Sungkyung Kim

While research on event management often draws on social exchange and media theories in understanding residents’ supportive attitudes, the role of government–public relationships and strategic communication remains underexplored. Addressing this gap, this study examines how bridging communication strategies affect residents’ supportive attitudes through government–public relationships dimensions in the pandemic-postponed Tokyo 2020 Olympics context. Using data from 500 Tokyo residents and partial least squares equation modeling, two serial mediation models—affect (satisfaction → trust) and cognition led (trust → satisfaction)—were tested. Findings reveal that bridging communication does not directly influence residents’ supportive attitudes; rather, it operates entirely through sequential mediation of satisfaction and trust. Both affect- and cognition-led pathways demonstrated similar effectiveness, suggesting that emotional and cognitive relationship components function as equally important mechanisms. These findings demonstrate that effective communication alone is insufficient; governments must foster genuine relationships grounded in both satisfaction and trust to secure support for mega sport events under challenging circumstances.

A deficiency of coordination and long-term beneficial relationships between host cities’ governments and residents could turn the hosting process into a social exercise. This study aimed to explore the underlying mechanism of government–public relationships (GPR) formation in the Olympic and Paralympic Games context, focusing on the roles of relationship-cultivation strategies (RCS) and perceived authenticity. Specifically, it investigated perceived authenticity’s mediating role between RCS and GPR. Data ( N = 500) were obtained from Tokyo residents via quota sampling with assistance from an international research company based in Japan. A two-step procedure employing structural equation modeling was applied to assess the measurement model’s psychometrical quality and to examine the hypotheses of the structural model. The results confirm all hypothesized relationships, indicating that the proposed research model effectively explains the complex formation of GPR. The second order of RCS was identified as an antecedent, and the mediation effect of perceived authenticity was confirmed. The findings suggest that residents of a host city who perceive their government as being authentic and having proper RCS initiatives tend to build better relationships with the local government. This novel finding highlights the importance of the RCS and authentic communication in forming GPR, providing a legitimate foundation for public support in mega-sport-event contexts.

This fascinating new book lifts the lid on the rapidly growing esports industry to examine its human dimension, exploring the career paths, performance, and wellbeing of esports players, as well as the marketing, media, and venue strategies that can keep fans engaged across the life course. The book introduces the fundamentals of esports for the reader who may not have prior knowledge, including key concepts and terminology. This book draws on recent research from psychology, high performance, business, and management. It explores key issues in contemporary esports, including skill development, health and fitness, career transitions, live streaming, sponsorship, consumer behaviour, and social identity in esports. Furthermore, the book examines special populations within the esports community, from parents of esports players to older adults. Every chapter opens with a thought-provoking question and contains real-world case studies from around the world. Offering a unique set of perspectives on esports and adding depth to the reading list for any esports course, this is essential reading for any student, researcher, or practitioner looking to better understand the esports industry.

We would like to express our gratitude for your interest in this book; moreover, we are delighted that you have joined us in exploring new ideas and knowledge throughout this educational journey. As the field of esports continues to progress with an increasing scope of subjects to explore and investigate, we hope this book encourages stronger engagement with esports, both in practice and within academic discourse. If you are particularly interested in becoming more involved in the specific disciplines of sport psychology and sport marketing within the context of esports, we encourage you to explore and examine the topics covered in greater depth. We also invite you to expand your interests to other relevant areas within these disciplines to explore their applications in esports. This will not only expand your insight but also contribute to the broader body of knowledge in the field. As a result, esports as an academic field has the potential for continuous growth and expansion; this growth promotes both practical applications and broader societal impact.

In today’s digital world, live streaming is a huge part of how people enjoy and consume entertainment. It is almost similar to watching a favourite show and sport live in the traditional media, but online with interactions. New social media platforms have completely changed how we communicate and get our entertainment, and this is especially true in the world of esports. Big platforms such as Twitch, YouTube Gaming, and Facebook Gaming are leading this change, making it easy for anyone to broadcast or watch games. Live streaming has helped esports grow much bigger. It has changed how people make, share, and watch gaming content. Now, you can watch both professional esports tournaments with huge prize money and everyday gamers playing their favourite games, all live. In this chapter, we will dive into the reasons why some people choose to stream their gameplay and why so many others love to watch it. We will explore the psychology behind this growing trend and see what makes live streaming such a big deal in esports using several theoretical frameworks. We will also learn how understanding these motivations is important for marketing in the esports world.

Providing a memorable and meaningful customer experience (CE) is no longer optional in today’s competitive entertainment market. According to Harvard Business Review Analytic Services, 93% of business leaders view CE as critical to their organisation’s overall performance. This emphasis on experience carries special weight in esports event venue marketing, where fans seek more than a simple place to watch matches. They want an immersive, high-tech, and engaging environment that deepens their connection to the games and teams they love. In this chapter, we explore experience marketing and servicescape as important concepts for shaping powerful, fan-centred experiences at esports venues. Building on Jani and Han’s argument that businesses should deliver memorable experiences rather than routine services, we investigate how esports venues are designed to enhance interactive activities, cutting-edge technology, and energetic atmospheres that capture fans’ passion. We also discuss the significance of a venue’s physical and digital environment (i.e., servicescape) in shaping attendees’ emotional responses, satisfaction, and future loyalty. Elements such as lighting, screen quality, seating comfort, Wi-Fi reliability, and even social zones for cosplayers or meet-and-greets can play a major role in creating standout memories.

In this chapter, we explore why fans become so attached to esports and how they express their dedication. To do this, we use consumer behaviour theories, focusing on social identity principles that help explain fan loyalty and engagement in digital sports. Our main goal is to show why an understanding of fan insights is so important for the esports industry. When organisations, teams, and sponsors learn how fans think, they can form deeper connections that last beyond a single match or event. We begin by looking at different types of esports fan identification, illustrating how fans develop a sense of belonging around certain games, players, or online groups. We then examine the concepts of BIRGing (basking in reflected glory) and CORFing (cutting off reflected failure) to understand how fans respond to wins and losses, and how these responses shape their identity within esports communities. The chapter begins by introducing esports and fan behaviour. It then presents reasons why understanding fan behaviour is crucial for marketing and brand building. Finally, it delves into Social Identity Theory with multiple types of esports fans’ identification and its applications to esports.

The significance of sponsorship in esports continues to grow alongside the industry’s exponential expansion. Recent data from Mastercard illustrates this growth trajectory, with global esports spending increasing by 7.5% in early 2024, following a robust 10.4% growth in 2023. Emerging markets demonstrate particularly strong momentum, with Brazil experiencing a 21.2% increase, followed by Mexico at 17.7%. These figures show the increasing attractiveness of esports as a sponsorship. To understand the effectiveness of sponsorship, we must understand the psychological mechanisms that drive consumer behaviour. Research consistently indicates that purchase decisions largely occur at an unconscious level. Zaltman suggests that approximately 95% of purchase decisions stem from unconscious processes rather than deliberate consideration. This understanding is further developed by Lindstrom, who demonstrates how environmental cues such as sounds and visual elements influence purchasing behaviour subconsciously. Kahneman reinforces this perspective, highlighting how consumers often make rapid, intuitive decisions rather than engaging in systematic evaluation. This chapter examines key psychological theories that underpin effective sponsorship in esports, including self-congruity theory. Through this theoretical lens, we will understand how successful sponsorships create meaningful connections with audiences, ultimately driving both brand value and industry growth.