Abstract:PurposeSocial factors, such as fellow spectators in a stadium or other fans sharing their experiences on online platforms, play a dominant role in spectator sport consumption. This conceptual article sets out to achieve three objectives: classify customer-to-customer (C2C) interactions in the sport fan context, develop a framework that links the classification of interactions to relevant outcomes and identify areas for related future research.Design/methodology/approachThe authors integrate conceptual and empi… Show more
“…The article Classifying C2C Interactions: A Framework for Understanding Value Outcomes and Contingencies (Uhrich et al , 2023) explores the classification of interactions between consumers of a brand. Sport customers demonstrate high levels of involvement with their favorite sport organization, which leads them to organize as in-group members connected to the sport organization who often hold negative perceptions toward rival brands.…”
“…The article Classifying C2C Interactions: A Framework for Understanding Value Outcomes and Contingencies (Uhrich et al , 2023) explores the classification of interactions between consumers of a brand. Sport customers demonstrate high levels of involvement with their favorite sport organization, which leads them to organize as in-group members connected to the sport organization who often hold negative perceptions toward rival brands.…”
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.