...Tadeu Carlos de Oliveira Junior; Clécio Falcão Araujo; Valter Afonso Vieira Purpose This study examines how game atmosphere and crowd experience influence fan engagement and subsequent consumption behaviors among Latin American football fans. Drawing on the Stimulus–Organism–Response (S-O-R...

... 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...

... 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...