What makes esports consumers watch streamers' esports live-streaming contents? : Extending the theory of planned behavior

Wooyoung (William) Jang, Wonjun Choi, Min Jung Kim, Hyunseok Song and Kevin K. Byon

Year of publication:	2024
Authors:	Jang, Wooyoung ; Choi, Wonjun ; Kim, Min Jung ; Song, Hyunseok ; Byon, Kevin K.
Published in:	International journal of sports marketing & sponsorship. - Bingley : Emerald Group Publishing Limited, ISSN 2515-7841, ZDB-ID 2238604-X. - Vol. 25.2024, 2, p. 288-309
Subject:	Esports \| Game \| Identification \| Live-streaming \| Prior experience \| Streamer \| Konsumentenverhalten \| Consumer behaviour \| Computerspiel \| Video game \| Verbrauchereinstellung \| Consumer attitudes

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