{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,10]],"date-time":"2026-03-10T09:32:54Z","timestamp":1773135174051,"version":"3.50.1"},"reference-count":252,"publisher":"Human Kinetics","issue":"3","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2022,5,1]]},"abstract":"<jats:p>Customer engagement (CE) is an emerging perspective that provides a holistic view of the ways in which customers\u2019 interactive experiences with organizations create value for both the parties. Central to this, is the need to develop an understanding of why a customer would choose to invest their resources (cognitive, emotional, and behavioral) with an organization, to be able to better facilitate this engagement and properly value the outcomes from it. Sport, with its inherently strong interactions for both participants and fans, would seem an ideal setting to study CE. To date, however, the CE work in sport domains has largely followed established paths. Given CE\u2019s potential to unify many disparate areas of sport research, this paper presents a comprehensive review of the CE work to date and highlights several ways sport can leverage and advance this work through both academic research and management practice.<\/jats:p>","DOI":"10.1123\/jsm.2021-0233","type":"journal-article","created":{"date-parts":[[2022,4,20]],"date-time":"2022-04-20T16:36:36Z","timestamp":1650472596000},"page":"289-304","source":"Crossref","is-referenced-by-count":47,"title":["Customer Engagement in Sport: An Updated Review and Research Agenda"],"prefix":"10.1123","volume":"36","author":[{"given":"Heath","family":"McDonald","sequence":"first","affiliation":[{"name":"1School of Economics, Finance & Marketing, RMIT University, Melbourne, VIC, Australia"}]},{"given":"Rui","family":"Biscaia","sequence":"additional","affiliation":[{"name":"2Department for Health, Faculty of Humanities and Social Sciences, University of Bath, Bath, United Kingdom"}]},{"given":"Masayuki","family":"Yoshida","sequence":"additional","affiliation":[{"name":"3Department of Sports and Health Studies, Hosei University, Machida, Tokyo, Japan"}]},{"given":"Jodie","family":"Conduit","sequence":"additional","affiliation":[{"name":"4Adelaide Business School, University of Adelaide, Adelaide, SA, Australia"}]},{"given":"Jason P.","family":"Doyle","sequence":"additional","affiliation":[{"name":"5Department of Tourism, Sport, and Hotel Management, Griffith Business School, Griffith University, Gold Coast, QLD, Australia"}]}],"member":"100","reference":[{"key":"ref601","doi-asserted-by":"crossref","first-page":"247","DOI":"10.1177\/1094670514529187","article-title":"The role of customer engagement behavior in value co-creation: A service system perspective","volume":"17","author":"Jaakkola","year":"2014","journal-title":"Journal of Service Research,"},{"key":"ref1841","doi-asserted-by":"crossref","first-page":"189","DOI":"10.1108\/SBM-Aug-2011-0071","article-title":"Fan involvement in a professional sport team\u2019s decision making","volume":"3","author":"Hyatt","year":"2013","journal-title":"Sport, Business and Management,"},{"key":"ref941","doi-asserted-by":"crossref","first-page":"1247","DOI":"10.1108\/IJCHM-02-2018-0108","article-title":"Social media, customer engagement and advocacy","volume":"31","author":"Sashi","year":"2019","journal-title":"International Journal of Contemporary Hospitality Management,"},{"key":"ref1391","doi-asserted-by":"crossref","first-page":"157","DOI":"10.1016\/j.smr.2015.02.001","article-title":"Investigating the role of fan club membership on perceptions of team brand equity in football","volume":"19","author":"Biscaia","year":"2016","journal-title":"Sport Management Review,"},{"key":"ref2071","first-page":"15","article-title":"Using the psychological commitment to team (PCT) scale to segment sport consumers based on loyalty","volume":"9","author":"Mahony","year":"2000","journal-title":"Sport Marketing Quarterly,"},{"key":"ref1431","doi-asserted-by":"crossref","first-page":"52","DOI":"10.1509\/jmkg.73.3.052","article-title":"Brand experience: What is it? 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