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Keywords: Newsjacking
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Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2021) 11 (2): 143–163.
Published: 02 September 2020
...Nicholas Burton; Cole McClean Purpose This study explores the use of event-related promotional hashtags by non-sponsors as a form of social ambushing, akin to newsjacking, as potential means of ambushing major events and the potential challenges facing commercial rights holders. Design...
