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Comparison of the Value of Social Media Interaction Data and Traditional Advertising Exposure - from the Perspective of the Cooperation Effect of Guangdong Southern Tigers Sponsors

Author(s)

Chengzhen Wang

Affiliation(s)

Shandong Youth University of Political Science, Jinan, China

Abstract

This study explores the difference in the value comparison between social media interaction data and traditional advertising exposure through an empirical analysis of the cooperation effect of Guangdong Southern Tigers sponsors. Taking the main sponsors of Guangdong Southern Tigers such as Dongguan Bank and East Sunshine Group as examples, the analysis reveals that social media channels perform well in terms of interaction rate and return on investment, thanks to the real-time feedback mechanism of digital platforms and the preferences of young audiences, which promotes the improvement of brand loyalty. At the same time, traditional advertising has an advantage in coverage, but its cost efficiency is low, showing the necessity of digital transformation. Overall, the value of social media lies in dynamic interaction and cost-effectiveness, while traditional advertising emphasizes wide-area communication. The combination of the two can maximize the effect of sponsorship cooperation. This finding confirms the trend of a significant increase in the contribution rate of digital channels in the global sports sponsorship market, provides data support for the commercial development of the CBA league, and emphasizes the importance of cross-channel collaboration to guide companies to optimize marketing strategies and enhance overall value.

Keywords

Social Media Interaction; Traditional Advertising Exposure; Sponsorship Value Comparison; Guangdong Southern Tigers; CBA Marketing

References

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