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1-2 of 2
Keywords: Fan engagement
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Journal Articles
Corporate social responsibility interactivity and fan loyalty: exploring value-in-use in digital sports communities
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2026) 27 (1): 154–173.
Published: 12 September 2025
... positively influenced team identification and fan engagement via value-in-use. Furthermore, value-in-use played a mediating role in enhancing behavioral loyalty through its impact on team identification and fan engagement. Originality/value This study contributes to understanding digital CSR strategies...
Journal Articles
The moderating effect of fan engagement on the relationship between fan knowledge and fan co-creation in social media
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2023) 24 (4): 606–622.
Published: 30 January 2023
... modelling was applied to test the research model. Findings The results showed that fan knowledge facilitates fan co-creation, which in turn leads to team identification. Additionally, fan engagement had a moderating effect on the mediating role of fan co-creation in the association between fan knowledge...
