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Esports Sponsorships: The Double-Edged Sword Effect of Having a Very Vocal Audience

2022Conference object Open access
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dc.contributor.authorFreitas, Bruno Duarte Abreu
dc.contributor.authorContreras-Espinosa, Ruth S.
dc.contributor.authorCorreia, Pedro Álvaro Pereira
dc.date.accessioned2023-05-31T14:21:23Z
dc.date.available2023-05-31T14:21:23Z
dc.date.issued2022
dc.description.abstractEsports 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 basept_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationFreitas, 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, Portugal, November 26–28, 2020, Revised Selected Papers (pp. 1-15). Cham: Springer International Publishing.pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.13/5210
dc.language.isoengpt_PT
dc.publisherSpringer International Publishingpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/pt_PT
dc.subjectEsportspt_PT
dc.subjectSponsorshipspt_PT
dc.subjectConsumer behaviorpt_PT
dc.subjectMarket analysispt_PT
dc.subjectMarketingpt_PT
dc.subject.pt_PT
dc.subjectEscola Superior de Tecnologias e Gestãopt_PT
dc.subjectFaculdade de Ciências Sociaispt_PT
dc.titleEsports Sponsorships: The Double-Edged Sword Effect of Having a Very Vocal Audiencept_PT
dc.typeconference object
dspace.entity.typePublication
oaire.citation.conferencePlaceMirandela (Portugal)pt_PT
oaire.citation.endPage15pt_PT
oaire.citation.startPage1pt_PT
oaire.citation.titleVideogame Sciences and Arts: 12th International Conference, VJ 2020,pt_PT
person.familyNameAbreu Freitas
person.familyNameContreras-Espinosa
person.familyNameCorreia
person.givenNameBruno Duarte
person.givenNameRuth Sofia
person.givenNamePedro
person.identifier.ciencia-idDC19-0813-F31F
person.identifier.ciencia-id811A-FB6C-6BE1
person.identifier.orcid0000-0002-1480-0338
person.identifier.orcid0000-0002-9699-9087
person.identifier.orcid0000-0003-3886-2530
person.identifier.ridP-1788-2017
person.identifier.ridF-5858-2012
person.identifier.scopus-author-id49862856300
person.identifier.scopus-author-id56432467900
rcaap.rightsopenAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublication0666c71b-777d-4ed5-867b-82002121aa01
relation.isAuthorOfPublication34a5c710-17a3-4fe5-9303-c4a741252cd8
relation.isAuthorOfPublication930138d5-660f-4471-9841-f9219f624ddc
relation.isAuthorOfPublication.latestForDiscovery34a5c710-17a3-4fe5-9303-c4a741252cd8

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