'Service-Dominant Logic in Sports: A Literature Review' by Pin-Yu Yu

Yu, Pin-Yu

Abstract

SPARC 2021 Poster No. 22

Social media provides two-way communications and interaction for both brands and customers, and this generates value through relationship marketing. 3.6 billion people were using social media in 2020 globally and this is increasing especially in the realm of sports, consisting of 52.6 % of sports fans accessing online sports content via devices. Compared to other industries, sports fans are more inclined to connect to their favourite brands and this makes sport a unique industry for service-dominant logic (SDL) research. SDL means brands and customers are co-creators of value in both direct and indirect interactions. Relationship marketing through the lens of SDL affects the value of customers, created with the brands by the total co-creation process of all elements. The purpose of this poster is to expand upon the work of “the role of social media in the co-creation of value in relationship marketing: a multi-domain study”. The study will therefore identify and categorise contribution and findings matched to SDL criteria and suggest opportunities for future research from the literature focusing on fans relationships. The role of fans has been increasingly emphasised both in sports marketing and academia; therefore, this will have both academic and practical value to investigate the effective implementation of social media as a relationship marketing tools with SDL perspectives. It also aims to emphasise the role of customers for social media and relationship marketing, contributing fans’ perspectives in sports to customer-dominant logic theory and the lens of fans for sports practitioners.

• Online Publication Date: Jun 22, 2021
• Publication Date: Jun 22, 2021
• Deposit Date: Feb 6, 2025
• DOI: https://doi.org/10.17866/rd.salford.14815623.v1
• Publisher URL: https://salford.figshare.com/articles/poster/_Service-Dominant_Logic_in_Sports_A_Literature_Review_by_Pin-Yu_Yu/14815623
• Collection Date: Jun 22, 2021