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Fantasy Sports and Gambling in Sport: Marketing Implications for Branding and Fan Engagement

Fantasy Sports and Gambling in Sport: Marketing Implications for Branding and Fan Engagement

Amber A. Ditizio
Copyright: © 2016 |Volume: 14 |Issue: 4 |Pages: 14
ISSN: 1539-2937|EISSN: 1539-2929|EISBN13: 9781466688971|DOI: 10.4018/JECO.2016100104
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MLA

Ditizio, Amber A. "Fantasy Sports and Gambling in Sport: Marketing Implications for Branding and Fan Engagement." JECO vol.14, no.4 2016: pp.52-65. http://doi.org/10.4018/JECO.2016100104

APA

Ditizio, A. A. (2016). Fantasy Sports and Gambling in Sport: Marketing Implications for Branding and Fan Engagement. Journal of Electronic Commerce in Organizations (JECO), 14(4), 52-65. http://doi.org/10.4018/JECO.2016100104

Chicago

Ditizio, Amber A. "Fantasy Sports and Gambling in Sport: Marketing Implications for Branding and Fan Engagement," Journal of Electronic Commerce in Organizations (JECO) 14, no.4: 52-65. http://doi.org/10.4018/JECO.2016100104

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Abstract

Modern sports/media complex may be the result of complex inactions of communication technologies, social developments, and the increased sophistication of businesses in understanding the intrinsic and extrinsic aspects of consumer behavior. From the promotion options of print media, television and radio, to the self-engaging aspects of Internet sport coverage and gaming, the spectator is rapidly becoming an integral part of the branding process. Media, especially fantasy sports, has transcended the traditional roles of television's function as agents of exposure to engagement and personal involvement in athletic contest and its merchandising. Although the media aspect may been neglected in sports research, media research traditionally has considered sports too popular for traditional research. This paper explores some of the major topics for research that combines sports and newer forms of media exploitation for marketing purposes.

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