Syracuse

Exploring Paralympic digital sponsorship strategy : an analysis of social media activation / Nick Burton, Michael L. Naraine & Olan Scott

Burton, Nick | Naraine, Michael L. | Scott, Olan Kees Martin

This study examines social media sponsorship activation during the 2018 PyeongChang Games period, seeking to investigate how sponsors of the Olympic and Paralympic Games activated their partnerships and how the Paralympic Games and para-athletes were portrayed in sponsor marketing.

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