Esports, or competitive video gaming competitions, bring together aspects of sports,
business, leisure, technology, and digital media, appealing to academics across multiple …

Research question The number of studies dealing with digital innovation in sport marketing
has increased rapidly in recent years. These studies address the global phenomenon of …

Sports viewers have been offered an unprecedented viewing experience to share their
passion with their team and communicate in real-time with a streamer and other viewers by …

Purpose This study aims to propose a model for predicting consumers' esports videogame
engagement on their ensuing consumption behaviors, which remains nebulous to date …

Live commerce (L-commerce) is an emerging distribution channel that has transformed
consumer shopping preferences. Owing to the COVID-19 pandemic, consumers' need for …

The exponential growth of esports gives rise to a number of regulatory and governance
issues which expose a number of different stakeholders, including vulnerable, young …

Purpose Esports is rapidly growing in popularity and viewership. The study's purpose was
threefold:(1) to provide a systematic review and synthesis of esports spectatorship …

One of the enduring questions gripping scholars is the nature of sportes ubiquity. What
makes sport so compelling for so many despite the many tensions surrounding its …

Previous studies have paid little attention to spectators' consumption behaviors and motives
for watching different types of esports live-streaming and game genres. This study, therefore …

The development of digital media has led to the emergence of live streaming, a service
system that involves multiple parties coexisting, including platforms, spectators, and …