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Divided Loyalty? An Analysis of Fantasy Football Involvement and Fan Loyalty to Individual National Football League (NFL) Teams
2011
Journal of Sport Management
Fantasy football participation is an extremely-popular, yet unique online activity that combines traditional sport fandom with interactive components to enhance a fan's overall sport experience. The player-specific concentration of the game, however, has the potential to alter traditional team-focused loyalties that have driven sport consumer behavior inquiry for decades. Due to this intriguing circumstance, this study investigated the relationship between fantasy football involvement and
doi:10.1123/jsm.25.5.445
fatcat:tp6b5w5gh5cxbeyrsckunv4fxa