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Keywords: Athletic performance
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2022) 23 (2): 259–277.
Published: 04 October 2021
... and mediation effects were examined, and a multigroup analysis was used to test the existence of significant differences between groups. Findings The motivation to engage with sports celebrities' social media platforms transcends athletic performance and is positively related with the marketable lifestyle...
