The bullet-screen function is an augmented comment feature that has been adopted by the majority of Over-the-Top (OTT) services to foster users’ interaction and watching experience. This feature empowers sports customers to post and view numerous, short, and fast-moving comments that overlap over the screen while watching live stream sports events in real time. This research aims to investigate how sports fans embrace the bullet-screen feature while watching live stream sports. Through a combination of thematic analyzing bullet-screen comments from a National Basketball Association Finals game, and semi-structured interviews among bullet-screen users ( N = 15), the results indicate that sport fans’ bullet-screen messages could be classified into five categories: critical commentary, socialization, supportive interactions, random messages, and trash talk. Four motives for sports fans to engage with bullet-screen posting were identified: entertainment, gathering information, interaction, and finding belonging. The study also showed that the inappropriateness of comments and too much overlay on the screen could prevent sports fans from utilizing the service. Theoretical and practical implications have also been discussed.

ChatGPT is an AI-powered chatbot platform that enables human users to converse with machines. It utilizes natural language processing and machine learning algorithms, transforming how people interact with AI technology. ChatGPT offers significant advantages over previous similar tools, and its potential for application in various fields has generated attention and anticipation. However, some experts are wary of ChatGPT, citing ethical implications. Therefore, this paper shows that ChatGPT has significant potential to transform marketing and shape its future if certain ethical considerations are taken into account. First, we argue that ChatGPT-based tools can help marketers create content faster and potentially with quality similar to human content creators. It can also assist marketers in conducting more efficient research and understanding customers better, automating customer service, and improving efficiency. Then we discuss ethical implications and potential risks for marketers, consumers, and other stakeholders, that are essential for ChatGPT-based marketing; doing so can help revolutionize marketing while avoiding potential harm to stakeholders.

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