Research question The number of studies dealing with digital innovation in sport marketing
has increased rapidly in recent years. These studies address the global phenomenon of …

Sponsorship of sports, arts or events can be a powerful form of marketing communication for
businesses and organizations. This new edition of Sponsorship in Marketing introduces the …

Purpose The aim of this study is to identify organisational capabilities (OC) for a successful
digital transformation (DT) and associated structures of internal teams to orchestrate and …

Purpose The purpose of this paper is to study virtual resistance towards the introduction of
Norway's first professional eSport league in the category of sport video games (SVGs) …

This study aimed to analyze the way Twitter is used by international sport federations (ISFs)
to interact and engage with their followers. A content analysis of 5,389 online messages …

Purpose The purpose of this study was to examine the effectiveness of social media
strategies of sport organizations when an unexpected absence of relevant content occurs …

Purpose Using uses and gratifications theory as a guide, the purpose of this paper is to
examine how fans are engaging with Major League Baseball (MLB) teams that are utilizing …

This study employs thematic content analysis to explore how the content source (brand vs.
brands in collaboration with celebrities), content type (informative, social, and entertaining) …

Purpose This study aims to understand the impact of content orientation, media type, and
information richness on fan engagement in multi-sport global events. Design/methodology …

Purpose Building on the findings of previous related literature, this paper adopts the uses
and gratifications (U&G) theory to analyze how social media users engage with content …