A carregar...
Publicação
Os benefícios, riscos e estratégias do patrocínio de eSports
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.18 MB | Adobe PDF |
Orientador(es)
Resumo(s)
This 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.
Descrição
Palavras-chave
eSports Sponsorship Marketing Strategy Consumer behavior Patrocínio Estratégia Comportamento do consumidor . Escola Superior de Tecnologias e Gestão Faculdade de Ciências Sociais
Contexto Educativo
Citação
Freitas, B. A., Contreras-Espinosa, R., & Correia, P. P. Os benefícios, riscos e estratégias do patrocínio de eSports. Livro de Atas / Book of Proceedings IX Postgraduate Conference ESGHT / ISCAL 2018. ISBN 978-989-8859-77-8.
Editora
Universidade do Algarve