The esports market has been growing exponentially has been growing exponentially with
much interest from industry and academia. Perhaps because of this growth, there is a lack of …

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

China is not only the largest but also one of the fastest-growing live streaming markets
globally. In comparison to Western countries, Chinese viewers have a tendency to engage …

Parasocial relationships have traditionally been conceptualized as one-sided, non-
reciprocal relationships with media figures. However, the proliferation of online media …

The current study examined the relationships between gamification, perceived value, and
viewer engagement in a gamified livestreaming service, where gamification complemented …

Despite stereotypes of video games as isolating technologies, video gaming can be a highly
social activity that contributes to well-being. Advances in computing technology and greater …

Tourism research has yet to consider the growing esport sector. Through a mixed-method
research design, we employ the theoretical lens of fandom to examine what online and …

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 …

Research question This study investigates the roles and responsibilities of eSports
stakeholders in ensuring eSports players' health and wellbeing through the following …

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