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Thilo Kunkel, Rui Biscaia, Akiko Arai, and Kwame Agyemang

.g.,  Escalas, 2004 ), fanscommitment toward the athlete is a subsequent response, indicating their promise to the relationship with the athlete, as described for teams in the fan attitude network model ( Funk & James, 2004 ). The SBC framework contends that people use brands to create and represent their

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

examining a National Hockey League team, MacIntosh et al. ( 2017 ) suggested that sport teams should interact with their followers to increase fan commitment, which is related to the time that fans spent reading tweets and engaging with other fans. Sport Organizations’ Use of Twitter Campos et al. ( 2013

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Hunter Fujak, Stephen Frawley, Heath McDonald, and Stephen Bush

prioritization of penetration to increase market share and profitability ( Ehrenberg et al., 2004 ), while sport theories of escalating commitment favor developing fan commitment to increase consumption frequency ( James et al., 2002 ; Mullin et al., 1993 ). Within the five generalized marketing principles