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Using the context of Rio Olympic games, the purpose of this paper is to investigate attitude toward sponsorship outcome as it relates to purchase behavior, gender, sponsor patronage, sports enthusiasm, and social media consumption.

Data were collected using an online survey of 265 participants. Questions regarding demographics, viewing habits, sports participation, enthusiasm, attitude toward Olympic events were included in the survey. The four sub-scales were sponsorship attitude, sponsor patronage, social media consumption, and sports enthusiasm.

The findings of the study showed that social media consumption is positively related to attitude toward event and sports patronage. There was a significant gender difference on attitude toward event, social media consumption, and sports enthusiasm. Predictors for making a purchase as a result of seeing a social media advertisement were gender, playing competitive sport, and social media consumption.

This study will add to the body of academic and practitioner research on sponsorship outcomes, and provides an opportunity for marketers to leverage social media networks for sponsorship communication.

As the use of social media networks has increased over the past few years, no previous study has investigated association of sports enthusiasm, gender, or social media consumption toward sponsor patronage which relates to consumers seeking out sponsors and being influenced to make a purchase as a result of marketing communication of sponsors.

The explosive growth of e‐commerce has resulted in organizations sharing data over the Internet with other Netcentric organizations. Advances in telecommunications and networked applications are forcing dramatic changes in corporate functions, such as supply chain management, enterprise resource planning and customer relationship management. Online transactions with business partners and customers has prompted e‐businesses to re‐evaluate their security strategy, to avoid network downtime and being unable to connect to upstream partners and suppliers. Presence of a robust security architecture is essential to the success of netcentric organizations. Public key infrastructure (PKI) is one such technology that may offer benefits to Netcentric organizations, being a system of services, technology, protocols and standards that can be used as a solution for providing secure transactions. There are many factors that make PKI implementation difficult. This paper provides an overview of PKI technology, insight into challenges, as well as impact of implementing PKI in Netcentric organizations.

The importance of foreign aid cannot be overstated.¹ Unprecedented integration of the world economy in recent years has brought the issue of poverty back in the policy debate at the international level. Some of the recent initiatives such as the United Nation's Millennium Development Goals and the report by the Africa Commission (set up by the British Prime Minister Tony Blair) which was discussed at length at G8 meetings, recognize this fact. The analysis of foreign aid is however fraught with controversies and paradoxes. This applies to both the theoretical and the empirical literature. There are two broad strands in the literature. First, in international trade theory, researchers have examined the welfare effects of foreign aid and, in particular, if aid can be donor-enriching and recipient-immiserizing – the so-called Transfer Paradox.² The main mechanism here is via changes in the international terms of trade. The primary benefit (loss) to the recipient (donor) can be offset by a secondary loss (gain) because of deterioration (improvement) in the international terms of trade. More recently, a number of studies have examined the possibility of strictly Pareto improving foreign aid, i.e., situations where both the donor and the recipient are better off as a result of the transfer.