The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
The Impact of Digital Marketing on the Esports Industry: Preliminary Approach
|
|
Author(s): Tiago Braga Fernandes (Polytechnic University of Cávado and Ave, Portugal), Bruno Barbosa Sousa (Polytechnic University of Cávado and Ave, Portugal & UNIAG, Portugal), Jorge Esparteiro Garcia (Polytechnic University of Viana do Castelo, Portugal & ADiT-Lab, Portugal)and Manuel José Serra da Fonseca (Polytechnic University of Viana do Castelo, Portugal & UNIAG, Portugal)
Copyright: 2025
Pages: 22
Source title:
Evolving Strategies for Organizational Management and Performance Evaluation
Source Author(s)/Editor(s): Ricardo Marcão (ISLA Santarém, Portugal)and Vasco Santos (Institute Polytechnic of Tomar, Portugal)
DOI: 10.4018/979-8-3373-0149-5.ch027
Purchase
|
Abstract
This chapter aims to understand how Esports organizations can improve digital marketing strategies, considering the unique characteristics of this sector and the importance of maintaining solid relationships with the target audience. The research was carried out using a mixed methodology, which included the application of quantitative research to evaluate the behaviors of Esports fans and a qualitative literature review to explore the trends and challenges of digital marketing in this context. The results show that the esports audience consists predominantly of young males, with a strong interest in video games, technology and pop culture. The personalization of digital strategies, focusing on platforms such as YouTube and Twitch, as well as the use of promotions and sweepstakes, proved essential for audience engagement. Although the use of influencers has a neutral perception, campaigns that offer direct benefits, such as promotions, are more attractive.
Related Content
|
Begum Al.
© 2026.
22 pages.
|
|
Sarah Chahine, Mabelle Al Haddad, Ola Talal Masry.
© 2026.
44 pages.
|
|
Fatme El Zahraa Mahmoud Rahal, Aliaa Al Dirani.
© 2026.
34 pages.
|
|
Ghada Khalil Kalakesh, Hala Muhieddine Koleilat Al Dilby, Bassam Mahmoud Tarhini.
© 2026.
32 pages.
|
|
Selma Kalkavan, Sonja Vlaar.
© 2026.
24 pages.
|
|
Raouf Fadlallah, Stelios Marneros, George Papageorgiou.
© 2026.
40 pages.
|
|
Mohamad Saad El Dine Knio, Suha Ali Tahan, Hassan Riad Youness, Mabelle Maurice Haddad, Ali Eren Balikel.
© 2026.
24 pages.
|
|
|