Is Content considered primary or secondary source? How to analyze content (textual)?
Dear Tareq,
Please read:
Spais, G. S., & Johnston, M. A. (2014). The evolution of scholarly research on sponsorship: expectations about the future of this research domain. Journal of Promotion Management, 20(3), 267-290.
Please also read:
Johnston, M. A., & Spais, G. S. (2015). Conceptual foundations of sponsorship research. Journal of Promotion Management, 21(3), 296-312.
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