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Keywords: Sports consumers
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2026) 27 (1): 174–198.
Published: 11 September 2025
...Joern Schlimm; Christoph Breuer Purpose This paper explores the factors driving the adoption of artificial intelligence (AI) in the sports industry from a passive sports consumer perspective. Grounded in an extended Technology Acceptance Model, the study investigates how perceived benefits...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2020) 21 (2): 351–369.
Published: 31 March 2020
... Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Consumer behavior Sports consumers Advertising Sponsorship Heetae Cho and can be contacted at: heetae.cho@nie.edu.sg 13 06 2019 16 08 2019 26 11 2019 26 12 2019 26 12 2019...
