JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
New Media Marketing: The Innovative Use of Technology in NCAA Athletic Department
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
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.