Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Towards a theory of well-being in digital sports viewing behavior Subject The topic of the resource Digital sports well-being; Digitalization; Focus groups; Perceived autonomy; Qualitative research; Sports audience viewing behavior; Technology and service; Transformative; Uncertainty reduction; Virtual connectedness; Vividness; Well-being Description An account of the resource Purpose: Social television (Social TV) viewing of live sports events is an emerging trend. The realm of transformative service research (TSR) envisions that every service consumption experience must lead to consumer well-being. Currently, a full appreciation of the well-being factors obtained through Social TV viewing is lacking. This study aims to gain a holistic understanding of the concept of digital sports well-being obtained through live Social TV viewing of sports events. Design/methodology/approach: Focus group interviews were used to collect data from the 40 regular sports viewers, and the qualitative data obtained is analyzed thematically using NVivo 12. A post hoc verification of the identified themes is done to narrow down the most critical themes. Findings: The exploration helped understand the concept of digital sports well-being (DSW) obtained through live Social TV sports spectating and identified five critical themes that constitute its formation. The themes that emerged were virtual connectedness, vividness, uncertainty reduction, online disinhibition and perceived autonomy. This study defines the concept and develops a conceptual model for DSW. Research limitations/implications: This study adds to the body of knowledge in TSR, transformative sport service research, digital customer engagement, value co-creation in digital platforms, self-determination theory and flow theory. The qualitative study is exploratory, with participants views based on a single match in one particular sport, and as such, its findings are restrained by the small sample size and the specific sport. To extend this studys implications, empirical research involving a larger and more diversified sample involving multiple sports Social TV viewing experiences would help better understand the DSW concept. Practical implications: The research provides insights to Social TV live streamers of sporting events and digital media marketers about the DSW construct and identifies the valued DSW dimensions that could provide a competitive advantage. Originality/value: To the best of the authors knowledge, the exploration is the first attempt to describe the concept of DSW and identify associated themes. 2021, Emerald Publishing Limited. Creator An entity primarily responsible for making the resource Rejikumar G.; Jose A.; Mathew S.; Chacko D.P.; Asokan-Ajitha A. Source A related resource from which the described resource is derived Journal of Services Marketing, Vol-36, No. 2, pp. 245-263. Publisher An entity responsible for making the resource available Emerald Group Holdings Ltd. Date A point or period of time associated with an event in the lifecycle of the resource 2022-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/JSM-06-2020-0247" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/JSM-06-2020-0247</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85118338173&amp;doi=10.1108%2FJSM-06-2020-0247&amp;partnerID=40&amp;md5=30cea244a2d754392c6fcce16eba803e" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85118338173&amp;doi=10.1108%2fJSM-06-2020-0247&amp;partnerID=40&amp;md5=30cea244a2d754392c6fcce16eba803e</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 8876045 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Rejikumar G., Department of Management, Amrita Vishwa Vidyapeetham Kochi Campus, Kochi, India; Jose A., Department of Professional Studies, Christ University, Bangalore, India; Mathew S., School of Business and Management, Christ University, Bangalore, India; Chacko D.P., Toyota Motor Corporation Australia, Melbourne, Australia; Asokan-Ajitha A., Indian Institute of Management Amritsar, Amritsar, India