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
Purpose This study aims to answer the following research questions: (1) How do features of sports and fitness live streaming content influence individuals’ viewing experiences? (2) How do these antecedents interact with each other to influence individuals’ intentions to exercise in the...