This paper analyses the content and strategy of Samsung's sport communication campaign during the Rio Olympic Games. This paper reviews the relevant marketing and communication theories and then analyzes Samsung's product selection, opinion leaders, and communication strategies. We suggest that the sports products, marketers, and owners provide feedback, making the three advertisements more effective. The selection of athletes for the advertisements demonstrates the core value of the Olympic Games). When the opinion receivers decode the meaning expressed in the advertisements, both behavior and cognitive learning theory have applied to the analysis. The communication campaign's effective decoding enabled the consumers to make quick decisions.

Sport Communication, Samsung Communication Campaign, Olympic Games

Chengze Liu(2022). Sport Communication Report: Samsung Communication Campaign for Rio Olympic Games. Journal of Consumer and Marketing Research, Volume 1, Issue 2, Page 1-9, Publish Date：2022-10-28.