Zahra Asgari Gandomani; Alireza Elahi; Hossein Akbari Yazdi; Ali Motie Nasrabadi
Abstract
Objective: The purpose of this article is to investigate the theoretical concepts and applications of e-sports in sports marketing.Methodology: The method of this study is a review of studies conducted in the field of e-sports to provide a complete continuum about this new field in the world of sports.Findings: ...
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Objective: The purpose of this article is to investigate the theoretical concepts and applications of e-sports in sports marketing.Methodology: The method of this study is a review of studies conducted in the field of e-sports to provide a complete continuum about this new field in the world of sports.Findings: With the advent of the Internet in today's world, e-sports emerged one after another and became an important aspect of sports consumption in the virtual world. Consumer demand for e-sports has attracted a significant portion of the sports and entertainment-related industries. Especially the last decade can be considered as the decade of growth and flourishing of potential business opportunities in this field. A review of articles from the last decade shows that this field has been a novel and popular field for academics and sports marketing researchers.Conclusion: In this article, while presenting the history and definitions, important variables and different fields of study in the field of e-sports marketing are introduced. Also, at the end, research suggestions are presented to researchers interested in the field of sports marketing.
