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,…
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.
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
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.
