G., Rejikumar; Jose, Ajay; Mathew, Sonia; Chacko, Dony Peter - In: Journal of Services Marketing 36 (2021) 2, pp. 245-263
Purpose: Social television (Social TV) viewing of live sports events is an emerging trend. The realm of transformative service research (TSR) envisions that every service consumption experience must lead to consumer well-being. Currently, a full appreciation of the well-being factors obtained...