Chiu, Weisheng; Kim, Han Soo; Oh, Young Suk; Lee, Ye Hoon - In: International Journal of Sports Marketing and Sponsorship 25 (2024) 5, pp. 1219-1239
individuals’ intentions to exercise in the context of sports and fitness live streaming? Design/methodology/approach We employed … intention to exercise in live sports and fitness streaming sessions. The study also uncovers various combinations of causal … conditions leading to exercise intention, a detail overlooked by the PLS-SEM method alone. Originality/value This research …