DigitalCommons@Kennesaw State University - Atlantic Marketing Association Proceedings: Sponsorship-Linked Marketing: Using Social Media Brand Affinity Data to Determine Sport Sponsorship Effectiveness

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Sports Marketing

Title

Sponsorship-Linked Marketing: Using Social Media Brand Affinity Data to Determine Sport Sponsorship Effectiveness

Presenter Information

Daniel White, University of AlabamaFollow
Corey White, Beeson Divinity SchoolFollow
Darin White, Samford UniversityFollow

Keywords

sponsorships, digital marketing, social media marketing, activation, fan behavior

Document Type

Proceedings Abstract

COinS

Sponsorship-Linked Marketing: Using Social Media Brand Affinity Data to Determine Sport Sponsorship Effectiveness

http://digitalcommons.kennesaw.edu/ama_proceedings/2017/SPORTSMKTG_T17