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Ari Kim, Moonhoon Choi, and Kyriaki Kaplanidou

Residents’ support for hosting the Olympic Games is crucial for a bid to succeed in the Olympic host-city selection process. Because of the vital role of the media in framing public perceptions of Olympic bids, the purpose of this study was to examine media coverage of hosting the Olympic Games during the Olympic host-city bid process. A quantitative content analysis was conducted on newspaper articles about Pyeongchang, Korea. Pyeongchang was a candidate city for 3 consecutive bids for the Winter Olympic Games, and it finally won its latest bid to host the 2018 Games. Six hundred Korean newspaper articles were collected for analysis. The results indicated that positive, nationwide discussions of hosting the Olympic Games were presented during the successful bid. Infrastructure legacy was mentioned frequently and dominantly for both successful and unsuccessful bid periods, whereas the presence of sport-development and sociocultural-legacy themes increased in the latest, successful, bid. In addition, extensive coverage related to celebrity endorsement was found during the successful bid.

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Gashaw Abeza, Jessica R. Braunstein-Minkove, Benoit Séguin, Norm O’Reilly, Ari Kim, and Yann Abdourazakou

This study explored the practices and strategies of ambush marketing via social media (SM) during the 2014 Sochi, 2016 Rio, and 2018 PyeongChang Olympic Games. An observational netnography method was adopted to investigate direct industry competitors’ (of the Olympic sponsors) use of SM for the purpose of ambush marketing during the 2014, 2016, and 2018 Games. Data were gathered from the official Twitter accounts of 15 direct industry competitors over the three most recent Games. Despite a series of SM guidelines released by IOC for the 2014, 2016, and 2018 Games, the findings showed that the practice of ambush marketing via SM was evident during each of the Games. Direct industry competitors were found employing four specific ambush strategies, namely, associative, values, coattail, and property infringement. Theoretical and practical implications, as well as an impetus for future research, are suggested.