Capabilities of social media in hosting sporting regional events events

Popov E.V.1, Komarova O.V.2,3, Gutina A.I.1
1 Уральский институт управления - филиал федерального государственного бюджетного образовательного учреждения высшего профессионального образования «Российская академия народного хозяйства и государственной службы при Президенте Российской Федерации»
2 Уральский государственный экономический университет
3 Уральский институт управления - филиал федерального государственного бюджетного образовательного учреждения высшего профессионального образования «Российская академия народного хозяйства и государственной службы при Президенте Российской Федерации

Journal paper

Journal of Economics, Entrepreneurship and Law (РИНЦ, ВАК)
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Volume 14, Number 10 (October 2024)

Citation:

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=75096480

Abstract:
Modern social media is one of the most important digital tools. The capabilities of social media in hosting sporting events in the region are of particular importance. The purpose of the study was to systematize the capabilities of social media in hosting sporting events in the region. The article presents the results of the systematization of tools for the promotion of sports events, as well as the specifics of their implementation on social media platforms. The tools of interaction with the audience, including real-time broadcasts, exclusive content publication and online promotions are analyzed. The analysis of the research and practice of applying tools for promoting sports events allowed to identify the most important tools, their capabilities and disadvantages. Based on the conducted research, the directions of social media application in hosting sporting events in the region, covering all participants in the organization and holding of a sports event, are formulated. This can be useful for the development of effective strategies for the promotion of both sports events and a healthy lifestyle, attracting an audience and managing the reputation of sports organizations, authorities and sponsoring organizations, as well as the development of the regional sports infrastructure. The study was supported by the Russian Science Foundation grant No. 24-18-20036, https://rscf.ru/project/24-18-20036/

Keywords: social media, social network, digital facility, sports event, social media tool, promotion management,sports marketing

Funding:
Исследование выполнено за счет гранта Российского научного фонда № 24-18-20036, https://rscf.ru/project/24-18-20036/

JEL-classification: L80, L83, Z20

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