Measuring Fantasy Team and Favorite Team Interactivity Through Implicit Association
Abstract
Traditional team fandom is a vital component of contemporary spectator sport marketing and communication. However, fantasy sport has recently emerged as a potential threat to team fandom, particularly with regard to the interactivity provided by the virtual game. Research has found evidence that fantasy sport can be both a substitute and a complement to traditional team fandom. However, with limited control over traditional team outcomes and...
Paper Details
Title
Measuring Fantasy Team and Favorite Team Interactivity Through Implicit Association
Published Date
Oct 21, 2018
Journal
Volume
7
Issue
6
Pages
811 - 838
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