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Keywords: Uses and gratification theory
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Journal Articles
Muhammad Shahzeb Fayyaz, Amir Zaib Abbasi, Rehan Ahmad, Muhammad Hamza Qummar, Rodoula H. Tsiotsou, Saqib Mahmood
International Journal of Sports Marketing and Sponsorship (2025) 26 (3): 523–547.
Published: 10 January 2025
... and continuous intention to play eSports, considering the mediating role of gamer’s satisfaction. Uses and Gratification theory (U&G) has been employed as the study’s theoretical framework. Design/methodology/approach The present study used a survey research method and a self-administered questionnaire...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2024) 25 (4): 777–801.
Published: 08 May 2024
...Weisheng Chiu; Doyeon Won; Jung-sup Bae Purpose The current study aims to explore the determinants of user intentions towards fitness YouTube channels, employing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and Uses and Gratifications Theory (UGT) as theoretical frameworks...
