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Keywords: Fan consumption behavior
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2025) 26 (2): 325–342.
Published: 29 July 2024
...Min Jin Park; J. Lucy Lee Purpose The purposes of the paper were (1) to examine the primary motives for owning sports NFTs and (2) to investigate their influence on fan consumption behavior toward sports teams for NFT-holders and non-holders and to examine whether any difference between NFT...
