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Keywords: Live streaming
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2025) 26 (3): 412–435.
Published: 09 December 2024
... industry. Practical implications By bridging the realms of social identity theory and the source credibility model within the context of game streaming, this study charts new territory in understanding the intricate web of factors shaping consumer behaviour in live-stream gaming environments...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2024) 25 (5): 1219–1239.
Published: 13 August 2024
...Weisheng Chiu; Han Soo Kim; Young Suk Oh; Ye Hoon Lee Purpose This study aims to answer the following research questions: (1) How do features of sports and fitness live streaming content influence individuals’ viewing experiences? (2) How do these antecedents interact with each other to influence...
