Set the agenda like Beckham : a professional sports league's use of YouTube to disseminate messages to its users

Matthew H. Zimmerman, Galen E. Clavio and Choong Hoon Lim

Year of publication:	2011
Authors:	Zimmerman, Matthew H. ; Clavio, Galen E. ; Lim, Choong Hoon
Published in:	International journal of sport management and marketing : IJSMM. - Olney, Bucks. : Inderscience Enterprises, ISSN 1475-8962, ZDB-ID 2194292-4. - Vol. 10.2011, 3/4, p. 180-195
Subject:	you tube \| David Beckham \| Sportorganisation \| Sport organization \| Fußball \| Football \| Beziehungsmarketing \| Relationship marketing \| Social Web \| Social web \| Digitale Plattform \| Digital platform

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