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...

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...

This study's objective is to assess the extent to which confidence in brands and a company's ability to meet the needs of its customers are relevant to the practice of sports marketing. The goal of this study was to use a number of different methods of analysis on a sample population consisting...