Purpose: This research explores ambush marketing on social media during the 2018 Commonwealth Games held in Australia. Two social media platforms – Twitter and Instagram – served as the dataset to uncover how official sponsors of the Canadian and Australian Commonwealth Games teams were...

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...