The Interrelationship Between Viewership Motivation, Team Loyalty, Fan Identification and Viewership Behaviour in Cricket: A PLS-SEM Approach
Journal of Creative Communications
Published online on January 07, 2024
Abstract
Journal of Creative Communications, Volume 21, Issue 1, Page 119-137, March 2026.
Cricket has emerged as a leading sport, with 2.5 billion fans worldwide. This study addresses the gap in the interlinkage between viewership motivation (VM), fan identification (FI), team loyalty (TL) and viewership behaviour (VB) and its implications on ...
Cricket has emerged as a leading sport, with 2.5 billion fans worldwide. This study addresses the gap in the interlinkage between viewership motivation (VM), fan identification (FI), team loyalty (TL) and viewership behaviour (VB) and its implications on ...