An exploration of digital rhetoric in a social network environment

摘要: This article explores the use of digital rhetoric in a social network environment with view to obtaining greater insight into how traditional may be applied. In this article, refers persuasive communication different electronic formats. The focuses on an inductive logos technique used popular microblogging site promote 2011 Rugby World Cup event held New Zealand. Sport readily lends itself viral spread information by means word mouth (eWOM) because it generates excitement among sport enthusiasts. Big sporting events thus provide ideal medium for marketers sports marketing tools communicate messages regarding large target audience. findings study which is based shed more light and can also serve as heuristic tool other researchers analysing sports-marketing environments.