Sarangi, Subrat2024-07-052024-07-052023Sarangi, S., & Jena, A.K. (2023). The interrelationship between viewership motivation, team loyalty, fan identification and viewership behaviour in cricket: A PLS-SEM approach. Journal of Creative Communication, https://doi.org/10.1177/09732586231218919http://ir.mica.ac.in/handle/123456789/7977enArticle