... for contemporary classification criteria and fan typologies that take the complexity and heterogeneity of fans into account and draw a more differentiated picture of fans and sub-groups. Design/methodology/approach Based on the grounded theory methodology and a systematic literature review on stakeholder...

... for consuming social media. Design/methodology/approach Qualitative content analysis of a sample of 1,502 tweets by London 2012 Olympic and Paralympic Games sponsors posted between January 2011 and September 2012 was used to develop the typology of sponsorship-linked Twitter content. Findings From...