Sport fans’ curiosity and impulsive buying: mediation of social media use intensity
IntroductionSports fans' curiosity and impulsive buying tendencies are important topics in sports marketing, yet the mediating role of social media use intensity in linking these variables remains underexplored. Grounded in the Stimulus-Organism-Response (S-O-R) theory, this study examines how...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2025-02-01
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| Series: | Frontiers in Sports and Active Living |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fspor.2025.1519003/full |
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