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Personal Brands Of Esports Athletes: An Exploration Of Evaluation Mechanisms

Author

Listed:
  • Ilya Musabirov

    (National Research University Higher School of Economics)

  • Denis Bulygin

    (National Research University Higher School of Economics)

  • Ekaterina Marchenko

    (National Research University Higher School of Economics)

Abstract

Esports organisations and athletes, being participants of an attention-driven market, are constantly discussed, compared and evaluated by spectators in a cross-media-based process on such platforms as Twitch, Reddit and others. In this work, we discuss an approach to analyse valuation practices related to esports spectatorship based on the concepts of a brand as an organising device, using computational text analysis tools and reconstruction of personal networks

Suggested Citation

  • Ilya Musabirov & Denis Bulygin & Ekaterina Marchenko, 2019. "Personal Brands Of Esports Athletes: An Exploration Of Evaluation Mechanisms," HSE Working papers WP BRP 90/SOC/2019, National Research University Higher School of Economics.
    • Handle: RePEc:hig:wpaper:90/soc/2019
    as

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    File URL: https://wp.hse.ru/data/2019/12/10/1524503214/90SOC2019.pdf
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    References listed on IDEAS

    as
    1. Martin Kornberger, 2015. "Think Different : On Studying the Brand as Organizing Device," Post-Print hal-02312351, HAL.
    2. Lucien Karpik, 2010. "Valuing the Unique: The Economics of Singularities," Economics Books, Princeton University Press, edition 1, number 9215, December.
    3. Kevin Filo & Daniel Lock & Adam Karg, 2015. "Sport and social media research: A review," Sport Management Review, Taylor & Francis Journals, vol. 18(2), pages 166-181, April.
    4. Filo, Kevin & Lock, Daniel & Karg, Adam, 2015. "Sport and social media research: A review," Sport Management Review, Elsevier, vol. 18(2), pages 166-181.
    5. Wioleta Kucharska, 2017. "Consumer social network brand identification and personal branding. How do social network users choose among brand sites?," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1315879-131, January.
    Full references (including those not matched with items on IDEAS)

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    JEL classification:

    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification
    • E21 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Consumption; Saving; Wealth
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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