Balliauw, Matteo; Onghena, Evy; Mulkens, Simon - In: International Journal of Sports Marketing and Sponsorship 22 (2020) 4, pp. 652-676
Purpose: Advertisers frequently use social media for interactive and customer-oriented relationship marketing (RM) purposes. Moreover, sports clubs and players have been using their social media accounts to post content of their sponsors and other advertising companies. Such posts create...