Shifting from a player-oriented approach, e-sports has increasingly positioned itself as emerging spectator entertainment. In the wake of the growing online viewer market, the industry has made tremendous efforts to innovate marketing strategies and build up a base of passionate fans across the globe. To augment this endeavor, the current study investigated push and pull factors that influence e-sports online viewers’ consumption behaviors (N = 1,309) using partial least squares structural equation modeling. The authors proposed a new way to operationalize push and pull factors that have been relatively overlooked in the literature. The findings indicated that, while push and pull factors had different effects on e-sports consumption behaviors, they should be considered equally important in e-sports livestreaming. The study expanded our understanding of the attractiveness and desirability of e-sports and shed some critical light on management and marketing issues within and beyond the e-sports space.
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Push and Pull Factors in E-Sports Livestreaming: A Partial Least Squares Structural Equation Modeling Approach
Tyreal Yizhou Qian, Jerred Junqi Wang, and James Jianhui Zhang
Using Profanity and Negative Sentiments: An Analysis of Ultimate Fighting Championship Fighters’ Trash Talk on Fans’ Social Media Engagement and Viewership Habits
Duarte Tereso, Sérgio Moro, Pedro Ramos, Teresa Calapez, Joana M. Costa, and Tyler Ratts
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Regulating Ambush Marketing in an Increasingly Social Era
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Relationship Marketing: Revisiting the Scholarship in Sport Management and Sport Communication
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Ambush Marketing Via Social Media: The Case of the Three Most Recent Olympic Games
Gashaw Abeza, Jessica R. Braunstein-Minkove, Benoit Séguin, Norm O’Reilly, Ari Kim, and Yann Abdourazakou
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