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PDFOpen Access (License Unspecified), Open Access
Thesis
Tweet it, post it, message it: social media use by the ticket sales professional
Master of Science (M.S.), Drexel University
2012
DOI:
https://doi.org/10.17918/00009728
Abstract
The topic of social media as a 21st century communication tool is prominent throughout many aspects of business and many different business industries. For sport teams and organizations, implementing social media is an effective tool for ticket sales customer relations management and to increase ticket sales revenue. The purpose of this study was to examine how sport organizations are using the tool of social media with regards to ticket sales and the ticket sales staff, and to find out if there is any belief to the correlation between the ticket sales revenue generated by ticket sales staffs and their use of social media by ticket sales staff members. Ticket sales professionals were offered the chance to give their opinions on the future use of this emerging communication technology in the hope of increasing customer relationships between ticket buying consumers and ticket sales professionals. In order to get a sample of opinions about the use of social media in the ticket sales profession, an electronic survey was sent out using the social media website Linkedln. Participants ranged from aspiring ticket sales professionals, entry level-ticket sales professionals, and ticket sales managers. Survey questions were proposed to find out the current strategies of social media usage, and what future strategies would help increase ticket sales in the future. Five of the questions were demographic, multiple choice questions. Three questions asked about current social media usage by ticket sales professionals. Six of the questions were qualitative, open ended questions. Using these responses, the qualitative data was broken down into themes in regards to the use of social media by the ticket sales professionals. Professional and collegiate sports teams are looking for ways to increase ticket sales. With the threat of simply staying at home and watching the game, teams are struggling to gets fans to show up to their respective games. Professional teams have also placed an emphasis on retaining their ticket buying customers. Social media can be the new communication tool for professional and collegiate ticket sales professionals to increase revenue and effectively manage their relations with customers.
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Details
- Title
- Tweet it, post it, message it
- Creators
- Jerre D. Lieberman
- Contributors
- Amy Giddings (Advisor) - Drexel University, Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- ix, 110 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; Sport Management (Center for Sport Management); Drexel University
- Other Identifier
- 991021889093004721