Esports represent an increasingly influential and innovative component of the global media
business landscape. The ever-evolving ecosystem of dynamic new media is driven by a …

This research aimed to identify the pros and cons of sponsoring eSports, as well as the
tactics to maximize them and mitigate them, respectively. An exploratory method focused on …

Son yıllarda bilinirliği oldukça artan elektronik spor (eSpor) giderek modern sporun bir
parçası haline gelmeye başlamıştır. Teknolojinin her geçen gün daha da geliştiği günümüz …

Both esports sponsors and academia are not aware of how disreputable behavior in the
esports scene can negatively affect their brands. Hence, this research aimed at identifying …

In less than 10 years, esports have turned into a global phenomenon with a large following
that rivals the audience size of popular established sports. This has resulted in a massive …

This research aimed to identify how esports sponsorships affect the sponsors' brand image.
An exploratory focus was adopted along with a convergent-parallel mixed method with …

Digital games and their appropriation for live-streamed events of competitive gaming–the
pillars that constitute eSports–experience tremendous growth. This theoretical study …

High level stress in work place is known to be associated with negative organizational
behaviors and bad organizational performance. There are individual and organizational …

Competitive videogames (esports) are an exciting new media format, affording experiences
that are dynamic, ephemeral, immersive, social, mobile, and escapist. Instantaneous digital …

Purpose This research aims to identify how important it is that brands incorporate relevant-
added value into their esports sponsorships. Design/methodology/approach This …