11 January 2012

Special issue: Sport marketing and emerging technology

International Journal of Sport Management and Marketing 10(3/4) 2011
  • 'It's incredible – trust me': exploring the role of celebrity athletes as marketers in online social networks
  • Set the agenda like Beckham: a professional sports league's use of YouTube to disseminate messages to its users
  • Opportunity or obstacle? A preliminary study of professional sport organisations in the age of social media
  • Agenda-setting and La Copa Mundial: marketing through agenda-setting on soccer blogs during the 2010 World Cup
  • Beyond touchdowns, homeruns, and three-pointers: an examination of fantasy sport participation motivation
  • Understanding website useability: an eye-tracking study of the Vancouver 2010 Olympic Games website
  • New media and technology use in corporate sport sponsorship: performing activational leverage from an exchange perspective
  • A content analysis of sponsor representation across professional sport websites: extension of attribute typology

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