| Creators: |
Zimmermann, Sina and Dauter, Johannes and Gewald, Heiko |
| Title: |
Promoting Sports and Wellness with Social Media Advertising – An Analysis of Different Marketing Channels |
| Item Type: |
Conference or Workshop Item |
| Event Title: |
(Proceedings of the) The 9th Workshop on Adults' Use of Information and Communication Technologies in Healthcare (auICTH) in conjunction with the 13th International Conference on Current and Future Trends of ICTH |
| Event Location: |
Almaty, Kazakhstan |
| Event Dates: |
November, 7-9, 2023 |
| Projects: |
IDI |
| Page Range: |
pp. 311-316 |
| Additional Information: |
Open Access |
| Date: |
2024 |
| Divisions: |
Informationsmanagement |
| Abstract (ENG): |
Health-related problems that can be ascribed to a lack of exercise or, in general, physical inactivity are becoming more common worldwide. To tackle these health-related problems, technology can be used to promote physical activity, for instance, by promoting sports-related recreational activities. As social media is becoming more relevant in all areas of life, advertising sports and wellness services are also more relevant than ever. To analyze which social media channels are well-suited to promote sports and wellness services, we examine data from a firm in Germany that offers pool and wellness services to its customers. Our results show that social media is indeed a relevant channel to advertise sports and wellness services, and Facebook proved to be the most relevant for the customer base. |
| Forthcoming: |
No |
| Language: |
English |
| Uncontrolled Keywords: |
Sports and wellness services ; Physical activity ; social media advertisement ; Marketing channels |
| Link eMedia: |
Download |
| Citation: |
Zimmermann, Sina and Dauter, Johannes and Gewald, Heiko
(2024)
Promoting Sports and Wellness with Social Media Advertising – An Analysis of Different Marketing Channels.
In: (Proceedings of the) The 9th Workshop on Adults' Use of Information and Communication Technologies in Healthcare (auICTH) in conjunction with the 13th International Conference on Current and Future Trends of ICTH, November, 7-9, 2023, Almaty, Kazakhstan, pp. 311-316.
(Procedia Computer Science; 231).
ISBN / ISSN 1877-0509
|
