The Impact of The Star Effect and E-Marketing Strategy in Basketball Events -Taking NBA and CBA as Examples

Ce Zhang; Yixin Huang; Liyang Li

doi:10.62051/ewcz4k04

Authors

Ce Zhang
Yixin Huang
Liyang Li

DOI:

https://doi.org/10.62051/ewcz4k04

Keywords:

E-marketing, Celebrity effect, Basketball events, NBA, CBA.

Abstract

Under the trends of digitization and globalization, the marketing strategy for basketball events has undergone rapid changes. The application of network marketing in promoting and broadcasting basketball events has become increasingly prevalent. Through literature analysis, marketing model analysis, and case analysis, this study finds that network marketing significantly impacts tournament organization and the expansion of basketball's influence. Leveraging the star effect can help enhance influence and promote economic value improvement. Established professional leagues like the NBA have experienced the amplification effect of combining digital marketing with traditional media marketing; however, they should also be cautious not to overly rely on the star effect by considering strategic breakthroughs. Developing leagues like CBA should also focus on expanding their network marketing strategies in related fields. Through the combination of different network marketing strategies to expand the promotion of professional basketball competition in the Chinese market, to enhance the sustainable development of Chinese basketball.

Downloads

Download data is not yet available.

References

[1] Jiang, R, Research on Brand Development of Chinese Sports Events--Taking the Chinese Professional Basketball League CBA as an Example, Highlights in Business, Economics and Management. 37 (2024), pp. 395-402.

[2] Fallatah, Badr., Sports E-marketing as a tool of promoting to major sports events (Saudi Games 2022) case study, The International Scientific Journal of Physical Education and Sport Sciences. 12.1 (2024), pp. 56-62.

[3] Savino, T., Increasing Attendance Rates by Developing Game Events and Communication Tools: Case: Tampereen Pyrintö Basketball (2018)

[4] Kaida, J., The commercial value of sports stars in China and its impact on the sports industry, Economic Research Guide. 04 (2017), pp. 32-33.

[5] Scarbrough, K. L., Use of social media for College Athletic Events: Analysis and Implementation for the Cal Poly Women’s Basketball Program (2010)

[6] Hu, J., Li, J., & Shi, W, Research on the Current Situation and Development of the Chinese Market and Brand Marketing of Sports Events under the Perspective of Fan Economy: Taking NBA as an Example, Highlights in Business, Economics and Management. 37 (2024), pp. 489-495.

[7] Information on: https://www.nba.com/

[8] Flores, C. M. A., In Transition: Marketing Strategies FOR THE National Basketball Association IN A Changing Megamedia World, Georgetown University, Doctoral dissertation (2004)

[9] Yan, T., Research on WCBA Event Sponsorship and Marketing: A Case Study of Network Marketing Model. Money Management. 03 (2024), pp. 40-42.

[10] Yingzi, L., A Comparative Study of NBA and CBA Marketing Communication Methods, Beijing Sport University, MA thesis (2012)

[11] Zhang, Y., Research on Specific Methods of Using Sports Marketing Technology to Increase Basketball Viewership in Canada. In 2021 3rd International Conference on Economic Management and Cultural Industry, ICEMCI,Atlantis Press, 2021, pp. 851-856.

[12] Tarighi, R., Sajjadi, S. N., Hamidi, M., & Khabiri, M., Factors affecting the development of the electronic marketing capacity of professional sports federations, Annals of Applied Sport Science. 5.2 (2017), pp. 87-96.