Ambush Marketing Via Social Media: The Case of the Three Most Recent Olympic Games
Volume: 14, Issue: 2, Pages: 255 - 279
Published: Jun 1, 2021
Abstract
This study explored the practices and strategies of ambush marketing via social media (SM) during the 2014 Sochi, 2016 Rio, and 2018 PyeongChang Olympic Games. An observational netnography method was adopted to investigate direct industry competitors’ (of the Olympic sponsors) use of SM for the purpose of ambush marketing during the 2014, 2016, and 2018 Games. Data were gathered from the official Twitter accounts of 15 direct industry...
Paper Details
Title
Ambush Marketing Via Social Media: The Case of the Three Most Recent Olympic Games
Published Date
Jun 1, 2021
Volume
14
Issue
2
Pages
255 - 279
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