An examination of the attitudes of sports advertisers toward the use and viability of the World Wide Web as a profitable tool for advertising sports.

• Main Author: Toh, Edmund Kok Choon.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Theses and Dissertations
• Published: 2008
• Subjects: DRNTU::Business::Marketing; DRNTU::Social sciences::Communication::Promotional communication
• Online Access: http://hdl.handle.net/10356/2019
• Institution: Nanyang Technological University

The objectives of this study were to take a “snapshot” of the online sports industry to determine the degree to which companies are committed to online sports sites and to identify the revenue models used by online sports advertisers and to determine the perceived viability of each model.