Research question The number of studies dealing with digital innovation in sport marketing
has increased rapidly in recent years. These studies address the global phenomenon of …

An emerging form of social media service–livestreaming–has been increasingly adopted by
sports organizations to foster fan engagement. The National Football League (NFL) is no …

Mega sporting events can generate significant impacts on the host destinations. The Tokyo
2020 Olympics (“Tokyo 2020” hereafter) was a unique case as the pandemic minimized the …

Online reviews generated by digital technology play a significant role in promoting value co-
creation among sports tourists. However, the existing literature on this relationship needs …

This study measured if residents, or subsets of residents, experienced social event impacts
(SEIs) and social media event impacts (SMEIs) from a major sport event. Panel data were …

Value co-creation measurements in a recurring sporting event sprang from an academic and
a practical desire to understand value co-creation. This study aims to (1) identify and explore …

Purpose The global outbreak of the COVID-19 forced most sport leagues to cancel games in
March–April 2020, leaving no sport games to watch for sport fans. The present study …

Purpose Grounded in social cognitive theory, social exchange theory and “cognition-
emotion-behavior intention” analysis framework, a theoretical model of cause-related sport …

Purpose The current study used the Stimuli-Organism-Response (SOR) paradigm to
analyze value co-creation and customer gratitude influence on hotel guests' online reviews …

Purpose This study examines the relationships among residents' event impact perceptions,
attitude towards events, attitude towards sponsors and sponsor-related behavioural …