Social Media Marketing in Non-professional Rugby Clubs: A Qualitative Viewpoint Using the Technology Acceptance Model | Chapter 7 | Information Management and Technology: The Proceedings of the 10 th International Conference on Business and Management Dynamics (ICBMD), Edition 1

Social media has transformed the interactions among fans, clubs, and athletes, providing evidence of its increasing significance in sport. The growing professionalisation of sport has led to the increased adoption of business practices and marketing. However, not all sport organisations are considered professional, and many may lag in the adoption of such applications. Rugby’s growth internationally demonstrates the sport’s ability to inspire and engage a global audience in a professional rugby context. There are a limited number of studies that investigate social media marketing (SMM) by rugby teams, but several do focus on professional rugby. Hence, this study investigates Western Province Super League (WPSL) rugby clubs (amateur sport teams) SMM usage in terms of channels, external factors, determinants, behavioural intentions, and age by WPSL rugby determinants and behavioural intentions. The Technology Acceptance Model (TAM) serves as the theoretical underpinning, which responds to the need for further research on non-professional sport organisations. The study used a qualitative approach via cross-sectional and multiple-case study design and utilised twelve semi-structured interviews as the primary data collection technique. The researchers adopted an inductive approach and utilised ATLAS.ti (a qualitative data analysis package) to formulate themes and codes for subsequent analysis. This study found that brand exposure and awareness, relationship building, sponsorship attractiveness, community participation/ engagement, information sharing, and others were the primary drivers and advantages of SMM usage. Findings also revealed positive SMM behavioural intentions that included community relationships, greater reach, family feeling, player portfolio enhancement, an important contact point, and membership growth. The rugby clubs believed that employing SMM added substantial value to their marketing efforts. From a practical standpoint, rugby club social media coordinators could enhance fan engagement and relationship management by providing graphic updates (photos and video footage) about players and teams, creating blogs, organising competitions, establishing video channels, and overseeing community activities. From a theoretical perspective, the study adds to the limited qualitative research on the TAM, especially in a sport and digital marketing context. The study furthers knowledge of SMM, non-professional sport, and organisational behaviour in the context of WPSL rugby clubs in South Africa.

 

Author (s) Details.

 

Justin Marthinus
Cape Peninsula University of Technology, South Africa.

 

Rodney Duffett
Cape Peninsula University of Technology, South Africa.

 

Brendon Knott
Cape Peninsula University of Technology, South Africa.

 

 

Please see the book here:- https://doi.org/10.9734/bpi/mono/978-93-49238-37-4/CH7

Leveraging Social Media Marketing in Healthcare-Based Non-profit Organisations: Insights from the Technology Acceptance Model | Chapter 5 | Information Management and Technology: The Proceedings of the 10 th International Conference on Business and Management Dynamics (ICBMD), Edition 1

This study seeks to identify the variables that both positively and negatively influence the usage of social media marketing (SMM) by South African healthcare-based non-profit organisations (HB NPOs) based on the Technology Acceptance Model (TAM). Social media has emerged as a key tool for fostering dialogue between HB NPOs and their stakeholders in South Africa. A majority of NPOs agree that marketing is essential for raising funds and awareness, yet comparatively few partake extensively in new digital marketing activities. Based on the researcher's expertise (judgemental sampling), the study selected thirteen respondents (marketing and/or social media managers, coordinators, and directors) to participate. The study used a qualitative approach through semi-structured interviews to understand the perspectives of HB NPOs and their use of social media marketing (SMM). The interviews were transcribed and analysed using ATLAS.ti. The study elucidates motivational variables influencing the actual usage of SMM via the integration of the TAM and considers aspects like external variables, perceived usefulness, perceived ease of use, and behavioural intention within an HB NPO context. The research affirms the importance of the use of SMM for the sustainability and promotion of HB NPOs (increased awareness, donation appeals, community relationships, cost-effective platform to raise funds, powerful images and patient stories lead to brand emotions and positive image), but also reveals a number of negative influences that impede the usage of SMM by HB NPOs (lack of government support, corporate sponsors, time, understanding, capacity, resources, and a small donor pool). Practically, SMM presents an opportunity for HB NPOs to allocate necessary resources toward its strategic use as a communication approach, enabling them to take advantage of the beneficial and sustainable influences. Theoretically, this investigation supports the foundational principles of the TAM and adds to it from a qualitative perspective by highlighting the sustainable and negative influences of external factors, perceived usefulness and ease of use, and behavioural intentions based on SMM usage by HB NPOs. The study enhances understanding of digital marketing, broad NPO management, and the organisational behaviour of HB NPOs in a developing nation context via the TAM framework.

 

Author (s) Details

 

Shaun Thomas
Marketing Department, Cape Peninsula University of Technology, South Africa.

 

Rodney Duffett
Marketing Department, Cape Peninsula University of Technology, South Africa.

 

Please see the book here:- https://doi.org/10.9734/bpi/mono/978-93-49238-37-4/CH5