Intl J Sports Mar Sponsorship
Introduction
International Journal of Sports Marketing and Sponsorship, 26(2)
INTEREST CATEGORY: SECTORS
POSTING TYPE: TOCs
Special issue: Promises, Paradoxes, and Perils: The Current State and Future Directions of Web3 Technologies and Brand Innovation in Sports Business
Guest editors: Yiran Su, Bo Li, Olan K.M. Scott, Jerred Junqi Wang
Guest editorial: Promises, paradoxes and perils: the current state and future directions of Web3 technologies and brand innovation in sports business
—Yiran Su, Bo Li, Olan K.M. Scott, Jerred Junqi Wang []
Real-time psychophysiological approaches to explore emotional and cognitive processing of VR-mediated sports
—Minkyo Lee, Xiaochen Zhou []
Contesting fan tokens under crypto-capitalism: how sport NFT furthers the hypercommodification of fandom
—Chen Chen []
From gamification to personalization: sports media, Web 3.0 and the desire for the ultimate fan experience
—Andrew C. Billings []
Diversity, equity and inclusion in the sport metaverse
—George B. Cunningham, Yong Jae Ko []
Navigating emerging trademarks issues for sport brands in the metaverse
—Suji Kim, John Grady, Khalid Ballouli []
Sport spectatorship in a virtual environment: how sensory experiences impact consumption intentions
—Kyu-soo Chung, Chad Goebert, John David Johnson []
Understanding motives and consumption behavior of sports NFT holders and non-holders: a case study of Kbollect
—Min Jin Park, J. Lucy Lee []
Consumer adoption of virtual reality for spectator sport: an adopter categorization based on the diffusion of innovation and uses and gratification theories
—Kwangho Park, Gi-Yong Koo, Minkil Kim, Sanghoon Kim []
Racial preferences in sports NFTs? Empirical evidence from NBA Top Shots
—Jeremy Nguyen, Carleigh Yeomans, Adam Karg []