Reference Dependent Preference and Fan Responses: A Text Analysis of YouTube Comments on K-League Highlights
PURPOSE This study examined whether K-league fans' responses to game outcomes align with reference-dependent preference and loss aversion principles. METHODS We collected user comments from the 2023 K-league game highlights videos on YouTube. We identified each user's supporting team and e...
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| Main Authors: | , , , , , |
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| Format: | Book |
| Published: |
Korea Institute of Sport Science,
2023-12-01T00:00:00Z.
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| Subjects: | |
| Online Access: | Connect to this object online. |
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Internet
Connect to this object online.3rd Floor Main Library
| Call Number: |
A1234.567 |
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| Copy 1 | Available |