Research question The number of studies dealing with digital innovation in sport marketing
has increased rapidly in recent years. These studies address the global phenomenon of …

The study integrated the social identity theory and the uses and gratification theory in
probing factors behind the stickiness of audience to podcast programs, mainly in the two …

23 Page 1 23 Uses and Gratifications Carolyn A. Lin Cleveland State University Earlystudy:
Herta Herzog(1940). “Professor Quiz: Agratification study" in Paul F. Lazarsfeld, ed. Radio and …

The mobile applications (apps) industry is evolving and uptake all possible fields of life and
activity, for example, reservations, gaming, gambling, paying bills, ordering tickets …

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 …

Fans are a central entity in the sport ecosystem, and their importance in the sport value
chain needs no emphasis. Despite extensive scholarly work around fans in sport …

Purpose To extend research into sport consumer behaviors related to online sports betting,
this study is designed to identify and examine the relationship between online sports betting …

This thesis advances the understanding of parasocial Interaction (PSI) and parasocial
relationship (PSR), which are critical for understanding consumer behaviour in media …

The popularity and acceptance of mobile shop** apps have surged widely due to mobile
technology advancement and the COVID-19 outbreak. Retaining customers would be …

Sport is a global product which many people worldwide enjoy playing, watching, and
participating in. Besides good media coverage of sports events (Olympic Games, tennis …