JOURNAL ARTICLE

Predicting user loyalty and repeat intention to donate towards fantasy sports gaming platforms: A large‐sample study based on a model integrating philanthropic actions, well‐being and flow experience.

  • Published In: Journal of Philanthropy & Marketing, 2024, v. 29, n. 1. P. 1 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Suryavanshi, A. K. S.; Thomas, Sujo; Trivedi, Twinkle; Patel, Ritesh; Bhatt, Viral 3 of 3

Abstract

India has become one of the world's largest gaming destinations, and in the last few years, the rapid rise of online gaming has led to the domination of fantasy sports gaming platforms. Very little is understood about how users on fantasy sports gaming platforms perceive and approach giving and what essentially matters to users before selecting or engaging with such fantasy sports gaming platforms. This study aims to predict user loyalty and repeat intention to donate towards fantasy sports gaming platforms by examining philanthropic actions, well‐being (WB) and flow experience (FE). A large‐scale research study on 2091 samples was undertaken by adopting three‐fold SEM‐ANN‐NCA (structural equation modeling‐artificial neural network‐necessary condition analysis) for establishing and empirically testing a comprehensive model by integrating philanthropic actions, WB and FE to predict user loyalty and repeat intention to donate towards online fantasy sports gaming platforms. The findings add depth to our understanding of philanthropic actions linked to fantasy sports gaming platforms and users' loyalty and donation intentions towards such platforms. The results of ANN indicated the normalized importance of the predictors of user loyalty and found that philanthropic action was the strongest predictor. Likewise, philanthropic actions, WB, and FE were necessary conditions (must‐have) to determine user loyalty during NCA. The findings would provide invaluable intelligence to fantasy gaming companies to oversee critical philanthropic decisions proficiently. In addition, the results would provide valuable insights to decision‐makers in philanthropic foundations and other entities, such as practitioners and online fantasy gaming companies, to devise effective marketing strategies to gauge user loyalty and shape donation intentions. [ABSTRACT FROM AUTHOR]

Additional Information

  • Source:Journal of Philanthropy & Marketing. 2024/02, Vol. 29, Issue 1, p1
  • Document Type:Article
  • Subject Area:Sports and Leisure
  • Publication Date:2024
  • ISSN:2691-1361
  • DOI:10.1002/nvsm.1819
  • Accession Number:175674227
  • Copyright Statement:Copyright of Journal of Philanthropy & Marketing is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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