To tweet or not to tweet : the effects of social media endorsements on unfamiliar sport brands and athlete endorsers
Natasha T. Brison, Kevin K. Byon and Thomas A. Baker III
| Year of publication: |
August 2016
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| Authors: | Brison, Natasha T. ; Byon, Kevin K. ; Baker, Thomas A., III. |
| Published in: |
Innovation: organization & management : IOM. - Abingdon, Oxon : Taylor & Francis, ISSN 1447-9338, ZDB-ID 2176456-6. - Vol. 18.2016, 3, p. 309-326
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| Subject: | Twitter | social media | athlete endorsements | brand attitudes | marketing | Social Web | Social web | Sportler | Athletes | Markenführung | Brand management | Werbewirkung | Advertising effects | Celebrity-Werbung | Celebrity endorsement | Online-Marketing | Internet marketing | Sportmarketing | Sports marketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/14479338.2016.1237304 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011619288