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

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

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.