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Journal Articles

Effectiveness of esports sponsor advertising: analyzing screen placement, sponsor type and match period in esports events with eye-tracking

Shang-Chun Ma, Hung Yi, Chia-Liang Tsai, Wooyoung (William) Jang, Kevin Byon

International Journal of Sports Marketing and Sponsorship 1–22.

https://doi.org/10.1108/IJSMS-06-2025-0287

Published: 28 October 2025

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Journal Articles

Spectators’ adaptation to health-related risk: the moderating role of team identification and past spectating experience

Shang Chun Ma, Kevin Byon, Shang Min Ma

International Journal of Sports Marketing and Sponsorship (2025) 26 (5): 906–928.

https://doi.org/10.1108/IJSMS-06-2024-0144

Published: 11 March 2025

View article titled, Spectators’ adaptation to health-related risk: the moderating role of team identification and past spectating experience

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