Mamo, Yoseph; Su, Yiran; Andrew, Damon P.S. - In: International Journal of Sports Marketing and Sponsorship 23 (2021) 3, pp. 594-611
Purpose: As big data (BD) has increasingly become an important tool for managers and researchers to transform sport management practices, the purpose of this research is to highlight diverse data sources and modern analytical techniques that will leverage BD as a means to advance scholarship in...