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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Detalhes bibliográficos

Principais autores:	Wei Cheng, Yu Tian, Meng Na
Formato:	Artigo
Idioma:	Inglês
Publicado em:	Wiley 2025-06-01
coleção:	Brain and Behavior
Assuntos:	AI‐driven personalization marathon enthusiasts real‐time feedback social media user engagement
Acesso em linha:	https://doi.org/10.1002/brb3.70593
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