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Co-authors

Yongjin HwangUniversity of South CarolinaVerified email at mailbox.sc.edu
Seomgyun LeeAssistant Professor, Jeonbuk National UniversityVerified email at jbnu.ac.kr

Deokkyung Ock

Deokkyung Ock

University of South Carolina

Verified email at email.sc.edu

Sport Management Digital Consumption in Sport Esports Consumer Behavior Sensory Marketing


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The impacts of social needs and game playing type on esports consumers' positive eWOM sharing: applying the FIRO theory D Ock, Y Hwang International Journal of Sports Marketing and Sponsorship 24 (5), 967-984, 2023	3	2023
Gotta take my avatar shopping: impacts of interactive virtual shopping in esports Y Hwang, K Gupta, D Ock Internet Research, 2025		2025
Sports Viewing Experience on Social Live Streaming Services: Examination of the Impact of Live Chat and Streamer Presence on Flow. D Ock, Y Hwang, S Lee Sport Marketing Quarterly 33 (4), 2024		2024
A Mixed-Method Approach to Understand Venue Stimuli-Local Image Fit at Soccer Events: The Case of FC Cincinnati Y Hwang, T Koesters, D Ock Event Management, 2024		2024
The Effect on Color Modification of Sport Brand Logo for Purchase Intention according to Brand Familiarity HW Yang, DK Ock, SM Song, CH Lim 한국체육과학회지 29 (6), 423-446, 2020		2020

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