Now available in a fully revised and updated fourth edition, Sport Management: Principles
and Applications introduces the sport industry and examines the role of the state, non-profit …

This study deciphers the underlying mechanism by which virtual interactions influence
sports viewing on a social live streaming (SLS) platform. Survey data was collected from 741 …

Social media has become an important frontier in the sport sponsorship paradigm (Dees,
2011), offering brands a powerful mechanism to stimulate consumer engagement (Vale & …

Sport communication is defined as “a process by which people in sport, in a sport setting, or
through a sport endeavor, share symbols as they create meaning through …

Although rituals are commonplace in marketer-consumer interactions, extant research
devotes limited attention to how 'marketplace actors' or MAs (marketers and stakeholders …

The goal of this study was to address the question:'What sport marketing research has been
conducted on customer engagement on social media until now, and what could be future …

Purpose Online brand communities (OBCs) and their role in determining consumer behavior
is gathering interest of theorists and practitioners. This study examines the role of OBCs in …

Consumer purchasing behaviours have experienced a revolution from offline shopping
malls to social media Livestream during the last decade (Sorescu et al., 2011). This study …

Brand authenticity is a crucial concept in determining a continuing relationship between a
team and its fans. To better understand brand authenticity in the sport industry, this study …

Social media platforms offer a direct channel for broadcasting live content to followers,
emphasizing the immediacy of interaction. Social live-streaming services present a unique …