Journal of

Marketing Development and Competitiveness

Scholar Gateway

Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts

Girard  (p. 9-22)

Cooper (p. 23-32)

Kunz-Osborne (p. 33-41)

Coulmas-Law (p.42-46)

Stasio (p. 47-56)

Albert-Valette-Florence (p.57-63)

Zhang-Rauch (p. 64-70)

Alam-Yasin (p. 71-78)

Mattare-Monahan-Shah (p. 79-94)

Nonis-Hudson-Hunt (p. 95-106)

JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

New Media Marketing: The Innovative Use of Technology in NCAA Athletic Department

E-Branding Initiatives

Author(s): Coyte G. Cooper

Citation: Coyte G. Cooper, (2010) "New Media Marketing: The Innovative Use of Technology in NCAA Athletic Department E-Branding Initiatives," Journal of Marketing Development and Competitiveness, Vol. 5, Iss. 1, pp. 23 - 32

Article Type: Research paper

Publisher: North American Business Press

Abstract:

With the competitive nature of the entertainment industry, sport organizations are being challenged to identify marketing strategies to improve their brand with consumers. The purpose of the current research was to survey NCAA Division I (FBS and FCS) administrators (N = 152) to gain an understanding of the technologies that athletic department’s value in electronic branding initiatives. In addition to identifying technologies used on athletic department websites, the research also demonstrated that administrators placed the highest level of criticality on social network sites, texting, and video sharing sites when attempting to build brand equity through independent technological mediums.