Gillooly, Leah; Anagnostopoulos, Christos; Chadwick, Simon - In: Sport, Business and Management: An International Journal 7 (2017) 3, pp. 293-314
Purpose The purpose of this paper is to thematically categorise sports sponsorship-linked Twitter content and, by drawing on uses & gratifications theory, to map the extent to which these categories cohere with known user motivations for consuming social media. Design/methodology/approach...