In a globalised society, characterised by increasingly demanding markets and the
accelerated growth of the digital approach, sports organisations face the challenge of …

Social media has become an important frontier in the sport sponsorship paradigm (Dees,
2011), offering brands a powerful mechanism to stimulate consumer engagement (Vale & …

Sport communication is defined as “a process by which people in sport, in a sport setting, or
through a sport endeavor, share symbols as they create meaning through …

Although social media has gained significant notoriety, there remains a “missing link” in
examining engagement in the sport context. While the why, what, and whom have been …

Sports organizations' use of social media (SM) has become a key strategy in the coverage
and promotion of sport. Although research has been done on the success of digital …

This study aims to provide a scientific and extensive review of behavioral intention studies in
sports marketing research. Also, it informs directions for further studies that help in …

Purpose The purpose of this paper is to conceptualize sport event innovation and propose a
fruitful future research agenda for scholars. Design/methodology/approach Following Gilson …

ABSTRACT Rationale/Purpose This study examines social media sponsorship activation
during the 2018 PyeongChang Games period, seeking to investigate how sponsors of the …

A recent cause-related marketing (CRM) trend for sport organizations has been to adopt a
service dog that they will train and showcase through social media and at team events. This …

One of the primary goals of universities is to foster students' professional development and
boost their employability. Social media platforms have become integral in today's digital age …