The Illusion of Interaction: How Emotional Connection, Not Functional Engagement, Drives Viewer Loyalty in Social Sports Broadcasting
Published online on March 31, 2026
Abstract
Communication & Sport, Ahead of Print.
Sports broadcasters invest heavily in interactive features on social media, assuming that functional engagement (likes, shares, comments) builds viewer loyalty. This study challenges that assumption. Using Partial Least Squares Structural Equation ...
Sports broadcasters invest heavily in interactive features on social media, assuming that functional engagement (likes, shares, comments) builds viewer loyalty. This study challenges that assumption. Using Partial Least Squares Structural Equation ...