Abstract
While the significance of digital technologies like big data marketing is recognized in sport and health industries, the deployment is not in a fast pace as expected. Previous investigations argue that the financial issue can be the reason explaining such hesitation for sport and health firms to widely adopt advanced digital technologies. Through integrating firms in global sport and health industries, it is shown that the digital technology adoption can be negatively associated with firms' financial status. Therefore, the digital technologies are expensive, and the provision of sufficient financial incentives can be important to facilitate the promotion of digital technologies in sport and health industries.
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