Browse Items (18 total)

Klose, S., Schöber, T. (2023). Marketing im E-Sport. Das 4C Framework und Optionen zur Vermarktung in der Welt. Meyer & Meyer Verlag.

Roman, D. (2022). Next generation sport fandom: interrogating the complexities and opportunities of esports and digital fan engagement in the Australian context.

Freitas, B. D. A., Contreras-Espinosa, R. S., & Correia, P. Á. P. (2022, January). Esports Sponsorships: The Double-Edged Sword Effect of Having a Very Vocal Audience. In Videogame Sciences and Arts: 12th International Conference, VJ 2020, Mirandela,…

Smeekes, W. A. C. (2022). Social Media Content Marketing for Millennials, Generation Z, and the Esports Target Market.

Avgeropoulos, I. (2022). Promotion of Esports University.

Wongkar, M., Kindangen, P., & Gunawan, E. (2022). EXPLORING IMPULSIVE BUYING OF ESPORT PLAYER AMONG SAM RATULANGI UNIVERSITY STUDENTS. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(4), 705-716.

Torres-Toukoumidis, A. (2022). Esports and the Media: Challenges and Expectations in a Multi-Screen Society.

González-Moreno, S. E., Palma-Ruiz, J. M., & Caro-Lazos, L. E. (2022). Marketing Strategies for Esports. In Esports and the Media (pp. 52-68). Routledge.

Cassel, A. (2021). Twitch for higher education marketing and communications: Creating a presence in the gaming world. Journal of Education Advancement & Marketing, 5(4), 323-334.

Tang, M., & Huang, J. (2019). How to earn money in live streaming platforms?—A study of donation-based markets. In IEEE INFOCOM 2019-IEEE Conference on Computer Communications (pp. 1558-1566). IEEE.

This study explores if and how perceived Esports streamer credibility influences the audience’s attitude toward the brand endorsed by the streamer. Results from a survey
conducted with US adults (N = 277) show the significant and positive…

Freitas, B. D. A., Countreras-Espinosa, R. S., & Correia, P. Á. P. (2020). How Sponsors Should Bring Relevant-Added Value to Esports. Scientific Annals of Economics and Business, 67(3), 363-387.

Skouroliakos, L., Halkiopoulos, C., Gkintoni, E., & Antonopoulo, H. (2017). Psychological Affect of e-Sports in e-Marketing via Computational Methods. In 5 th International Conference on Contemporary Marketing Issues ICCMI June 21-23, 2017…

Choi, C. et al. (2017). A new Approach Via Level of Addiction in eSports: Investigating Participation Motives from a Marketing Perspective. 2017 Sport Marketing Association Conference (SMA XV).

Gawrysiak, J., Burton, R., Jenny, S., & Williams, D. (2020). Using Esports Efficiently to Enhance and Extend Brand Perceptions – A Literature Review. Physical Culture and Sport. Studies and Research, 86, 1-14

Desbordes, M., & Richelieu, A. (2019). International Sport Marketing: Issues and Practice. Abingdon, England: Routledge.

Borowy, M., & Jin, D. Y. (2013). Pioneering eSport: The Experience Economy and the Marketing of Early 1980s Arcade Gaming Contests. International Journal of Communication, 7.

Anderson, M. (2018). Marketing Esports to the Masses: Testing the Efficacy of Positive Community-Curated Stimuli on Mitigating Negative Attitudes towards Esports. Master Thesis. University of York.


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