Document Type : Research Paper
Authors
1 PhD Student in Sports Management, Faculty of Physical Education and Sport Sciences. University of Kharazmi Tehran, Tehran, Iran
2 Associate Professor in Sport Management, Faculty of Physical Education and Sport Sciences, Kharazmi University, Tehran, Iran
3 Assistant Professor of Sports Management, Faculty of Physical Education and Sport Sciences, Kharazmi University, Tehran, Iran
4 Professor of Medical Engineering, Shahed University, Tehran, Iran
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: 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.
Keywords
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