Browsing by Subject "sport marketing"
Now showing items 1-2 of 2
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(2016-08-11)This study examines the effects of message orientation, interactivity, and valence in Twitter on the attitudes and behaviors of sport consumers. Social media have become an integral component of strategic brand communication. ...
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(2016-06-10)This study investigated the effects of ephemerality and marketing orientation on consumer engagement. Ephemeral applications, particularly in social media, constitute an emerging technology that allows marketers and users ...