My recent research entitled “Ambush marketing by athletes on social media during the 2020 Tokyo Olympic Games: A cross-cultural examination of eight nations” has been published in Sport Marketing Quarterly.

In this research, we analyzed 9,387 Instagram posts made by athletes (622 representatives from eight countries) who participated in the Tokyo Olympic Games. We conducted an international comparison focusing on whether the posted photos constituted “ambush marketing.”

Special thanks to my co-author, Dr. Andrea N. Geurin (Professor at New York University), Dr. Natasha T. Brison (Associate Professor at the University of South Carolina), Dr. Lauren M. Burch (Senior Lecturer at Loughborough University), and Dr. Nicholas M. Watanabe (Associate Professor at the University of South Carolina).

Ambush Marketing by Athletes on Social Media During the 2020 Tokyo Olympic Games: A Cross-Cultural Examination of Eight Nations | FiT Publishing