Understanding sports fans' motivations by text mining #ChongWeiOurHero
Sports organisations must understand sports fans’ motivations behind their social media interactions to successfully harness it as a tool for relationship marketing. Few studies have directly analysed sports fans’ contributions on social media, and of these, most examined supporters’ contributions b...
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| Format: | Final Year Project |
| Language: | English |
| Published: |
2017
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| Online Access: | http://hdl.handle.net/10356/70292 |
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| Institution: | Nanyang Technological University |
| Language: | English |