Susmit S. Gulavani

Smart fitness equipment and subjective well-being: the roles of perceived value and brand love

Purpose Despite growing interest in artificial intelligence and smart technologies in sport and fitness centers, little is known about the psychological mechanisms through which smart fitness equipment promotes the well-being of fitness center members. Drawing on servicescape log...

Whistle meets the algorithm: the impact of AI-integrated VAR on satisfaction, fairness, and trust in soccer officiating

Purpose The study examines whether exposure to AI-integrated Video Assistant Referee (VAR) technology changes fans' perceptions of the VAR officiating system across the dimensions of procedural fairness, trust, and satisfaction. Moving beyond prior scholarship that largely explor...