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Article
A Survey of Social Media: Perceived Effectiveness in Marketing among Individual NASCAR Tracks
International Journal of Motorsport Management
  • Amanda E Greene, East Tennessee State University
  • Andy Dotterweich, East Tennessee State University
  • Mauro Palmero, East Tennessee State University
  • Don Good, East Tennessee State University
Document Type
Article
Publication Date
1-1-2014
Description

The purpose of this study was to examine the use of and attitudes toward social networking as a tool for use by NASCAR speedways and to gauge track perceptions on the effectiveness of social media as a marketing tool. Individual NASCAR tracks were surveyed (n=22, 84.6% response) to explore current track social media practices and the potential impact of social networking sites on NASCAR marketing and consumer relations. Results found that individual tracks as well as the two major ownership groups highly agreed about issues concerning the use of social media to increase sales and to develop fan bases. However, they also agree there are other marketing tactics that are still more effective than social media at this time.

Copyright Statement

Copyrighted by WSSUScholar. Authors can post the article in a non-commercial open access institutional repository. This document was originally published in International Journal of Motorsport Management.

Citation Information
Amanda E Greene, Andy Dotterweich, Mauro Palmero and Don Good. "A Survey of Social Media: Perceived Effectiveness in Marketing among Individual NASCAR Tracks" International Journal of Motorsport Management Vol. 3 Iss. 1 (2014) ISSN: 2381-3938
Available at: http://works.bepress.com/andy-dotterweich/14/