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Keywords: Digitalization
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Journal Articles
International Journal of Sports Marketing and Sponsorship 1–17.
Published: 20 April 2026
... to engage younger audiences and adapt to the digitalization of sport. Drawing on Social Exchange Theory and Legitimacy Theory, this study investigates support for the OEG in Innsbruck (Austria) – a former winter Olympic games (WOG) host city – addressing how demographics, trust in institutions and attitudes...
Includes: Supplementary data
Journal Articles
International Journal of Sports Marketing and Sponsorship (2025) 26 (1): 22–36.
Published: 10 September 2024
...Willem Standaert; Elena Mazurova Purpose This study aims to identify how the use of digital technology for performance and commercial aspects of action sports can both create and destruct value. Design/methodology/approach Exploratory research based on 30 interviews with coaches, athletes...
