Digital Marketing on Facebook Fan Page of Thai Sports Industry Clusters during Tokyo 2020 Olympic Games

Abstract

This research aimed to analyze a digital marketing model on Facebook Fan Page of Thai sports industry clusters during Tokyo 2020 Olympic Games. Documentary research was operated. Data source was the secondary data from 5 clusters of sports industry Facebook Fan Page.The Facebook Fan Page samples were recruited according to 4 components: Authenticity, Credibility, Representativeness, and Meaning. The results found that 11 accounts were qualified as Facebook Fan Page samples, including 4 accounts from Professional Sports: “THE STANDARD”, “Thairath Sport”, “Stadium TH”, and “NBT2HD Sport”; 3 accounts from Sports Tourism and Recreation: “public relation SAT”, “The University Sports Board of Thailand”, and “Road to Tokyo 2020”; 2 accounts from Sports and Exercise: “Taekwondo Association of Thailand” and “Thailand Boxing Association”; 1 account from Education and Sports Science and Sports Product Entrepreneur: “Bangkok Thonburi University – BTU” and “TechnoGym”. The digital marketing model on Facebook Fan Page of Thai sports industry clusters during Tokyo 2020 Olympic Games consisted of 3 components: attracting new consumers by stand out contents, applying both automatic and manual customer relationship systems, and integrating work with websites.