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Keywords: Team fanship
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Journal Articles
International Journal of Sports Marketing and Sponsorship 1–18.
Published: 10 September 2026
...Daeun Park; YongHee Kim Purpose This study examines how distinct forms of interaction in sports metaverse environments – fan-to-fan (FTF) and fan-to-star (FTS) – shape team fanship through different psychological mechanisms. By proposing a dual-pathway framework, we demonstrate that FTF...
