1st Edition
Exploring Esports Players, Fans, and the Esports Industry
Part I: Esports in Sport Psychology
1 Introduction to Esports
2 Parental Involvement, Support, and Pressure for Esports Players
3 Life Skills Development and Transfer in Esports
4 Esports Players’ Physical and Mental Wellbeing
5 Career Transition Out of Esports
Part II: Esports in Sport Marketing
6 Motivations for Streaming and Viewing
7 Esports Event Venue Marketing
8 Esports Fan Behaviour: Multiple Identifications
9 Sponsorship in Esports
10 Market Segmentation: Silver Marketing and Women-centric Marketing
Conclusion
Biography
Hee Jung Hong is Associate Professor in Sport at the University of Stirling, UK. Her research interests include career transitions in sport, dual careers of athletes, athletes’ career development and management, athletes’ welfare and wellbeing, and the application of sport psychology in esports.
Sungkyung Kim is Assistant Professor in Sport Management at the University of Stirling, UK. He has two primary areas of research that address contemporary challenges in public policy and consumer behaviour. The first strand of research focuses on policy public relations and the second centres on technology adoption to understand consumer behaviours.
