Work

Effectiveness of esports sponsor advertising: analyzing screen placement, sponsor type and match period in esports events with eye-tracking

Year: 2025

Type: article

Source: International Journal of Sports Marketing and Sponsorship

DOI: 10.1108/ijsms-06-2025-0287

Authors: Shang-Chun Ma, Hung Yi, Chia-Liang Tsai, Wooyoung (William) Jang, Kevin Byon

Institutions: National Cheng Kung University, Indiana University Bloomington, Indiana University, Southern Methodist University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7101425367

FWCI: 1.796

Cites: 50

Cited by: 1

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