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Keywords: Traditional sports
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2026) 27 (2): 373–389.
Published: 11 November 2025
...Tae Woong Yoo; Yonghwan Chang; George B. Cunningham Purpose This comparative case study examines fan discourse and sentiment in esports versus traditional sports, focusing on X (formerly Twitter) discussions surrounding the 2024 League of Legends Mid-Season Invitational Finals and the 2023 NBA...
