Ilina Arsova on Muck Rack

Ilina Arsova

As seen in: Taylor & Francis Online
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Articles

Social media analysis of sponsorship activation during the 2024 Paralympic games: a mixed methods approach

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By Anton Schulz, Irina Maljkovic Berry, Jeffrey Graham, Ilina Arsova
| Taylor & Francis Online
This study analyzed sponsorship activation strategies for the 2024 Paralympic Games by examining overarching social media strategies and content. A mixed method approach was used for this study and Instagram was the social media platform of interest to analyze global sponsors. The quantitative analysis focused on essential data including account followers and post frequency. The qualitative approach utilized thematic coding, resulting in five overarching themes.
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