Understanding sporting brands and entrepreneurship using netnography and social network analysis
(2023)
Journal Article
Fenton, A., Parry, K. D., Ahmed, W., & Chadwick, S. (2023). Understanding sporting brands and entrepreneurship using netnography and social network analysis. International Journal of Technology Transfer and Commercialisation, 20(1), 141-162. https://doi.org/10.1504/ijttc.2023.129707
Social media offers a wealth of data to help inform and enlighten SMEs on a global scale. This study aims to demonstrate that data derived from social media networks can enhance entrepreneurship in SMEs, providing tools and guidance for entrepreneurs... Read More about Understanding sporting brands and entrepreneurship using netnography and social network analysis.