An emerging form of social media service–livestreaming–has been increasingly adopted by
sports organizations to foster fan engagement. The National Football League (NFL) is no …

Purpose This study aims to explore how brands use brand personification techniques in real-
time marketing on social media, particularly Twitter, and examine how these techniques …

Purpose Technological innovations could allow for real-time control of sponsor exposure
during sport broadcasts to increase the capacity of sponsor messages to attract attention …

Purpose Fitness service organizations often promote the personal training service by
attributing competent features, qualifications, or/and service provision of fitness service …

Purpose This study aims to examine how and when trainers' muscle mass impacts service
purchase of personal fitness training, drawing upon signaling theory. Specifically, the …

Purpose In 2017, the National Basketball Association (NBA) became the first major
professional North American sport league to adopt jersey sponsorship. While professional …

This article had two primary goals. The first goal was to update the previous study regarding
the content analysis of Sport Marketing Quarterly (SMQ) by Peetz and Reams (2011). The …

While eSports broadcasts and advertisers try to target viewers using static virtual in-match
advertising, nearly no research regarding the subject exists. This brief communication …

Purpose Fitness service companies often promote the companies' personal training service
by attributing trainers' competent characteristics, qualifications or/and service provision to …

Social media provides a convenient platform for brand marketing of enterprises, and lays a
foundation for enterprises to enhance brand image and good consumption conversion rate …