SPONSORING, BRAND VALUE AND SOCIAL MEDIA

SPONSORING, BRAND VALUE AND SOCIAL MEDIA

The increasing involvement of individuals in social media over the past decade has enabled firms to pursue new avenues in communication and sponsoring activities. Besides general research on either social media or sponsoring, questions regarding the consequences of a joint activity (sponsoring activ...

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Bibliographic Details
Main Authors: Alexander Zauner, Monika Koller, Matthias Fink
Format: Article
Language:English
Published: Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo 2012-10-01
Series:RAE: Revista de Administração de Empresas
Subjects:
Social media
brand value
sponsoring
heterogeneity
celebrity endorser
Online Access:http://rae.fgv.br/sites/rae.fgv.br/files/artigos/10.1590_0034-7590201200600008_0.pdf

Internet

http://rae.fgv.br/sites/rae.fgv.br/files/artigos/10.1590_0034-7590201200600008_0.pdf

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