Li, Bo; Scott, Olan K.M.; Dittmore, Stephen W. - In: International Journal of Sports Marketing and Sponsorship 19 (2018) 4, pp. 370-383
Purpose: The purpose of this paper is to examine how Olympic audiences utilized Twitter to follow American National Governing Bodies (NGBs) during the 2016 Rio Olympic Games. Design/methodology/approach: Guided by economic demand theory, the researchers sought to explore whether factors such as...