Customer engagement in participant sports - The case of marathons (DATA SET).xlsx

Despite the growing recognition of customer engagement in academia and industry, its application in participant sports, particularly marathons, remains understudied. Utilizing social exchange theory and self-determination theory as guiding theoretical lenses and an online survey with 390 respondents comprising both physical and virtual marathon participants as a case, we identify challenge, enjoyment, mastery, socialization, status, weight, health and fitness, and mental wellbeing as key motivators driving customer engagement in participant sports. Findings reveal that engagement during marathons is cognitive, emotional, and behavioral, with word-of-mouth and re-participation intent emerging as the resultant outcomes.