{"title":"观众对电子竞技赛事地方性和非地方性赞助商的反应","authors":"Ryan Rogers, Lee K. Farquhar, Jacob Mummert","doi":"10.1108/ijsms-09-2019-0107","DOIUrl":null,"url":null,"abstract":"To understand how esports viewers perceive endemic and non-endemic sponsors during an event.,The researchers employed a four-condition experiment. Participants were randomly assigned to watch a clip with one of four possible sponsors. After participants watched the stimuli, they responded to a questionnaire assessing their opinions of the sponsor in the clip they watched.,Generally, the more endemic a sponsor was, the more positive audience members had. Perceptions of credibility were also important to attitudes toward sponsors.,Esports is an emergent area where little empirical research has been published. This study is designed to expand upon research on sponsorships such that it explores audience perceptions of endemic versus non-endemic sponsors of esports events.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":3.0000,"publicationDate":"2020-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-09-2019-0107","citationCount":"7","resultStr":"{\"title\":\"Audience response to endemic and non-endemic sponsors of esports events\",\"authors\":\"Ryan Rogers, Lee K. Farquhar, Jacob Mummert\",\"doi\":\"10.1108/ijsms-09-2019-0107\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"To understand how esports viewers perceive endemic and non-endemic sponsors during an event.,The researchers employed a four-condition experiment. Participants were randomly assigned to watch a clip with one of four possible sponsors. After participants watched the stimuli, they responded to a questionnaire assessing their opinions of the sponsor in the clip they watched.,Generally, the more endemic a sponsor was, the more positive audience members had. Perceptions of credibility were also important to attitudes toward sponsors.,Esports is an emergent area where little empirical research has been published. This study is designed to expand upon research on sponsorships such that it explores audience perceptions of endemic versus non-endemic sponsors of esports events.\",\"PeriodicalId\":47102,\"journal\":{\"name\":\"International Journal of Sports Marketing & Sponsorship\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.0000,\"publicationDate\":\"2020-04-16\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.1108/ijsms-09-2019-0107\",\"citationCount\":\"7\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Sports Marketing & Sponsorship\",\"FirstCategoryId\":\"95\",\"ListUrlMain\":\"https://doi.org/10.1108/ijsms-09-2019-0107\",\"RegionNum\":4,\"RegionCategory\":\"教育学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Sports Marketing & Sponsorship","FirstCategoryId":"95","ListUrlMain":"https://doi.org/10.1108/ijsms-09-2019-0107","RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
Audience response to endemic and non-endemic sponsors of esports events
To understand how esports viewers perceive endemic and non-endemic sponsors during an event.,The researchers employed a four-condition experiment. Participants were randomly assigned to watch a clip with one of four possible sponsors. After participants watched the stimuli, they responded to a questionnaire assessing their opinions of the sponsor in the clip they watched.,Generally, the more endemic a sponsor was, the more positive audience members had. Perceptions of credibility were also important to attitudes toward sponsors.,Esports is an emergent area where little empirical research has been published. This study is designed to expand upon research on sponsorships such that it explores audience perceptions of endemic versus non-endemic sponsors of esports events.
期刊介绍:
The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).