Seunghyun “Brian” Park, Ph.D., Assistant Professor, Administration & Economics, at the Lesley H. and William L. Collins College of Professional Studies recently published an article in Event Management Journal, one of the top journals in the event and festival management field. Dr. Park worked as the first author on this research project. The research discusses social media engagement marketing strategies with three major marathon Facebook pages.
Social media became the pivot of sports event marketing to provide social media users with promotional information and to generate interaction among users and marketers in a cyber community. Dr. Park’s research paid attention to exploring the effective factors to enhance the levels of social media user engagement with three major marathon events (NYC, Boston, Chicago). This study analyzed 3,142 posts collected from the three marathon Facebook pages. Results of this study clearly suggested beneficial attributes (e.g., topic, post type, publisher, marathon case) and the combinations to facilitate social media engagement behaviors (likes, comments, shares). This study not only discusses the nature of social media engagement marketing for event and festival management but also offers practical marketing content strategies in social media.
To read the full article, click here.