Research question/purpose Instagram has become an increasingly popular tool for sport
organisations to share visual content. This study aims to examine how professional team …

The purpose of this study was to examine Olympic athletes' self-presentation on Instagram, a
social media outlet on which users post photographs as their primary communication …

Despite the significant increment in sport sponsorship and the affirmation of its strategically
vital nature, extant research has confined its focus to narrow strategic goals, which …

Purpose The purpose of this paper is to examine the effects of social media in brand
associations, particularly in regard to soccer fan clubs. Design/methodology/approach The …

Due to the amount of money invested, sponsorships have become one of the most important
marketing tools. It is essential to know the effectiveness of the invested money. This work …

Purpose: The sporting field is one of the most lucrative industries that most producers would
want to share and drive-in sales towards its direction. The purpose of the present study is to …

Despite the exponential growth of corporate expenditure on sponsorship, to date there has
been little exploration of the degree to which sports involvement influences purchase …

The purposes of the present study were to identify key attributes of sponsors that positively
influence consumers' attitude formation and to examine the moderator role of sport event …

The purpose of this study is to investigate the relationship between the activation of
experiential marketing, satisfaction with sponsored sporting events, brand equity, and …

Research question: Fans' perception that sponsors are a financial need illustrating the
increased commercialisation in sport s is not always aligned with their view of a club's …