Social Network Analysis on Sports Marketing by the case of YouTube

• Main Authors: Tzu-Hao Liu, 劉子豪
• Other Authors: Shian-Chang Huang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/21979907303222544991

碩士 === 國立彰化師範大學 === 企業管理學系 === 102 === Network information generates a new type of data integration and sharing. Service providers offer an open platform that allows users to publish and share information of their personal goals. The rise of the online community platform has changed the way many people use the Internet, such as YouTube, Facebook, Flickr , etc., make our life more fun. YouTube is not only becoming part of our life, but also a powerful and attractive media. It immediately bring huge benefits. Furthermore , YouTube's video provides us with rich diversity of channels, including sports category that is one of the popular channels. Sports marketing is a new field in traditional marketing. Therefore, this study investigates both YouTube and sports marketing research as a combination. In this study, Nike and adidas will be two major international sports brand as an example for analysis. The analysis in this study is investigate the movement in the online video site YouTube marketing and social network usage, in order to achieve some contributions of in the field.