Athletes as ambush marketers? An examination of Rule 40 and athletes’ social media use during the 2016 Rio Olympic Games
Research question: Ambush marketing occurs at all major sporting events, and Rule 40 of the Olympic Charter is designed to prevent ambush marketing tactics during the Olympic Games, restricting what content athletes can post on social media about non-Olympic sponsors. Utilizing ambush marketing as a...
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| Main Authors: | , |
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| Format: | Default Article |
| Published: |
2020
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| Subjects: | |
| Online Access: | https://hdl.handle.net/2134/11897901.v1 |
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