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Keywords: Live broadcasts
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2022) 23 (5): 950–965.
Published: 14 October 2021
... in-game events and viewers' attention to sponsor signage previous studies have disregarded factors pertaining to the competition itself. To address this gap, this paper investigates the impact of game-related variables on the allocation of viewer attention in live broadcasts. Design/methodology...
