... Equation Modeling to test a theoretical model linking stadium-related stimuli to fan engagement and subsequent consumer behaviors, including the purchase of licensed products, digital content consumption, and word-of-mouth communication. Findings The results indicate that fan engagement mediates...

... techniques applied to assess the robustness of the estimates and examine the mediating effects of key variables on behavioural intentions. Findings The results highlight the key role of TAM in predicting fan token adoption. Technological acceptance emerged as a strong predictor of both word-of-mouth...

... behaviours is invaluable. Given the essential role of social media in bridging firms and consumers and the benefits of communication across consumers in marketing expansion, this research investigated the associations among consumers’ perceived social media marketing activities (SMMA), CRQ and word-of-mouth...

... dimension, followed by sensory and behavioral experiences. However, intellectual experience showed insignificant relationship. Sports event image indicated a positive effect on word-of-mouth and revisit intention. Research limitations/implications Ultramarathon races are sporting events with few...