Digital Sports Marketing: Parental Perceptions of Promotional Effectiveness in an Indonesian Grassroots Swimming Club
DOI:
https://doi.org/10.61987/jsse.v4i3.3081Keywords:
Social Media, Promotional Effectiveness , Grassroots Sports Clubs , Parental PerceptionsAbstract
Social media offers grassroots sports clubs an accessible promotional channel, but evidence from parent-mediated enrollment remains limited. This study examined parents’ perceptions of social media promotion at a sports club in Indonesia. A descriptive survey involved 25 of 30 parents, purposively selected because they had accessed the club’s social media. Data were collected through a five-point Likert questionnaire, observation, and documentation; 22 items were retained, and Cronbach’s alpha was .833. The mean score was 99.56 (SD = 3.86), with observed scores of 94–110. Ten parents (40%) rated promotion as moderately effective, seven (28%) as low, six (24%) as high, and two (8%) as very high. No respondent rated it very low. Overall, 72% rated promotion moderate or higher, while 28% reported low effectiveness. The results suggest that social media can effectively support club visibility and information dissemination. Nevertheless, parental evaluations were uneven, indicating scope for better communication. The design did not isolate indicator-level scores or establish causal effects on enrollment. Practically, clubs should provide parent-relevant information, post consistently, and respond promptly to inquiries. The study contributes a parent-centered baseline for Indonesian grassroots sport marketing; future multi-club, longitudinal research should examine links with trust and joining intentions.
References
Achen, R. M., & Blank, A. S. (2024). Applying the Consumer Brand Engagement in Social Media Scale to Professional Sport: A Psychological Approach to Measuring Social Media Engagement. Sport Marketing Quarterly, 33(3), 214–228. https://doi.org/10.32731/smq.333.092024.02
Ahmed, S. K. (2024). How to Choose a Sampling Technique and Determine Sample Size for Research: A Simplified Guide for Researchers. Oral Oncology Reports, 12, Article 100662. https://doi.org/10.1016/j.oor.2024.100662
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Alrwashdeh, M. (2025). How Do Social Media Marketing Activities Enhance Online Purchase Intention Among Jordanian Consumers? The Role of Brand Trust and Brand Engagement. Innovative Marketing, 21(2), 291–302. https://doi.org/10.21511/im.21(2).2025.23
Annamalai, B., & Venugopal, P. (2021). Social Media Content Strategy for Sport Clubs to Drive Fan Engagement. Journal of Retailing and Consumer Services, 62, Article 102648. https://doi.org/10.1016/j.jretconser.2021.102648
Dias, Á. L., Pereira, L., & Costa, R. L. (2022). Outcomes of Social Media Marketing in Sport Brands. International Journal of Service Science, Management, Engineering, and Technology, 13(1), 1–22. https://doi.org/10.4018/IJSSMET.298668
Elangovan, N., & Sundaravel, E. (2021). Method of Preparing a Document for Survey Instrument Validation by Experts. MethodsX, 8, Article 101326. https://doi.org/10.1016/j.mex.2021.101326
Fadloli, F., & Wahyudi, L. (2025). Social Media Marketing and Participation Decision in Sport Run Events: A Self-Determination Theory Perspective. Indonesian Journal of Sport Management, 5(4), 909–927. https://doi.org/10.31949/ijsm.v5i4.16383
García-García, J., Gil, M. Á., & Lubiano, M. A. (2025). On Some Properties of Cronbach’s α Coefficient for Interval-Valued Data in Questionnaires. Advances in Data Analysis and Classification, 19, 831–854. https://doi.org/10.1007/s11634-024-00601-w
Hariawati, T., & Loisa, R. (2024). Media Sosial Instagram sebagai Sarana dalam Menciptakan Brand Image bagi Klub Indonesia Muda. Kiwari, 3(1), 156–165. https://doi.org/10.24912/ki.v3i1.29411
Ichsan, M., Setyawati, H., & Awang, F. (2022). Social Media and Sports: Engagement for Sports Fans. Journal of Physical Education and Sports, 11(4), 456–463. https://doi.org/10.15294/jpes.v11i4.70778
Jebb, A. T., Ng, V., & Tay, L. (2021). A Review of Key Likert Scale Development Advances: 1995–2019. Frontiers in Psychology, 12, Article 637547. https://doi.org/10.3389/fpsyg.2021.637547
Kurniawan, Y. E., Ardianto, D. T., & Widodo, A. S. (2024). Maintaining Business During Covid-19 Pandemic Through Social Media: A Content Analysis of Indonesian Football Club Instagram Account. Jurnal Komunikasi: Malaysian Journal of Communication, 40(3), 112–131. https://doi.org/10.17576/JKMJC-2024-4003-07
Marthinus, J., Duffett, R. G., & Knott, B. (2025). Social Media Adoption as a Marketing Communication Tool by Non-Professional Sports Clubs: A Multiple Case Study Approach. International Journal of Sports Marketing and Sponsorship, 26(6), 14–31. https://doi.org/10.1108/IJSMS-04-2024-0082
McCarthy, J., Rowley, J., & Keegan, B. J. (2022). Social Media Marketing Strategy in English Football Clubs. Soccer & Society, 23(4–5), 513–528. https://doi.org/10.1080/14660970.2022.2059872
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Najwandari, N., Wahyudin, U., Risanti, Y. D., & Randa, A. R. (2025). Social Media in Sports: Brand Communication Strategy Implementation by Jakarta Pertamina Energi. PRofesi Humas, 10(1), 144–165. https://doi.org/10.24198/prh.v10i1.59553
Opelík, D., Voráček, J., Šíma, J., & Michlová, A. (2024). Exploring Instagram Communication: Usage of Instagram as a Marketing Tool in Professional Basketball Clubs. Studia Sportiva, 18(2), 198–216. https://doi.org/10.5817/StS2024-2-15
Rai, J. S., Kajla, T., Itani, M., & Cho, H. (2025). Social Media in Sport: A Systematic Review and Research Agenda Using the Theory, Context, Characteristics, and Methodology Framework. International Journal of Consumer Studies, 49(5), Article e70102. https://doi.org/10.1111/ijcs.70102
Shelley, A., & Horner, K. (2021). Questionnaire Surveys—Sources of Error and Implications for Design, Reporting and Appraisal. British Dental Journal, 230, 251–258. https://doi.org/10.1038/s41415-021-2654-3
South, L., Saffo, D., Vitek, O., Dunne, C., & Borkin, M. A. (2022). Effective Use of Likert Scales in Visualization Evaluations: A Systematic Review. Computer Graphics Forum, 41(3), 43–55. https://doi.org/10.1111/cgf.14521
Wang, W. (2023). Customer Engagement on Social Media: An Examination of NFL Teams’ Instagram Posts. International Journal of Sports Marketing and Sponsorship, 24(5), 1021–1038. https://doi.org/10.1108/IJSMS-03-2023-0051
Westland, J. C. (2022). Information Loss and Bias in Likert Survey Responses. PLOS ONE, 17(7), Article e0271949. https://doi.org/10.1371/journal.pone.0271949
Xiao, L., Hau, K. T., & Wang, M. D. (2024). Revisiting the Usage of Alpha in Scale Evaluation: Effects of Scale Length and Sample Size. Educational Measurement: Issues and Practice, 43(2), 74–81. https://doi.org/10.1111/emip.12604
Zakariya, Y. F. (2022). Cronbach’s Alpha in Mathematics Education Research: Its Appropriateness, Overuse, and Alternatives in Estimating Scale Reliability. Frontiers in Psychology, 13, Article 1074430. https://doi.org/10.3389/fpsyg.2022.1074430
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Safero Armen, Aluwis Aluwis, Ardo Yupiko Putra, Indri Septiani, Welsa Susanda
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
