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Virtual Interactions and Sports Viewing on Social Live Streaming Platform : The Role of Co-Creation Experiences, Platform Involvement, and Follow Status
Qian, Tyreal Yizhou; Seifried, Chad - 2022
This study deciphers the underlying mechanism by which virtual interactions influence sports viewing on a social live streaming (SLS) platform. Survey data was collected from 741 viewers who watched Thursday Night Football (TNF) co-streaming on Twitch and analyzed via Partial least squares...
Persistent link: https://www.econbiz.de/10014085189
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Virtual interactions and sports viewing on social live streaming platforms : the role of co-creation experiences, platform involvement, and follow status
Qian, Tyreal Yizhou; Seifried, Chad - In: Journal of business research : JBR 162 (2023), pp. 1-12
Persistent link: https://www.econbiz.de/10014302574