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<p>The purpose of this study is to examine the relationship between spectator's awareness, attitudes, and behaviors related to social media efforts developed by a major sports stadium. Data was collected through in-person interviews from individuals who attended a sports event at a major stadium. The hypothesized relationships were assessed by using structural equation modeling technique. The results confirm the relationships between awareness, attitudes, and behavior; awareness of a stadium'sdoi:10.5539/ijms.v8n4p44 fatcat:mwtntpkpnjfshb4t6df757r7de