New Challenges in Sponsorship Evaluation Actors, New Media, and the Context of Praxis

Autor:	Alan McCormack, Damien McLoughlin, Tony Meenaghan
Rok vydání:	2013
Předmět:	Marketing Praxis business.industry media_common.quotation_subject Stakeholder ComputingMilieux_LEGALASPECTSOFCOMPUTING Context (language use) Public relations New media Social media Performance measurement business Psychology Applied Psychology media_common
Zdroj:	Psychology & Marketing. 30:444-460
ISSN:	0742-6046
DOI:	10.1002/mar.20618
Popis:	This paper seeks to address a number of changes taking place in sponsorship, which have implications for performance measurement. One such change is the extent to which major sponsors now view sponsorship more holistically and strategically as a platform to address the entire range of stakeholder groups enabled by sponsorship. A second challenge involves the increased usage of social media in sponsorship and its capacity to engage and connect with sponsorship audiences. Both of these changes represent important challenges for the evaluation of sponsorship effects. These challenges are considered against the backdrop of key principles regarding evaluation and the current state of industry practice with regard to sponsorship evaluation.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::0835b2bf9aff812660e872b6f90e4dc1 https://doi.org/10.1002/mar.20618 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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