Keywords: Enthusiasm
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (8): 2578–2598.
Published: 14 February 2025
... two dimensions of affective engagement (i.e. dedication and enthusiasm), which, in turn, led to esports continuance intention. Originality/value This study demonstrates the power of the U&G theory in identifying different gratifications associated with esports. Furthermore, by using a mixed...

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