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1-6 of 6
Keywords: Blockchain
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2026) 27 (6): 16–35.
Published: 02 December 2025
... be seen at Link to the terms of the CC BY 4.0 licence . Blockchain Fan tokens Sports management TAM model Perceived financial value Social influence Trust Brand love Brand engagement Purchase intention e-WOM This work was financially supported by UID/04058/2025- Research Unit...
Journal Articles
Application of machine and deep learning techniques on sport non-fungible token tweets: exploration of perceived values and risks
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2025) 26 (4): 862–883.
Published: 24 June 2025
... 12 03 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Artificial intelligence Natural language processing User-generated content Blockchain Machine learning Self-determination theory Non-fungible tokens (NFTs) represent...
Journal Articles
Contesting fan tokens under crypto-capitalism: how sport NFT furthers the hypercommodification of fandom
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International Journal of Sports Marketing and Sponsorship (2025) 26 (2): 254–272.
Published: 19 February 2024
... on the responsible use of cryptocurrency/NFT in sport. Chen Chen can be contacted at: cchen@uconn.edu 31 03 2023 10 09 2023 19 11 2023 31 01 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Blockchain Critical theory...
Journal Articles
Implementing trades of the National Football League Draft on blockchain smart contracts
Available to PurchaseMathew B. Fukuzawa, Brandon M. McConnell, Michael G. Kay, Kristin A. Thoney-Barletta, Donald P. Warsing
International Journal of Sports Marketing and Sponsorship (2024) 25 (2): 330–359.
Published: 12 January 2024
...Mathew B. Fukuzawa; Brandon M. McConnell; Michael G. Kay; Kristin A. Thoney-Barletta; Donald P. Warsing Purpose Demonstrate proof-of-concept for conducting NFL Draft trades on a blockchain network using smart contracts. Design/methodology/approach Using Ethereum smart contracts, the authors...
Journal Articles
Hype or opportunity? Tokenization as engagement platform in sport marketing
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International Journal of Sports Marketing and Sponsorship (2023) 24 (4): 722–736.
Published: 27 April 2023
... by means of a case study applying a multi-method approach combining document analyses and semi-structured interviews with sport management, sport club fans and blockchain experts. Findings Governance tokens indeed foster fan engagement by including fans in decision-making processes. The engagement...
Journal Articles
Netizens' behavior towards a blockchain-based esports framework: a TPB and machine learning integrated approach
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International Journal of Sports Marketing and Sponsorship (2022) 23 (4): 665–683.
Published: 07 December 2021
...Jitendra Yadav; Madhvendra Misra; Nripendra P. Rana; Kuldeep Singh; Sam Goundar Purpose Based on the concepts confined in Ajzen's theory of planned behavior (TPB), this study investigates users' attitudes towards adoption of a blockchain-based framework in the esports industry that proposes...
