Abstract
This article had two primary goals. The first goal was to update the previous study regarding the content analysis of Sport Marketing Quarterly (SMQ) by Peetz and Reams (2011). The second aim was to compare the prior review results by adding an in-depth analysis focusing on unique aspects by integrating three methods. Two hundred and seven articles published between 2012 and 2022 in SMQ were analyzed using bibliometric and content analysis and the paradigm funnel. Th e conceptual structure map of keywords is expressive of four clusters, while the co-citation analysis points to three. Media consumption, motives, social media, fan engagement, ticket sales, and brand management are some niche and emerging topics that may be discussed and noticed. In addition, satisfaction and corporate social responsibility are trending topics in SMQ. Last, this study offers a snapshot of the gaps, which outlines future directions for sport marketing studies in SMQ.
Subject
Marketing,Strategy and Management,Tourism, Leisure and Hospitality Management
Cited by
1 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献