This systematic review of sponsorship-linked marketing from 1996 to 2017 analyzes the
current state of research. The overarching conclusion is that there is a surplus of research�…

ABSTRACT Research Question: Social media platforms provide opportunities for athletes to
promote their personal brands and attract engagement from consumers. Through this�…

Social commerce, an emerging phenomenon rooted in social media and Web 2.0
technologies, has attracted the attention of many researchers. The number of publications�…

Social media provide fans with an additional means to engage with their team and are a
valuable forum for sport organizations to better understand fan motivations and strengthen�…

Relationship marketing (RM) is about retaining customers through the achievement of long-
term mutual satisfaction by businesses and their customers. Sport organizations, to retain�…

Given the availability and usage of social network sites (SNS), professional sport teams are
drawn to this medium as a way to reach new and foster existing fan relationships. Despite�…

Research can be a challenging but rewarding activity. All degree-level students studying
sport, and all effective professionals working in the sport sector need to have a sound�…

This study aims to obtain an in-depth understanding of the use, opportunities, and
challenges related to social media (SM) in achieving relationship marketing (RM) goals in�…

This study adds to our understanding of the role that information and communication
technologies play in facilitating social connections between sports fans and the�…

The increased global popularity of social media has led many consumer brands to
increasingly turn to consumer-to-consumer marketing methods in recent years. One such�…