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Publication
A Model of the Threats that Disreputable Behavior Present to Esports Sponsors
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Advisor(s)
Abstract(s)
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 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.
Description
Keywords
Esports Sponsorship Disreputable behavior Marketing Market analysis . Escola Superior de Tecnologias e Gestão Faculdade de Ciências Sociais
Citation
Freitas, B., Contreras-Espinosa, R., & Correia, P. (2021). A Model of the Threats that Disreputable Behavior Present to Esports Sponsors. Contemporary Management Research, 17(1), 27-64. https://doi.org/10.7903/cmr.20779
Publisher
Graduate Institute of Information Management, College of Business, NTPU