التفاصيل البيبلوغرافية
| العنوان: |
The Kraken Awakens: Exploring the Digital Launch of a New Sport Team Brand During a Global Pandemic. |
| المؤلفون: |
Armstrong, Cole G., Davies, Melissa, Blaszka, Matthew, Pegoraro, Ann |
| المصدر: |
International Journal of Sport Communication; Dec2023, Vol. 16 Issue 4, p471-481, 11p |
| مصطلحات موضوعية: |
TEAM sports, BRAND name products, PANDEMICS, SOCIAL media, SPORTS administration |
| مصطلحات جغرافية: |
SEATTLE (Wash.) |
| مستخلص: |
This study explored the public's response to the digital brand launch of the Seattle Kraken. Informed by agenda-setting theory and through content and social media analyses, the study identified the initial digital sentiment around the brand and the reach of the virtual conversations. The Kraken were able to encourage favorable conversation about the team by setting the agenda and encouraging consumers to engage with content at specific times during launch. In the first hour after brand launch, consumers focused conversation on the team, the logo and color scheme, and the effectiveness of the launch video. In the following 24 hr, the conversation remained positive and focused on how the brand positively represented the city and region. Through agenda setting, the Seattle Kraken were able to effectively launch their new brand while also setting the stage for positive brand-association development. [ABSTRACT FROM AUTHOR] |
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Copyright of International Journal of Sport Communication is the property of Human Kinetics Publishers, Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| قاعدة البيانات: |
Complementary Index |
