科研成果详情

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
ISSN/eISSN1464-6668
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
DOI10.1108/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
被引频次:5[WOS]   [WOS记录]     [WOS相关记录]
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.
条目包含的文件
条目无相关文件。
个性服务
查看访问统计
谷歌学术
谷歌学术中相似的文章
[Wang, Xi]的文章
[You, Xinyi]的文章
[Xu, Yulan]的文章
百度学术
百度学术中相似的文章
[Wang, Xi]的文章
[You, Xinyi]的文章
[Xu, Yulan]的文章
必应学术
必应学术中相似的文章
[Wang, Xi]的文章
[You, Xinyi]的文章
[Xu, Yulan]的文章
相关权益政策
暂无数据
收藏/分享
所有评论 (0)
暂无评论
 

除非特别说明,本系统中所有内容都受版权保护,并保留所有权利。