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Keywords: Typology
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Journal Articles
Football fans and stakeholder theory – A qualitative approach to classifying fans in Germany
Available to Purchase
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2021) 11 (5): 598–619.
Published: 04 August 2021
... 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...
Journal Articles
Social media-based sponsorship activation – a typology of content
Available to Purchase
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2017) 7 (3): 293–314.
Published: 10 July 2017
... 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...
