Results 271 to 280 of about 493,609 (335)

Sponsorship and social justice: brand positioning on diversity and inclusion in sport marketing during the 2020 UEFA European football championship

International Journal of Sports Marketing & Sponsorship, 2023
PurposeContextual changes in communications, social activism and perceptions of commercialization have changed the dynamics in sponsorship. This paper investigated the patterns in sponsorship and social justice within the context of a major sports event ...
Remco M. Beek, Jo Van Hoecke, Inge Derom
semanticscholar   +1 more source

Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure

, 2020
This study investigates the effects of influencer advertising attributes on consumer responses via multiple motive inference processing. Influencer-product congruence and sponsorship disclosure are manipulated as independent variables.
Do Yuon Kim, Hye-young Kim
semanticscholar   +1 more source

Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post

Journal of Global Fashion Marketing, 2020
Despite the increasing interest in celebrity influencers as a marketing communication tool, much remains to be explored to understand how influencer credibility combined with brand credibility affects consumers’ perception toward the influencer ...
Susanna S. Lee, Eunice Kim
semanticscholar   +1 more source

Sport sponsorship as a booster for customer engagement: the role of activation, authenticity and attitude

International Journal of Sports Marketing & Sponsorship, 2022
PurposeIn marketing research, it is widely acknowledged that customer engagement leads to higher reputation, lower costs and increased revenues for firms. However, there are still open questions on how sport sponsorship can drive customer engagement.
Jan Schönberner, Herbert Woratschek
semanticscholar   +1 more source

Suturing the gender gap through sponsorship: The role of sponsorship in female entry and advancement through their surgical careers.

American Journal of Surgery, 2022
BACKGROUND Sponsorship promotes female entry and advancement through the surgical field, and can mitigate gender inequities that persist in the surgical field. METHODS 35 women in surgery, including 14 surgeons, 11 residents, and 10 fourth-year medical
Geetha Mahendran, E. Walker, Mackenzie P Bennett, Amy Y Chen   +3 more
semanticscholar   +1 more source

Influencer marketing: sponsorship disclosure and value co-creation behaviour

Marketing Intelligence & Planning, 2022
PurposeThis study aims to investigate the relationships between sponsorship disclosure, influencer type and audience value co-creation behaviour in influencer marketing.Design/methodology/approachThis study explores audience value co-creation behaviour ...
Y. Bu, Joy Parkinson, Park Thaichon
semanticscholar   +1 more source

The mechanism of social media marketing: influencer characteristics, consumer empathy, immersion, and sponsorship disclosure

International Journal of Advertising, 2021
Recently, influencer marketing and sponsorship activities have been crucial in marketing communication. This paper explores the relationship between influencers’ characteristics (i.e., centrality and trustworthiness), the efficacy of social media posting
Nayoung Jung, Subin Im
semanticscholar   +1 more source

Strategic sport sponsorship management – A scale development and validation

Journal of business research, 2021
Despite the significant increment in sport sponsorship and the affirmation of its strategically vital nature, extant research has confined its focus to narrow strategic goals, which organizations plan to accomplish from their sponsorship actions ...
K. Koronios, D. Vrontis, A. Thrassou
semanticscholar   +1 more source

The effect of influencer–product fit on advertising recognition and the role of an enhanced disclosure in increasing sponsorship transparency

, 2020
Many brands are now working on Instagram to promote, showcase their products and services, and benefit from the potentialities of Influencer Marketing. A detailed investigation of the effects of Instagram influencer advertising on the influencer-related ...
Roberta De Cicco, Serena Iacobucci, S. Pagliaro   +2 more
semanticscholar   +1 more source

#Sponsored: A Systematic Literature Review and Theoretical Framework of Gambling Sponsorship Research

Journal of Advertising
This systematic review of research on gambling sponsorship provides insight into the current state of the art of gambling sponsorship research, a theoretical framework for understanding the mechanisms underlying gambling sponsorship’s effects, and a ...
S. De Jans, L. Hudders, B. Constandt
semanticscholar   +1 more source