期刊名称：Giornale italiano di educazione alla salute, sport e didattica inclusiva
印刷版ISSN：2532-3296
出版年度：2018
卷号：2
期号：4
页码：8-13
DOI：10.32043/gsd.v0i4.88
出版社：Edizioni Universitarie Romane
摘要：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.
关键词：Sport; marketing; communication; social media.
