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Keywords: Value-in-use
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Journal Articles
Corporate social responsibility interactivity and fan loyalty: exploring value-in-use in digital sports communities
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2026) 27 (1): 154–173.
Published: 12 September 2025
... positively influenced team identification and fan engagement via value-in-use. Furthermore, value-in-use played a mediating role in enhancing behavioral loyalty through its impact on team identification and fan engagement. Originality/value This study contributes to understanding digital CSR strategies...
