scholarly journals 'Ambush marketing': ¿anuncios parasitarios o emboscadas publicitarias?

COMeIN ◽  
2013 ◽  
Author(s):  
Silvia Sivera
Keyword(s):  
Ambush Marketing

Entre las prácticas de publicidad alternativa, el controvertido marketing de emboscada (en inglés, ambush marketing) se ha asociado fundamentalmente a la intromisión de marcas en grandes acontecimientos deportivos o culturales, al margen de la oficialidad de patrocinios costosos. Sin embargo, también se empieza a vincular con acciones publicitarias entendidas como auténticos ataques por sorpresa.

Consumer attitudes towards ambush marketing

2015 ◽  
Vol 18 (2) ◽  
pp. 280-290 ◽  
Author(s):  
Geoff Dickson ◽  
Michael Naylor ◽  
Sean Phelps
Keyword(s):  
Consumer Attitudes ◽  
Ambush Marketing

Event-specific ambush marketing legislation for mega-sporting events: an economics perspective

2015 ◽  
Vol 16 (5) ◽  
pp. 20-35 ◽  
Author(s):  
Steve McKelvey ◽  
Neil Longley
Keyword(s):  
Economic Theory ◽  
Free Speech ◽  
Social Cost ◽  
Sporting Events ◽  
Trademark Law ◽  
Ambush Marketing ◽  
Areas Of Concern

The bid process for hosting mega global sporting events mandates the enactment of event-specific ambush marketing legislation that provides extraordinary trademark law protections for private sports organisations and their official sponsors. Such event-specific ambush marketing legislation, or ESAML, has come under increasing scrutiny by academics and practitioners who question, among other things, the need for such legislation. One of the major areas of concern has become the potential social cost of such legislation that includes restrictions on free speech and curbs on marketplace competition. We apply economic theory as a means to explain why governments have been so willing to enact such legislation.

Exploring user sentiment towards sponsorship and ambush marketing

2019 ◽  
Vol 20 (4) ◽  
pp. 583-602 ◽  
Author(s):  
Nick Burton
Keyword(s):  
Social Media ◽  
Sentiment Analysis ◽  
Value Added ◽  
Statistical Modelling ◽  
Consumer Attitudes ◽  
Content Type ◽  
Event Marketing ◽  
Ambush Marketing ◽  
Ethics Research ◽  
Twitter Users

Purpose The purpose of this paper is to explore consumer attitudes towards ambush marketing and official event sponsorship through the lens of sentiment analysis, and to examine social media users' ethical responses to digital event marketing campaigns during the 2018 FIFA World Cup. Design/methodology/approach The study employed a sentiment analysis, examining Twitter users’ utilization of sponsor and non-sponsor promotional hashtags. Statistical modelling programme R was used to access Twitter’s API, enabling the analysis and coding of user tweets pertaining to six marketing campaigns. The valence of each tweet – as well as the apparent user motivation underlying each post – was assessed, providing insight into Twitter users’ ethical impressions of sponsor and ambush marketer activities on social media and online engagement with social media marketing. Findings The study’s findings indicate that consumer attitudes towards ambush marketing may be significantly more positive than previously thought. Users’ attitudes towards ambush marketing appear significantly more positive than previously assumed, as users of social media emerged as highly responsive to creative and value-added non-sponsor campaigns. Originality/value The findings affirm that sentiment analysis may afford scholars and practitioners a viable means of assessing consumer attitudes towards social marketing activations, dependent upon campaign objectives and strategy. The study provides a new and invaluable context to consumer affect and ambush ethics research, advancing sponsorship and ambush marketing delivery and social sponsorship analytical practice.

Exploring newsjacking as social media–based ambush marketing

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nicholas Burton ◽  
Cole McClean
Keyword(s):  
Social Media ◽  
Structural Characteristics ◽  
Marketing Research ◽  
Sport Marketing ◽  
Media Analysis ◽  
Sporting Events ◽  
Content Type ◽  
Strategic Intent ◽  
Ambush Marketing ◽  
Winter Olympic Games

PurposeThis study explores the use of event-related promotional hashtags by non-sponsors as a form of social ambushing, akin to newsjacking, as potential means of ambushing major events and the potential challenges facing commercial rights holders.Design/methodology/approachFramed within the context of the 2018 PyeongChang Winter Olympic Games, the present research takes a descriptive analytical approach to social media analysis. Social media data were accessed from Twitter's API across a six-week Games period and subsequently coded and categorized based upon strategic intent, content and key structural characteristics. A quantitative analysis of Tweet distribution, frequency and buzz was then conducted, providing insight into the impacts and effects of social ambushing via newsjacking.FindingsImportantly, the study's findings suggest that whilst newsjacking by non-sponsors throughout the Games was pervasive, the potential reach and impact of such social ambushing may be limited. Non-sponsoring firms primarily adopted Games hashtags for behavioural or diversionary means, however consumer response to such attempts was minimal. These findings offer renewed perspective for scholars and practitioners on social ambushing and ambush marketing interventionism.Originality/valueThis research provides an important investigation into the manifestations and potential implications of social ambushing and illustrates the potential for brands to newsjack sporting events through unauthorized hashtag usage, necessary advances in sport marketing research.

Ambush marketing and the Olympic and Paralympic Marks Act: a national sponsor perspective

2019 ◽  
Vol 19 (3/4) ◽  
pp. 184 ◽  
Author(s):  
Dana Ellis ◽  
Philippe Patry ◽  
Benoit Séguin ◽  
Norm O' ◽  
N.A. Reilly
Keyword(s):  
Ambush Marketing
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