Abeza, Gashaw; O’Reilly, Norm; Séguin, Benoit; … - In: Sport, Business and Management: An International Journal 7 (2017) 3, pp. 332-355
Purpose The purpose of this paper is to examine the practice of celebrity athletes’ product endorsement in the context of social media, guided by meaning transfer model. Design/methodology/approach The study adopted a content analysis method based on data gathered from the official Twitter...