paem

Psychological Affect of e-Sports in e-Marketing via Computational Methods

Loukas Skouroliakos2, Constantinos Halkiopoulos2, Evgenia Gkintoni1, Hera Antonopoulou2

 

[Abstract]

E-sports have become a global phenomenon. Recent reports have valued the industry at more than $612 million, with reach extending from Europe and North America, and to the developing markets of Asia. Nowadays e-Sports is highlighted as an incredibly powerful marketing opportunity for brands. For most enterprises, e-sports is huge, growing, and an attractive marketing opportunity. This isn’t new news, but for most brands, gaming is relatively uncharted territory. In the current study, there was an attempt to investigate the profile of e-sports players in order to provide privilege in marketing to promote its brands in a more effective way.

For the data collection, three self- report questionnaires* were administered: a) Profile of Mood States [POMS], evaluating the person’s mood, positive and negative, and more specifically the tension, anger, sadness, fatigue, confusion and vitality, b) Eysenck Personality Questionnaire, measuring personality traits, c) Emotional Intelligence Questionnaire [TEIQue] clarifying four factors of emotional state; well-being, self-control, emotionality and sociability and d) Brand Personality Appeal [BPA], evaluating three dimensions (favorability, originality, clarity) that are emerged and are empirically demonstrated to directly and positively impact consumer purchase intentions. There were being created their electronic versions through Google Forms service and posted through the website “https://www.cicos.gr/iccmi2017/paem”. Then the collected data were selected for analysis, with relevant transformations in order to have a suitable form for the implementation of the respective machine learning algorithms included in the software package R.

The results of the present study show among others that mood state, emotional intelligence brand personality can serve as crucial variables and can be prevalent in the marketing literature covering a wide range of topics, including evidence that profile of mood state emotional intelligence and brand personality of the e-sports players can highlight marketing habits and may promote effectively publicity politics.

Keywords: e-Sports, Profile of Mood States, Emotional Intelligence, Brand Personality, R, Computational Methods

 

References:

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1Dept. of Psychology, University of Crete, Greece

2Dept. of Business Administration, Technological Educational Institute of Western Greece, Greece

[Conference Program: ICCMI 2017]

© The Author(s) 2017. Published by 5th International Conference Proceedings on behalf of C.I.CO.S Research Team and the Entrepreneurship & Digital Innovation LAB of the Business Administration Department (Technological and Educational Institute of Western Greek) and Department of Psychology (University of Crete).

This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted reuse, distribution, and reproduction in any medium, provided the original work is properly cited.

*Research Questionnaire: Psychological Affect of e-Sports in e-Marketing

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