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Sports, Storytelling and Social Media: a Review and Conceptualization
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
2016 (English)Conference paper (Refereed)
Abstract [en]

This paper aims to explain how storytelling in the sports sector becomes integrated in social media. Professional sports organizations have a long tradition of utilizing stories as part of their marketing efforts. However, as the media landscape has undergone considerable change as a result of Information and Communication Technologies (ICTs), most notably through social media, the conditions under which storytelling evolve become significantly altered. Based on a conceptual review of the storytelling and social media literature, this paper contributes by depicting how storytelling can enact four sequential roles. These roles are also shown to be characterized by varying degrees of co-creation, which has implications for the manageability of storytelling from the perspective of professional sports organizations.

Place, publisher, year, edition, pages
2016.
National Category
Business Administration
Research subject
Business Administration; Business Administration
Identifiers
URN: urn:nbn:se:su:diva-132155OAI: oai:DiVA.org:su-132155DiVA: diva2:949765
Conference
European Academy of Management Conference
Available from: 2016-07-23 Created: 2016-07-23 Last updated: 2016-07-23

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