Applying Persuasion Theory to Sport Properties' Digital Media

摘要

This paper examines the increasingly critical research and practical topic of digital media strategy for sport properties through a detailed analysis of Cialdini's (2008) six principles of persuasion. Best-practice strategies from the communications and marketing industries are used to support theory from principles, and applied tactics are illustrated using select posts from the University of Southern California (USC) Athletics' official athletics and football Facebook page. Recommendations for future studies and sport property practices based upon both empirical literature and practical industry applications are also offered.