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Glasgow warriors: Attracting new audiences to rugby using digital PR

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  1. Tez No: 402415
  2. Yazar: ONUR TÖRECİ
  3. Danışmanlar: DR. SEAN ENNIS
  4. Tez Türü: Yüksek Lisans
  5. Konular: Bilgisayar Mühendisliği Bilimleri-Bilgisayar ve Kontrol, Bilim ve Teknoloji, Spor, Computer Engineering and Computer Science and Control, Science and Technology, Sports
  6. Anahtar Kelimeler: Sports Marketing, Digital PR Model, Social Media, Sports Consumption, Glaswegian Sports Habits, Glasgow Warriors, Fan profiles, Non-fan profiles Word Count: 29, 402 excluding Table of Contents, Bibliography and Appendices
  7. Yıl: 2015
  8. Dil: İngilizce
  9. Üniversite: University of Strathclyde
  10. Enstitü: Yurtdışı Enstitü
  11. Ana Bilim Dalı: Belirtilmemiş.
  12. Bilim Dalı: Belirtilmemiş.
  13. Sayfa Sayısı: 120

Özet

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Özet (Çeviri)

The aim of this project is to identify and attract new audiences or non-rugby fans within Glasgow to the sport, and thereby widen Glasgow Warriors' existing fan base. The research examines theories related to sports consumption, fandom, ritualization and sports as a service-dominated product, which serve as a path for designing semi-structured interviews and for understanding better the input required from primary research. This study also reviews past and current literature on topics related to public relations within sports and digital contexts. An adapted version of an organisational communication model reviewed in the literature forms the foundation of the new Digital PR model proposed in the recommendations chapter of this study. Qualitative research method of narrative analysis has been used to analyse the interviews with sixteen Glaswegians who represent a wide range of Glasgow's population, facilitated the identification and creation of various non-rugby fan profiles. Additionally, it has been complemented by quasi - statistics technique to provide structure to these findings. Two freeflowing and differently structured interviews were conducted each with the client (Glasgow Warriors) and experts from the sports management field. The study was made more robust with two focus group sessions, one with male football fans and the other with female rugby players. The findings of this research highlight factors that motivate (to varying degree) the different non rugby-fan profiles to move towards the sport. To an extent, it also brings to the surface influence flows that exist within the 'friends of friends' network, which starts with the rugby fan. The study concludes with recommendations that stem from the new Digital PR model developed for the Glasgow Warriors that makes use of this 'friends of friends' organisational communication network. This model could be effective when replicated by organisations within other sport environments as well.

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