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

explore the strategies and practice of ambush marketing on SM platforms of direct industry competitors’ (DICs) of the Olympic sponsors, if any, over the three most recent Games. The study, specifically, focuses on the 2014 Sochi, the 2016 Rio, and the 2018 PyeongChang Olympic Games. DICs of the Olympic