发表状态 | 已发表Published |
题名 | Online posting intention: do the social communication and brand equity of esports matter? |
作者 | |
发表日期 | 2024-01-19 |
发表期刊 | International Journal of Sports Marketing and Sponsorship
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ISSN/eISSN | 1464-6668 |
卷号 | 25期号:1页码:161-187 |
摘要 | Purpose: Social media's role in engaging participants in sports events, particularly during the pandemic, is acknowledged. However, previous studies often utilized sports events for diverse objectives but overlooked brand equity's influence on sports event development. And very limited research explores social media's impact on brand equity in esports events, despite its significance. Therefore, this study aims to explore how social media affects esports event brand equity and participants' satisfaction and engagement with social media through brand equity's influence. Design/methodology/approach: The study focused on League of Legends World Championships (LOLWC) participants, who completed a self-judged questionnaire online. The questionnaire included demographic details and latent constructs. Data analysis involved two steps: exploratory factor analysis (EFA) to assess measurement scale validity and structural equation modeling (SEM) to study relationships between traits. Findings: The results reveal that, within the esports event context, controlled communication exerts a meaningful and dual impact – both directly and indirectly – on the fundamental components of brand equity. This, in turn, serves as a catalyst for increasing participant contentment and their posting intention. Originality/value: This study applies brand equity theories to the esports domain, exploring participant-based brand equity concepts, user behavior and the influence of social media communication on event branding and engagement. It also recommends strategies for event improvement, emphasizes controlled communication for brand equity and highlights marketing's role in brand awareness, association and participant satisfaction. Additionally, it suggests government regulation to address cyber violence during esports events. |
关键词 | Brand equity Esports Marketing communication and brand equity model (MCBEM) Posting intention Social media communication |
DOI | 10.1108/IJSMS-09-2023-0189 |
URL | 查看来源 |
收录类别 | SSCI |
语种 | 英语English |
WOS研究方向 | Social Sciences - Other Topics |
WOS类目 | Hospitality, Leisure, Sport & Tourism |
WOS记录号 | WOS:001112298600001 |
Scopus入藏号 | 2-s2.0-85178444676 |
引用统计 | |
文献类型 | 期刊论文 |
条目标识符 | https://repository.uic.edu.cn/handle/39GCC9TT/11425 |
专题 | 文化与创意学院 |
通讯作者 | Wang, Xi |
作者单位 | 1.School of Culture and Creativity,BNU-HKBU United International College,Zhuhai,China 2.Department of Apparel,Events,and Hospitality Management,Iowa State University,Ames,United States |
第一作者单位 | 文化与创意学院 |
通讯作者单位 | 文化与创意学院 |
推荐引用方式 GB/T 7714 | Wang, Xi,You, Xinyi,Xu, Yulanet al. Online posting intention: do the social communication and brand equity of esports matter?[J]. International Journal of Sports Marketing and Sponsorship, 2024, 25(1): 161-187. |
APA | Wang, Xi, You, Xinyi, Xu, Yulan, & Zheng, Jie. (2024). Online posting intention: do the social communication and brand equity of esports matter?. International Journal of Sports Marketing and Sponsorship, 25(1), 161-187. |
MLA | Wang, Xi,et al."Online posting intention: do the social communication and brand equity of esports matter?". International Journal of Sports Marketing and Sponsorship 25.1(2024): 161-187. |
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