives of corporate sponsors and partners include using sport leagues as a versatile medium to reach a wide range of audiences as well as achieving several business objectives, including enhancing brand awareness, promoting sales, building business relationship, advocating for community relations, and for personal interest.[13] Some businesses also engage with corporate sponsors and partners as a marketing tool to explore the B2B market.[14]

In 2013, NBA started its high-profile marketing campaign with various corporate sponsors and partners; the NBA signed with four major entertainment companies: Warner Bros., Universal Pictures, Sony and The Walt Disney Company to produce co-promotional spots advertising each movie studios' upcoming films during the 2013 NBA Playoffs and 2013 NBA Finals.[15] The NBA has also partnered with brands in other industries, like Sprint and Taco Bell.[15]

A variety of advertisements are placed inside NBA arenas for visibility during broadcast games and for in-person attendees. For example, PepsiCo and Harbin Brewery have placed their respective company logos on the court.[16]

Celebrities and Influencers[edit]

Celebrities enjoy public recognition and often are perceived to possess some expertise.[17] Celebrities actively participate in NBA games, especially when it comes to All-Star Weekend. Every year, the NBA invites celebrities like Justin Bieber, Jerry Ferrara, Brandon Armstrong to participate in the NBA All-Star Celebrity Game.[18] The NBA leverages the fan bases and online following of these celebrities and influencers to drive its own digital presence.

Celebrities are also frequently spotted attending NBA games.[19] A celebrity attending an NBA game can generate a lot of press. For example, David Beckham received attention for attending Kobe Bryant's last game.[20]

External links[edit]

References[edit]

  1. ^ Abdul-Jabbar, Kareem (12 Dec 2017). "The NBA, and not the NFL, is the league of America's future". The Guardian. Retrieved 15 March 2018.
  2. ^ Helin, Kurt (2017-12-05). "NBA national broadcast game ratings up 32% this season". ProBasketballTalk. Retrieved 2018-12-19.
  3. ^ Wang, Kevin (16 June 2017). "The 2017 Finals showcased the NBA's international reach". ESPN. Retrieved 15 March 2018.
  4. ^ Hobbs, Thomas (22 January 2016). "How the NBA is using digital and celebrity fans to increase its brand appeal in the UK". Marketing Week. Retrieved 15 March 2018.
  5. ^ Hitchcock, Andrew. "The Globalization of the NBA". United Language Group. Retrieved 15 March 2018.
  6. ^ Watts, S A.; Zhang, W. (2008). "Capitalizing on content: Information adoption in two online communities". Journal of the Association for Information Systems. 9 (2): 73–94. doi:10.17705/1jais.00149. Retrieved 15 March 2018.
  7. ^ Peebles, Maurice. "It's Good! How the NBA Is Winning at Social Media". Complex. Retrieved 15 March 2018.
  8. ^ Maese, Rick (May 31, 2018). "NBA Twitter: A sports bar that doesn't close, where the stars pull up a seat next to you". The Washington Post. Retrieved December 19, 2018.
  9. ^ Leung, Stuart. "How the NBA Excelled at Digital Marketing During the NBA Finals". Salesforce. Retrieved 15 March 2018.
  10. ^ Statista. "Number of Facebook fans/twitter followers of the NBA from 2012 to 2017 (in millions)". Statista. Retrieved 15 March 2018.
  11. ^ a b c Awoniyi, Bola (14 November 2013). "How digital has transformed the NBA". Econsultancy. Retrieved 15 March 2018.
  12. ^ Zheng, Y.; Zhao, K.; Stylianou, A. (2013). "The impacts of information quality and system quality on users' continuance intention in information-exchange virtual communities: An empirical investigation". Decision Support Systems. 56: 513–524. doi:10.1016/j.dss.2012.11.008.
  13. ^ Meenaghan, T. (2005). "Evaluating sponsorship effects". In Amis, John; Cornwell, Bettina T. (eds.). Global sport sponsorship. Oxford: Berg. pp. 243–264. ISBN 9781845200817.
  14. ^ Crowley, Martin G. (November 1991). "Prioritising the Sponsorship Audience". European Journal of Marketing. 25 (11): 11–21. doi:10.1108/EUM0000000000628.
  15. ^ a b Jessop, Alicia. "The NBA's Extensive Digital Following Creates Unique Marketing Opportunities For The Finals". Forbes. Retrieved 15 March 2018.
  16. ^ "从世界杯到NBA，哈尔滨啤酒要打造自己的体育营销生态". 禹唐体育. Retrieved 16 March 2018.
  17. ^ Proctor, Tony; Kitchen, Philip J. (2018). "Celebrity ambassador/celebrity endorsement – takes a licking but keeps on ticking". Journal of Strategic Marketing. 27 (5): 373–387. doi:10.1080/0965254X.2018.1430059. S2CID 169430166.
  18. ^ Penrose, Nerisha. "Jamie Foxx, Common, Nick Cannon & More to Participate in 2018 NBA All-Star Celebrity Game". Billboard. Retrieved 16 March 2018.
  19. ^ Flynn, L. R.; Goldsmith, R. E.; Eastman, J. K. (1996). "Opinion Leaders and Opinion Seekers: Two New Measurement Scales". Journal of the Academy of Marketing Science. 24 (2): 137–147. doi:10.1177/0092070396242004. S2CID 145349660.
  20. ^ Walters, Mike (14 April 2016). "David Beckham attends as Kobe Bryant ends legendary NBA career with 60-point game". Mirror. Retrieved 15 March 2018.
source: https://en.wikipedia.org/w/index.php?title=NBA_digital_marketing&diff=1185983401&oldid=830650783