Customer engagement (CE) is an emerging perspective that provides a holistic view of the
ways in which customers' interactive experiences with organizations create value for both …

All successful marketing strategies in sport or events must take into account the complex
behaviour of consumers. This book offers a complete introduction to consumer behaviour in …

Purpose Social media enables sport organizations to connect with customers in a dynamic,
ubiquitous, and timely manner. Although these organizations routinely use social media, the …

Over recent years there has been a significant increase in foreign ownership within the
English Premier League, with 'sportswashing'being identified as a key motive for some new …

Research question To better understand esports consumer demand, this study derived
topics from real-time viewer comments during live streams of two professional esports …

Purpose Social media has enhanced the ability of fans to interact with each other. Whilst
previous research investigates fan co-creation, few studies focus on the interactive effects …

Conspiracy theories arise during important societal and political events, with negative
consequences. Yet, conspiracy theories remain to be investigated in the context of sporting …

Purpose This article examines how geographic location (ie local or nonlocal) influences
fans' communicative convergence or distinctiveness in the context of an informal online fan …

Introduction Soccer fans are important stakeholders of their favored clubs; yet, although
there is manifold literature on this subject, there are still open questions concerning …

The current research explores the impact of fans' team identification on their emotional
responses towards diversity, equity and inclusion (DEI) initiatives by sporting organisations …