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...
| Main Authors: | , , |
|---|---|
| Format: | Others |
| Language: | en |
| Published: |
Fundação Getulio Vargas
2012
|
| Subjects: | |
| Online Access: | http://epub.wu.ac.at/5009/1/Zauner_etal_2012_RAE_Sponsoring%2Dbrand%2Dvalue.pdf |