Fathy, Doaa; Elsharnouby, Mohamed H.; AbouAish, Ehab - In: Journal of Research in Interactive Marketing 16 (2021) 3, pp. 329-345
Purpose: Customer engagement, as one form of interactive marketing, enhances organisational performance, in terms of sales growth, superior competitive advantage and increased profitability, particularly within the sports context. This research aims to explore fans' engagement behaviours with...