... attachments. Design/methodology/approach The method undertaken was Netnography, commonly used to investigate cultural practices occurring in online environments. The research corpus consisted of messages posted on Twitterhashtags created by the ESPN Brazil channels to reverberate its broadcasts...

..., hedonic and social value. Design/methodology/approach This qualitative, exploratory study uses the methodological approach of netnography via passive observation. Data collection was conducted using the social network Reddit over a period of about four months. Findings Three categories and two...