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Keywords: S-O-R
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Journal Articles
Advancing e-business in sports and wellness: the role of synchronicity, coach reputation and home phygital environment on retention in online home fitness
Available to Purchase
International Journal of Sports Marketing and Sponsorship 1–22.
Published: 20 October 2025
... explored the antecedents associated with retaining and expanding the frequency of use. The current study aims to explore this gap. Drawing on the stimulus-organism-response (S-O-R) theoretical framework and on the theory of the extended marketing mix for services, the research investigates as stimuli...
