Enhancing Marathon Enthusiast Engagement Through AI: A Quantitative Study on the Role of Social Media in Sports Communication
ABSTRACT Purpose This study explores the impact of AI‐driven personalization, interactive features, and real‐time feedback on user engagement and experience among marathon enthusiasts. Method By integrating uses and gratifications theory (UGT), self‐determination theory (SDT), and the technology acc...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Wiley
2025-06-01
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| Series: | Brain and Behavior |
| Subjects: | |
| Online Access: | https://doi.org/10.1002/brb3.70593 |
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