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Global multi-sport events : content strategy for driving fan engagement on Twitter

Shabbirhusain RV; Annamalai, Balamurugan; … - In: Sport, Business and Management : an international … 13 (2023) 4, pp. 450-469

Persistent link: https://www.econbiz.de/10014317874

Effect of ambush marketing on attitude and purchase intention in the social media context : misidentification and identification

Lin, Yi-Hsiu; Chen, Chen-Yueh; Chou, Ya-Lun; Yeh, Chia-Jun - In: European Sport management quarterly : ESMQ 23 (2023) 1, pp. 207-226

Persistent link: https://www.econbiz.de/10014282744

A study on twitter sentiment analysis in Tokyo 2020 Olympic

Veerasamy, Senthil; Goswami, Susobhan - In: Smart analytics, artificial intelligence and …, (pp. 233-242). 2023

Persistent link: https://www.econbiz.de/10014321522

Satellite fans engagement with social networking sites influence on sport team brand equity : a UGT perspective

Ahiabor, Daniel Kofi; Kosiba, John Paul Basewe; Gli, … - In: Digital business 3 (2023) 2, pp. 1-11

, contributing, and creating activities) on sports teams' brand equity. Data for the study were obtained from 347 respondents who … followed their favourite sports teams on SNS. Partial least squares structural equation modeling (PLS-SEM) was used to analyse … engagement behaviour. Also, customer engagement behaviour, that is, consuming and contributing activities, influences sports …

Persistent link: https://www.econbiz.de/10014476457

Community building in virtual participation charity sport events

Bunds, Kyle; Tang, Yihui; Koenigstorfer, Joerg - In: Journal of marketing management : JMM ; journal of the … 39 (2023) 17/18, pp. 1738-1764

Persistent link: https://www.econbiz.de/10014450116

Digital social engagements and knowledge sharing among sports fans : role of interaction, identification, and interface

Yadav, Jitendra; Yadav, Rambalak; Sahore, Nidhi; … - In: Technological forecasting & social change : an … 195 (2023), pp. 1-11

Persistent link: https://www.econbiz.de/10014478817

Predicting sports fans' engagement with culturally aligned social media content : a language expectancy perspective

Prakash C., Deep; Majumdar, Adrija - In: Journal of retailing and consumer services 75 (2023), pp. 1-14

Persistent link: https://www.econbiz.de/10014371689

Taking fan engagement to a new level : assessing sports consumer interest in virtual environments and Web3 activations

Schlimm, Joern; Breuer, Christoph - In: International journal of sports marketing & sponsorship 24 (2023) 5, pp. 928-949

Persistent link: https://www.econbiz.de/10014430857

Athlete interrupted : exploration of athletes' personal brand management in times of crisis

Bredikhina, Nataliya; Sveinson, Katherine; Kunkel, Thilo - In: Sport marketing quarterly : preferred journal of the … 31 (2022) 3, pp. 212-227

Persistent link: https://www.econbiz.de/10013411489

The impact of sponsorship on social media engagement : a longitudinal examination of professional sport teams

Naraine, Michael L.; Bakhsh, Jordan T.; Wanless, Liz - In: Sport marketing quarterly : preferred journal of the … 31 (2022) 3, pp. 239-252

Persistent link: https://www.econbiz.de/10013411506