...Xianying Feng; David O'Byrne; Michael Naylor; Yiyang Zhang Purpose The aims of this study were to explore how the four tennis Grand Slams use social media to build relationships. Design/methodology/approach We conceptualised Relationship Marketing (RM) as a sport organisation's broad strategy...

...Rebecca M. Achen Purpose Research in sport has examined the use of social media by organizations and athletes, but little research has assessed the effectiveness of social media marketing, especially in terms of relationship-building. When relationship marketing is used as a framework for using...