Details of Research Outputs

Audiences are an important part of electronic sport (e-Sport) events and are influenced by both the event and other audiences through social media. With a purpose to analyze effects of social media on audience-based brand equity of e-Sport events, this paper presents an audience-based study that demonstrates the impact of social media through brand equity of e-Sport events. Results of this study indicated that controlled communications in social media have a positive impact on the brand association, brand awareness, and brand equity in the context of e-Sport events, which further influence audiences' satisfaction and their post intention towards the eSports event. The findings of the study contribute to the communications-brand equity generation framework, and make difference for business when doing marketing and organizing for the e-Sport events.