Sanghak Lee

Sponsorship is a marketing communication tool used to increase brand awareness, brand attitudes, and sales. Sponsorship activities are realized through various media, but television has been the most important medium to deliver these activities to sport fans. More recently, however, the importance of television has been challenged via the widespread use of smartphones (i.e., second screen). Media multitasking (e.g., using a smartphone while watching television) has become a common phenomenon, and sponsorship exposure through television is affected. Therefore, this study examines how...Read more