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Grace Yan, Dustin Steller, Nicholas M. Watanabe, and Nels Popp

is primarily approached from the lens of uses and gratification theory (U&G) ( Clavio & Frederick, 2014 ; Clavio & Kian, 2010 ; Clavio & Walsh, 2014 ; Geurin-Eagleman, 2015 ; Hall, 2015 ). Originated as a subtradition of media-effects research, U&G promotes the concept that an audience makes

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Terry Eddy, B. Colin Cork, Katie Lebel, and Erin Howie Hickey

themes among the official London 2012 Olympic sponsors and constructed a typology of those themes derived from uses and gratifications theory. Informational content, which included activation promotions, comprised roughly two thirds of the total posts by these sponsors during the Olympic Games, which was

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Mathieu Winand, Matthew Belot, Sebastian Merten, and Dimitrios Kolyperas

as uses-and-gratifications theory, which focuses primarily on how consumers engage in a variety of activities and their reasons for doing so. Uses-and-gratifications theory can be employed to study online social media sites such as Twitter and may help scholars understand their continuous growth

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Brendan Dwyer, Joshua M. Lupinek, and Rebecca M. Achen

. Literature related to female sports fandom is then explored. An explanation of the mixed methods design and results is then provided followed by a discussion of the theoretical and managerial implications. Literature Review Uses and Gratifications Theory U&G theory was devised in the mid-1970s as a means to

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Dustin A. Hahn, Matthew S. VanDyke, and R. Glenn Cummins

. Findings that such forms of communication are increasing in sport broadcasting should lead researchers to investigate the phenomenon further. Theoretical Explanations Uses-and-gratifications theory ( Katz et al., 1974 ) has provided a useful framework for understanding why audiences are motivated to

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Nicholas M. Watanabe, Hanhan Xue, Joshua I. Newman, and Grace Yan

). Esports ecosystem report 2021: The key industry companies and trends growing the esports market which is on track to surpass $1.5B by 2023. Business Insider . Retrieved from https://www.businessinsider.com/esports-ecosystem-market-report Ruggiero , T.E. ( 2000 ). Uses and gratifications theory in the