Customer engagement (CE) is an emerging perspective that provides a holistic view of the
ways in which customers' interactive experiences with organizations create value for both …

ABSTRACT Research Question: Social media platforms provide opportunities for athletes to
promote their personal brands and attract engagement from consumers. Through this …

Purpose The purpose of this work is (1) to supply a framework of actors in sport sponsorship
and articulate the service relationships that support these partnerships and (2) to propose …

Purpose Social network sites are key marketing tools that allow brands to connect and
engage with consumers. However, there is still a lack of evidence of their value for football …

Using service dominant logic as the theoretical framework, this study examines the
associations between consumer engagement, two dimensions of value co-creation (co …

Blockchain-based fan tokens provide token holders with certain rights, incentivizing fan
engagement and decision-making within sports organizations. Despite the recent surge in …

Customer engagement behaviors on physical and virtual engagement platforms | Emerald
Insight Books and journals Case studies Expert Briefings Open Access Publish with us …

ABSTRACT Research Question Current research increasingly takes a multi-actor-dominant
logic and situates sport brands within ecosystems. However, the multi-actor-dominant logic …

In this research, we conducted two studies to validate a multidimensional scale of fan
engagement behavior. In Study 1, we generated survey items through a systematic review of …

Purpose Social factors, such as fellow spectators in a stadium or other fans sharing their
experiences on online platforms, play a dominant role in spectator sport consumption. This …