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Do Consumer Perceptions of Tanking Impact Attendance at National Basketball Association Games? A Sentiment Analysis Approach

Hua Gong, Nicholas M. Watanabe, Brian P. Soebbing, Matthew T. Brown, and Mark S. Nagel

The emergence of social media has drastically changed the way fans consume sport products ( Billings, Broussard, Xu, & Xu, 2019 ) as it represents a dynamic digital environment that provides the potential for sport fans to become prosumers—individuals who both produce and consume—especially on social