Managing the Micromedia Monster: An Analysis of Model Categorizations and Practical Strategic Implications for Sport Properties

Abstract

The purpose of this paper is to discuss micromedia management as a branding/marketing strategy for sport properties by analyzing and comparing three media categorization models from Hendricks and Shelton (2016), Herold and Salamunovic (2019), and Kuno Creative (n. d.). The paper will then offer specific tactics to help sport properties strategically utilize their micromedia to achieve organizational marketing and brand management objectives, as well as make recommendations for future research.