VOLUME 3 (2014)

A Survey of Social Media: Perceived Effectiveness in Marketing among Individual NASCAR Tracks

 

Amanda E. Greene, East Tennessee State University, greenea@etsu.edu

Andrew Dotterweich, East Tennessee State University, dotterwa@etsu.edu

Mauro Palmero, East Tennessee State University, palmero@etsu.edu

Don Good, East Tennessee State University, gooddw@etsu.edu

 

ABSTRACT 

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.