The impacts of fans’ attachment, sincerity and social media usage on attitude toward sports sponsorship

• Main Authors: Yunos, Mohd Naufal, Zanuddin, Hasmah, Cheong, Jadeera Phaik Geok
• Format: Article
• Published: Blue Eyes Intelligence Engineering & Sciences Publication 2019
• Subjects: GV Recreation Leisure; Communication. Mass media; QA75 Electronic computers. Computer science
• Online Access: http://eprints.um.edu.my/22954/; https://www.ijrte.org/wp-content/uploads/papers/v8i2S/B10490782S19.pdf
• Institution: Universiti Malaya

Sport communication entails a strategic mechanism in gaining an audience and loyal supporter for sportsmen fan. The objective of this article is to provide insight towards fan attachment through social media and sponsorship on mindsets about sponsor and plans to acquire products of the sponsor. Data...