Ambush marketing via social media : the case of the three most recent Olympic Games / Gashaw Abeza... [et al.]

Abeza, Gashaw

This study explored the practices and strategies of ambush marketing via social media (SM) during the 2014 Sochi, 2016 Rio, and 2018 PyeongChang Olympic Games. Direct industry competitors’ of the Olympic sponsors refer to companies that market similar products, at a similar price point, and to the same customers as Olympic sponsors.

Suggestions

Du même auteur

Activating a global sport sponsorship with social media : an analysis of TOP sponsors, Twitter, and the 2014 Olympic Games / Gashaw Abeza... [et al.] | Abeza, Gashaw

Activating a global sport sponsorship with social media : an analysis of TOP sponsors, Twitter, and the 2014 Olympic Games / Gashaw Abeza... [et al.]

Abeza, Gashaw

2014

This research explored the use of Twitter for sponsorship activation by the The Olympic Program (TOP) sponsors during the 2014 Sochi Olympic Winter Games. Using NCapture, a total of 7,519 tweets and retweets of all ten TOP sponsor...

Selection : Zoom Olympic Marketing English

Selection : Zoom Olympic Marketing Français

Loading enrichments...