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/).
Cite this article
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 -