This research explores how social media content categories can affect user engagement behaviour and viewership of the NHL’s Stanley Cup 2022 final series on network TV and via streaming.
Retro marketing and ice hockey: The effect of nostalgia on the intention to purchase the Minnesota Wild 2022 NHL Winter Classic jersey
The following study investigated the impact of nostalgia on the intention to purchase the Minnesota Wild 2022 NHL Winter Classic retro jersey, with consideration to self-continuity, pride, team identification, team attachment, and […]
The influence of social TV on viewer loyalty of National Hockey League (NHL) viewers: ice hockey’s second screen and social media engagement behaviour
Engaging with others on social media while watching television (TV) or live-streaming any sort of entertainment has become a common phenomenon. It is occasionally referred to as second-screening or social TV, because […]
Champions Hockey League: The Impact of Brand Prestige on Trust, Perceived Risk, Satisfaction, and Loyalty of Ice Hockey Fans
The following study assesses the impact of the Champions Hockey League’s brand prestige on trust, perceived risk, satisfaction, and loyalty of ice hockey fans and viewers. The importance of the research is […]