Social Marketing in Sport Communication

Patrizia Belfiore, Antonio Ascione


The present paper was created with the aim of considering, in its various expressions, the role of social marketing in sports communication.
In recent years, social media have radically changed the way Internet users are: they are considered one of the main elements through which effective marketing campaigns are carried out.

Starting from a general definition of social marketing, the involvement of users through online sports marketing will be analyzed, both at an amateur level and at a competitive level.

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Italian Journal of Health Education, Sports and Inclusive Didactics 
ISSN: 2532-3296