The role of social media marketing in revenue enhancement: a case of FIFA World Cup, 2022 in Qatar
by Haya Abdul Aziz Al-Saad Al-Kuwari
International Journal of Business Excellence (IJBEX), Vol. 32, No. 1, 2024

Abstract: This research aims to highlight the use of social media for enhancing the marketing effectiveness and revenues for the FIFA World Cup, 2022. This research and deep-dive analysis allowed developing two frameworks of recommendations and a list of key findings. The first is to develop a structured objective-based marketing strategy that employs traditional and social media channels in marketing for the 2022 FIFA World Cup. This includes adopting various marketing approaches, per attendees segments, through multiple media channels to obtain the advantages of both and minimise the disadvantages of each. The second is to apply an integrated set of recommendations to maximise the economic return for FIFA 2022, aiming to increase income for generating positive net revenue. The research could provide viable information and practical approaches for: 1) Social media marketers for Qatar, focusing on sports tourism; 2) The 2022 event committee in enhancing marketing and increasing the net economic benefits; 3) The middle-eastern marketers for major events illustrating the difference between traditional and social media marketing recommending the integration of both.

Online publication date: Wed, 10-Jan-2024

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