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http://dx.doi.org/10.12925/jkocs.2022.39.3.433

Sports Media Value in New Media Platform Era: The Role of Media Engagement and Empathy  

Choi, Eui-Yul (Keimyung University, Department of Sports Marketing)
Jeon, Yong-Bae (Dankook University, Department of Sports Management)
Kim, Hyun-Duck (Keimyung University, Department of Sports Marketing)
Publication Information
Journal of the Korean Applied Science and Technology / v.39, no.3, 2022 , pp. 433-441 More about this Journal
Abstract
The purpose of this study is to investigate the relationship between media engagement, media empathy, and media value of MCN sports broadcasting. To achieve this purpose, a survey was conducted on 324 MCN sports broadcast viewers. Exploratory factor analysis was performed to confirm validity, and Cronbach's α test was performed to investigate reliability. In addition, correlation analysis was performed to verify discriminant validity, and linear regression analysis was performed to verify the research hypothesis, and the following conclusions were drawn. Media engagement had a positive effect on media value. Media engagement had a positive effect on media empathy. Media empathy has a positive effect on media value.
Keywords
Multi-Channel network; Sports broadcasting; Media engagement; Media empathy; Media value;
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