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Keywords: AI adoption
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Journal Articles
Understanding the factors that drive AI adoption among sports consumers – an extended TAM perspective
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2026) 27 (1): 174–198.
Published: 11 September 2025
... must reinforce emotional team connections while respecting traditional fan experiences to foster engagement, loyalty and broad-based adoption. Originality/value This study contributes to contemporary research by assessing AI adoption in the sports industry from a consumer perspective, integrating...
