Highlights• The path analytic model framed the mixed-method investigation of fantasy sport participation.• Fantasy sport participation influenced sport non-fan perceptions, attitudes, and intentions.• As a result of fantasy participation, attitudes toward NASCAR influenced word-of-mouth.• Identification yielded the highest amount of explained variance on patronage intentions.• Focus group data indicated fantasy participation notably strengthened sport non-fan attitudes.
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Goldsmith et al. (2014) studied this question.
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