Sponsored product-based competition and customer engagement : a study of an esports competition in the video game industry
Year of publication: |
2024
|
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Authors: | Jo, Wooyong ; Lewis, Michael |
Published in: |
Production and operations management : the flagship research journal of the Production and Operations Management Society. - London : Sage Publications, ISSN 1937-5956, ZDB-ID 2151364-8. - Vol. 33.2024, 3, p. 795-816
|
Subject: | Sponsorship | fandom management | customer engagement | esports | video game analytics | Computerspiel | Video game | Beziehungsmarketing | Relationship marketing | Sponsoring | Wettbewerb | Competition | Computerspieleindustrie | Video game industry |
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