Transforming the Fan Experience through Livestreaming: A Conceptual Model

The purpose of this case study research was to explore how Queensland Rugby League (QRL) used a Facebook brand page, for the Queensland Maroons, and incorporated livestreaming throughout the 2017–2018 State of Origin seasons. Specifically, this study sought to understand managerial perspectives regarding interactive advertising within digital sports marketing strategy encompassing livestreaming and the extent to which it may impact fan...