Guided by the uses and gratification theory (UGT), this research aims to investigate the influence of gratification (i.e., personal, social, and tension release gratification) sought from social networking sites (SNS) on customer engagement behaviour of satellite fans. Additionally, this...

Sports fans participate in supporting sports teams by demonstrating various attitudinal behaviors such as loyalty, purchase intention, and stadium attendance. However, although the literature indicates that sports fans who are fanatics can demonstrate advanced attitudinal behavior such as...

This study aims to investigate the relevance of brand trust and customer satisfaction to sports marketing practices. A sample population of 150 e-commerce and online advertising professionals will be analyzed using various methods, including regression analysis, descriptive statistics, and...