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Two hundred and forty sports fans sampled through internet message boards were surveyed to examine the relationship between participation in web-based fantasy sports leagues and mass media use. The study also looked at the influence participation in fantasy league sports has on the use of different media outlets to follow team results. Participation in interactive fantasy sports leagues was significantly related to an increase in traditional television, newspaper, and radio use. It is suggested that mass media managers should consider implementing interactive fantasy sports leagues via their websites in order to build customer loyalty and increase use of their traditional media properties.
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Randle et al. (2008) studied this question.
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