KMAN Publication Inc. AI and Tech in Behavioral and Social Sciences 3 Serial Number 12 2026 02 11 Sports Communication Using Transformative Engagement Theory: The Impact of Virtual Reality Technology Sports Communication Using Transformative Engagement Theory: The Impact of Virtual Reality Technology 1 17 10.61838/kman.aitech.4377 EN Journal Article 2025 04 21 The advent of virtual reality (VR) technology is poised to bring about a notable change in the sports communication environment, as it presents a unique opportunity to revolutionize traditional communication methods by immersing participants in realistic and interactive settings. The purpose of this study is to look into how VR technology is changing sports communication. Through a thorough grounded theory (GT) inquiry, this study explores the potential benefits, drawbacks, opportunities, and difficulties of integrating VR into sports communication. The study uses qualitative analysis with MAXQDATM20 software, which includes interviews with 17 prominent sports experts and a thorough coding process. The study found that VR greatly enhances communication abilities by fostering dynamic and engaging surroundings. Additionally, VR can assist in creating creative marketing techniques and strengthen ties between athletes, fans, and organizations. Finally, in light of these findings, we developed a new theoretical framework called "Transformative Engagement Theory in Sports Communication." The novel contribution of this study is the proposition of the Transformative Engagement Theory in Sports Communication. The study provides a thorough grasp of the complex interactions between VR technologies and the dynamics of sports communication, as well as a road map for professionals in sports management, stakeholders, and researchers to navigate this revolutionary change successfully.

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