New media and technology use in corporate sport sponsorship: Performing activational leverage from an exchange perspective

International Journal of Sport Management and Marketing

Volumn 10, Issue 3-4, 2011, Pages 272-285

  Dees, Windy ^a  

^a UNIVERSITY OF MIAMI   (United States)

Author keywords

New media; Relationship marketing; Social media; Sponsorship activation; Sponsorship effectiveness; Sport communication; Sport marketing; Sport sponsorship

Indexed keywords

EID: 84857307322     PISSN: 14758962     EISSN: 17402808     Source Type: Journal    
DOI: 10.1504/IJSMM.2011.044795     Document Type: Review

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