Benoît Séguin
Biographic Data
| ID | 6735304 |
|---|---|
| NAME | Benoît Séguin |
| GIVEN NAMES | Benoît |
| FAMILY NAME | Séguin |
| SIGNATURE | SEGUÍN B |
| AFFILIATIONS | University of Ottawa |
| ORCID | 0000-0002-4988-0470 |
| VERIFIED | Yes |
| TOTAL WORKS | 4 |
| TOTAL CITATIONS | 7 |
| WORKS AS AUTHOR | 4 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2012 |
| LATEST PUBLICATION YEAR | 2021 |
| H-INDEX | 1 |
Ambush Marketing Via Social Media
This study explored the practices and strategies of ambush marketing via social media (SM) during the 2014 Sochi, 2016 Rio, and 2018 PyeongChang Olympic Games. An observational netnography method was adopted to investigate direct industry competitors’ (of the Olympic sponsors) use of SM for the purpose of ambush marketing during the 2014, 2016, and 2018 Games. Data were gathered from the official Twitter accounts of 15 direct industry competitors…
Social Media in Relationship Marketing
This study aims to obtain an in-depth understanding of the use, opportunities, and challenges related to social media (SM) in achieving relationship marketing (RM) goals in professional sport. Semistructured interviews were conducted with 26 managers of professional sport teams from the four major leagues in North America. Results outline the platforms adopted, the six intended objectives of SM use, the seven opportunities SM provides, and the se…
Le marketing olympique
Olympic Marketing
The Olympic Games have become the definitive sports event, with an unparalleled global reach and a remarkably diverse constituency of stakeholders, from the IOC and International Federations to athletes, sponsors and fans. It has been estimated, for example, that 3.6 billion people (about half of the world population) watched at least one minute of the Beijing Games in 2008 on television. The driving force behind the rise of the modern Olympics h…
Social Media in Relationship Marketing
This study aims to obtain an in-depth understanding of the use, opportunities, and challenges related to social media (SM) in achieving relationship marketing (RM) goals in professional sport. Semistructured interviews were conducted with 26 managers of professional sport teams from the four major leagues in North America. Results outline the platforms adopted, the six intended objectives of SM use, the seven opportunities SM provides, and the se…
Le marketing olympique
Olympic Marketing
The Olympic Games have become the definitive sports event, with an unparalleled global reach and a remarkably diverse constituency of stakeholders, from the IOC and International Federations to athletes, sponsors and fans. It has been estimated, for example, that 3.6 billion people (about half of the world population) watched at least one minute of the Beijing Games in 2008 on television. The driving force behind the rise of the modern Olympics h…
Social Media in Relationship Marketing
This study aims to obtain an in-depth understanding of the use, opportunities, and challenges related to social media (SM) in achieving relationship marketing (RM) goals in professional sport. Semistructured interviews were conducted with 26 managers of professional sport teams from the four major leagues in North America. Results outline the platforms adopted, the six intended objectives of SM use, the seven opportunities SM provides, and the se…
Ambush Marketing Via Social Media
This study explored the practices and strategies of ambush marketing via social media (SM) during the 2014 Sochi, 2016 Rio, and 2018 PyeongChang Olympic Games. An observational netnography method was adopted to investigate direct industry competitors’ (of the Olympic sponsors) use of SM for the purpose of ambush marketing during the 2014, 2016, and 2018 Games. Data were gathered from the official Twitter accounts of 15 direct industry competitors…
Business (4 works) · Sport and Mega-Event Impacts (4 works) · Computer Science (2 works) · Management (2 works) · Marketing (2 works) · Marketing (2 works) · Marketing management (2 works) · Olympics (2 works) · Political science (2 works) · Relationship marketing (2 works)