A Study on Utilization of Social Media by Sponsoring Companies -Leading Factors of Sponsor Fit-

Abstract

Interest in sports sponsorship has increased as part of corporate marketing strategies. An increasing number of sponsor companies are using social media to achieve their goals. In order to maximize the effect of this utilization, it is important to have a high sponsor fit, which indicates the degree of conformity the consumer has between the image of the sponsor company and the team or player who is supported. However, little research has focused on how the content of social media influences sponsor fit. Therefore, we categorized from the viewpoint of how the content sent by Twitter of the sponsor company influences the sponsor fit, and I confirmed that the categorized content can be a leading factor of the sponsor fit.