publication . Other literature type . Doctoral thesis . 2018

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

Anderson, Mitsouko;
Open Access English
  • Published: 07 Sep 2018
  • Publisher: Zenodo
Abstract
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 combatting the frequent negative influence of mainstream media on non-consumers’ attitudes towards esports. In order to understand the problematic communicative frameworks currently in place between consumers, non-consumers and mass-media, the paper explores whether esports marketers can utilise these various stakeholders to better inform strategies to promote esports to the wider public by engag...
Subjects
free text keywords: esports, competitive gaming, mitigation strategy, marketing, business
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Zenodo
Other literature type . 2018
Provider: Datacite
ZENODO
Doctoral thesis . 2018
Provider: ZENODO
Zenodo
Other literature type . 2018
Provider: Datacite
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publication . Other literature type . Doctoral thesis . 2018

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

Anderson, Mitsouko;