The study focuses on fans who have just attended a major sporting event. Specifically, relationships between emotions, value transferred from the event to the official sponsor, satisfaction, loyalty and response to sports sponsorship are investigated. A sample of 364 sports fans attending the...

Purpose This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social...

The study focuses on fans who have just attended a major sporting event. Specifically, relationships between emotions, value transferred from the event to the official sponsor, satisfaction, loyalty and response to sports sponsorship are investigated. A sample of 364 sports fans attending the...

Purpose This paper studies, based on the theory of service-dominant logic, the effect of value co-creation practices (linking and materializing) on engagement dimensions (popularity, commitment and virality). The main objective is to analyze the influence of value co-creation practices on...