Marketing Communication of Parkour Sport

DOI

10.2991/assehr.k.200728.028How to use a DOI?

Keywords

parkour, sport and marketing communication, social media

Abstract

Parkour is a relatively new type of sport. The person who does this sport is called a practitioner. In Indonesia, this sport still does not have a formal organization like other sports yet. Even many people still do not know this sport. Therefore, Parkour needs form of marketing communication to be better recognized by the public. This study wants to explore the experience of Parkour practitioners in marketing communications to introduce this sport to the public. This research was conducted in Pekanbaru, Riau, Indonesia. Researchers collected data from in-depth interviews with 10 Parkour practitioners. In addition to interviews, researchers also collected data through observation and documentation. The results of this study show that marketing communication carried out by practitioners consists of three activities: communication by social media, direct communication and partnership. These three activities are included in the concept of marketing communication, personal selling and public relations. All of them were done to increase public awareness, create a positive image and maintain the existence of Parkour.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Fatmawati Moekahar
AU  - Yudi Daherman
PY  - 2020
DA  - 2020/07/28
TI  - Marketing Communication of Parkour Sport
BT  - Annual International Conference on Social Sciences and Humanities (AICOSH 2020)
PB  - Atlantis Press
SP  - 128
EP  - 130
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200728.028
DO  - 10.2991/assehr.k.200728.028
ID  - Moekahar2020
ER  -