International Journal of Sport Management and Marketing (IJSMM)

International Journal of Sport Management and Marketing

2011 Vol.10 No.3/4

Special Issue on Sport Marketing and Emerging Technology

Guest Editors: Dr. Stephen Ross and Dr. Patrick Walsh

Pages Title and author(s)
161-179'It's incredible – trust me': exploring the role of celebrity athletes as marketers in online social networks
Marion E. Hambrick; Tara Q. Mahoney
DOI: 10.1504/IJSMM.2011.044794
180-195Set the agenda like Beckham: a professional sports league's use of YouTube to disseminate messages to its users
Matthew H. Zimmerman; Galen E. Clavio; Choong Hoon Lim
DOI: 10.1504/IJSMM.2011.044789
196-212Opportunity or obstacle? A preliminary study of professional sport organisations in the age of social media
Michelle O'Shea; Abel Duarte Alonso
DOI: 10.1504/IJSMM.2011.044790
213-231Agenda-setting and La Copa Mundial: marketing through agenda-setting on soccer blogs during the 2010 World Cup
Lauren M. Burch; Evan L. Frederick; Matthew H. Zimmerman; Galen E. Clavio
DOI: 10.1504/IJSMM.2011.044791
232-256Beyond touchdowns, homeruns, and three-pointers: an examination of fantasy sport participation motivation
Brody J. Ruihley; Robin L. Hardin
DOI: 10.1504/IJSMM.2011.044792
257-271Understanding website useability: an eye-tracking study of the Vancouver 2010 Olympic Games website
B. Christine Green; Nicholas Murray; Stacy Warner
DOI: 10.1504/IJSMM.2011.044793
272-285New media and technology use in corporate sport sponsorship: performing activational leverage from an exchange perspective
Windy Dees
DOI: 10.1504/IJSMM.2011.044795
286-305A content analysis of sponsor representation across professional sport websites: extension of attribute typology
David Berardone; Sheila Nguyen; Paul Turner
DOI: 10.1504/IJSMM.2011.044803