Weisheng Chiu
Han Soo Kim
and Young Suk Oh

This study aimed to explore how the attributes of sports and fitness live streaming (SFLS) streamers—namely social attractiveness, physical attractiveness, trustworthiness, and expertise—affect consumers’ subjective well-being through their flow experience and emotional attachment. Study participants were recruited using Wenjuanxing, an online survey platform based in China. Among the total sample collected, 1,047 valid cases were utilized for analysis. Data were analyzed using both symmetric and asymmetric approaches: partial least-squares structural equation modeling (PLS-SEM) and fuzzy...Read more

Aron Levin
Joe Cobbs
Fred Beasley
Chris Manolis

Advertising, sponsorships, and other marketing communications are commonplace in the contemporary world of sports. Are sports fans irritated and annoyed by this commercial bombardment or are they accepting of the role of sports advertising? This study investigates consumers’ perceptions of commercial messages during televised sporting events. The results indicate that fans of two of the most popular US sports (NFL and NASCAR) generally have high levels of sport commercial acceptance (SCA) in televised broadcasts. NASCAR fans—particularly those highly identified with the sport—are the most...Read more