Marketing Esports to the Masses: Testing the Efficacy of Positive Community-Curated Stimuli on Mitigating Negative Attitudes towards Esports

Doctoral thesis English OPEN
Anderson, Mitsouko;

Competitive gaming, also known as “esports”, is a rapidly growing global phenomenon that is increasingly being pulled into the mainstream media spotlight with a critical hand. This paper proposes and tests the efficacy of a mitigation strategy for esports marketers when... View more
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