Vasili Mankevich

University of Umea

Samhallsvetarhuset, Plan 2

Umea University

Umeå, SE 901 87

Sweden

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Scholarly Papers (1)

1.

Why Zlatan Ibrahimović is Bigger Than Manchester United: Investigating Digital Traces in Co-branding Processes on Social Media Platforms

In: Proceedings of the 52nd Hawaii International Conference on System Sciences (pp. 2729-2738), ISBN: 978-0-9981331-2-6
Number of pages: 11 Posted: 12 Feb 2019
Vasili Mankevich, Jonny Holmström and Ian P. McCarthy
University of Umea, University of Umea and Simon Fraser University (SFU) - Beedie School of Business
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Abstract:

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Zlatan Ibrahimović, Manchester United, social media, co-branding, sports marketing, text analysis, emoticon analysis, instagram, sentiment analysis, emotional analysis