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- The influence of cultural events organized by hotels in the selection of the establishmentPublication . Correia, Pedro Pereira; Freitas, Bruno AbreuThe aim of the research was to provide theoretical and empirical data on the weight that cultural events organized by hotels have in the selection of the establishment. A qualitative exploratory methodology focused on a single point in time and in a non-artificial scenario was adopted. The elements of the investigation were the individual and the organization and the sampling method was the voluntary and non-probabilistic. The data collection was performed through face-to-face interviews with questionnaires serving as guides. Although the cultural events organized by hotels did not appear as a selection factor of the establishments, these events were attended by a considerable percentage of clients, who were influenced by marketing communications located inside the establishments. The study was limited by the data collection period, by the authors' lack of consensus on the subject and little research on the topic.
- The benefits and risks of sponsoring eSports: brief literature reviewPublication . Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth S.; Correia, Pedro Álvaro Pereira
- Esports Sponsorships: The Double-Edged Sword Effect of Having a Very Vocal AudiencePublication . Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth S.; Correia, Pedro Álvaro PereiraEsports fans have been known for being heavy consumers of compet itive gaming content and for being digital natives who love to comment about esports on numerous social platforms. This has attracted various sponsors inter ested in capitalizing in this social buzz. However, there have been signs that this high vocality can in fact heavily damage several sponsors. Hence, this research aimed to determine if esports fans’ high vocality is a benefit and/or a risk to these sponsors. To achieve this, we adopted a qualitative exploratory design to interview, via digital platforms, 10 esports sponsorship experts. In total, we in terviewed two endemic and three non-endemic esports sponsors and five mar keting agencies with experience in esports sponsorships. They were sampled via a nonprobability purposive heterogeneous method and were reached via the companies’ website contact sections. Data were analyzed with the assistance of NVivo 10. The overall results showed that all experts agreed that this high vo cality can both benefit and damage esports sponsors. The uniformity in the an swers showed that this element is not a greater benefit or risk to a particular type of esports sponsor. Ergo we considered that the high vocality of esports fans is a double-edged sword. This study is necessary because, despite esports’ massive growth, this field has received scant scientific attention, with the spe cific areas of esports marketing and esports sponsorships being even more se verely overlooked. Besides, from a business standpoint, the findings are highly significant for every sponsor looking to better comprehend esports and its fan base
- Social media: a new way of public and political communication in digital mediaPublication . Coelho, Patricia M. F.; Correia, Pedro Pereira; Medina, Irene GarciaToday, social media are the new way of public and political communication in digital marketing. Companies or organizations are no longer the exclusive owners of the relation of consumers with their products/services; instead, the survival of the organizations depends of the effective utilization of the social media. New web technologies have made it easy for anyone to create and distribute their own content. A tweet can be viewed by virtually millions of people for free, and advertisers don’t have to pay publishers huge sums of money to embed their messages. More consumers are on social media than ever before, and every second a company is not engaged is a wasted opportunity [1]. Consumers trust other people to provide recommendations about products and services in a very active way and it is important to know how and why social media influence organizations. This study analyzes through a literature review the importance of public and political communication through social media and proposes a model of business for successful marketing strategies.
- A Model of the Threats that Disreputable Behavior Present to Esports SponsorsPublication . Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth Sofia; Correia, Pedro Álvaro PereiraBoth 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 which types of disreputable behavior in competitive gaming present the biggest threats to esports sponsors. In this quantitative and exploratory research, a non probability, purposive, and heterogeneous sampling method was employed to gather a sample of 1,592 esports fans who filled a closed-ended online survey. Results showed that illegal and unregulated gambling was a high-risk threat to esports sponsors; toxic behavior, match-fixing, and cheating were labeled as medium-risk threats; and sexism, cyberattacks, and doping were found to be low-risk threats. Besides being one of the first studies on esports sponsorships, which serves as a basis for future research in this market, the findings contribute to the sustainability of the esports industry and its sponsors. Managerial implications are also discussed.
- Os benefícios, riscos e estratégias do patrocínio de eSportsPublication . Freitas, Bruno Abreu; Contreras-Espinosa, Ruth S.; Correia, Pedro PereiraThis research aims to identify the strategies and effects of eSports sponsorships. A mixed method exploratory methodology will be adopted, focusing on cross sectional studies and a non-artificial scenario. The three samples, audience and sponsors of eSports and general gaming community, will be enquired through questionnaires, with a voluntary and non-probabilistic sampling method. The literature has shown that brands have created sponsorships tailored to fans’ interests in order to benefit from improved brand image and awareness and high ROI. To avoid the threats of a young industry, sponsors have been studying the market and seeking to establish a legal framework and anti-corruption measures. This research looks to expand the small literature on eSports sponsoring and present relevant new data for sponsors.