Jensen, Ricard W; Limbu, Yam B; Spong, Yasha - In: International Journal of Sports Marketing and Sponsorship 16 (2015) 4, pp. 3-9
Until now, little research has been conducted to analyse Twitter conversations about the corporate sponsors of football clubs. The conventional and most widely used method has been to use content analysis to assess the sentiment of the tweets that were sent. However, this approach may be...
