Hashtag activism by brand lovers : a netnographic study
Year of publication: |
2023
|
---|---|
Authors: | Carvalho, Cássia Liandra ; Barbosa, Belem |
Published in: |
International journal of sport management and marketing : IJSMM. - Genève : Inderscience Enterprises, ISSN 1740-2808, ZDB-ID 2193548-8. - Vol. 23.2023, 1/2, p. 44-61
|
Subject: | brand control | football fans | netnography | SNS | social media marketing | social network sites | sports marketing | Profisport | Professional sports | Social Web | Social web | Online-Marketing | Internet marketing | Markenführung | Brand management | Sportmarketing | Sports marketing | Fußball | Football | Konsumentenverhalten | Consumer behaviour | Webanalyse | Web analytics |
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