Abstract
Despite the popularity of fantasy sports, scholarly exploration of the topic has been rare. This study explores a communication-oriented research agenda in that area, using a qualitative analysis of data from in-depth interviews with U.S. fantasy-sports industry leaders. In addition to extending the limited body of literature on fantasy sports, the analysis revealed potentially fruitful research topics, including consumer motivations to use fantasy sports products, information and services; perceptions of gambling; content quality of fantasy sports information; and others.
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