Super Bowl: A case study of buzz marketing

International Journal of Sports Marketing and Sponsorship

Volumn 9, Issue 1, 2007, Pages 33-39

  Mohr, Iris ^a  

^a ST JOHN'S UNIVERSITY   (United States)

Author keywords

Advertising tools; Buzz marketing; Event marketing; Internet advertising; Super Bowl; Word of mouth

Indexed keywords

EID: 70349100496     PISSN: 14646668     EISSN: None     Source Type: Journal    
DOI: 10.1108/ijsms-09-01-2007-b005     Document Type: Article

References (9)

1. Associated Press (2 February 2006): 'Super Bowl 2nd-most watched show ever'. Retrieved from: www.msnbc.com.
2. Blackshaw, P. (25 January 2005) 'Super Bowl: Buzz or Blues?' Retrieved from: www.clickz.com/experts/brand/cmo/article.php/3462811
3. Elliot, S. (24 January 1997), 'Advertising', New York Times, C5.
4. Fitzgerald, T. (17 February 2006) 'Viewer levels have now fallen below Sydney', Media Life, © 2007 Media Life Magazine.
5. Gladwell, M. (2002), The Tipping Point: How Little Things Can Make a Big Difference. Back Bay Books.
6. Meenaghan, T. (1998) Current Developments and Future Directions in Sponsorship, International Journal of Advertising 17(1), 3-28.
7. Rogers Everett M. (1995) Diffusion of Innovation (4th edn). Free Press: NY.
8. Shelton, S. (2005), 'Got sports: today sports marketing is a Field of Dreams'. Retrieved from: www.bta.org
9. Thurau, T., Gwinner, K.P., Walsh, G. & Gremler, D.D. (2004), Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet, Journal of Interactive Marketing, 38-52 (Pubitemid 38582736)