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About Us

Sebastiano Mereu

Sebastiano Mereu is a Researcher for the Sports Business Research Academy, as well as Lecturer of Digital Marketing and Branding at BHMS Business & Hotel Management School and Kalaidos University of Applied Sciences in Switzerland. His main research interests include second-screening and spectator sports, uses and gratifications of watching unscripted shows, metaverse adoption, retro marketing and apparel promotion, driving social media engagement, intentions to watch women’s sports, and more. He also works as a Digital Marketing and Communications Specialist for the Swiss National Museum. Dr. Mereu holds a Doctor of Business Administration degree and a Master of Science in Marketing degree from Heriot-Watt University, UK, and a Bachelor of Science (Hons.) in International Management degree from FHNW University of Applied Sciences Northwestern Switzerland.

Publications

TikTok Content Categories and User Engagement Behavior: Alisha Lehmann – Celebrity Athlete and Influencer

This study investigates the impact of TikTok content categories on user engagement behavior on the official TikTok account of Alisha Lehmann. Analyzing 91 videos via multiple...

Uses and Gratifications of “The Last Dance” and the Viewing Intention for a Chicago Bulls Game: A Sports Documentary Series as a Promotional Tool

This chapter explores uses and gratifications of watching “The Last Dance,” a sports documentary series that premiered in 2020 on ESPN and Netflix about Michael Jordan and the...

Dimensions of Perceived Value That Influence the Intention to Adopt the Metaverse: The Case of Spectator Sports Fans

This chapter examines antecedents and dimensions of perceived value that influence the intention to adopt metaverse experiences provided by popular spectator sports...

NFT Sports Collectibles: Characteristics and Factors of Consumer Value

This chapter examines characteristics of non-fungible tokens (NFTs) and factors of perceived consumer value that influence the intention to purchase NFT sports collectibles. It...

Motivational Factors That Influence the Intention to Watch a Spectator Sports Product: The Case of the National Women's Soccer League

This empirical research examines how motivational factors for sport consumption affect the intention to watch the National Women's Soccer League (NWSL) in the USA. The...