PERSONAL BRANDS OF ESPORTS ATHLETES: AN EXPLORATION OF EVALUATION MECHANISMS

Ilya Musabirov (), Denis Bulygin () and Ekaterina Marchenko ()
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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

HSE Working papers from 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

Keywords: valuation studies; exemplars; brands; esports; network analysis; text analysis (search for similar items in EconPapers)
JEL-codes: E21 M31 Z13 (search for similar items in EconPapers)
Pages: 12 pages
Date: 2019
New Economics Papers: this item is included in nep-ipr, nep-mac and nep-ore
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Published in WP BRP Series: Sociology / SOC, December 2019, pages 1-12

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Persistent link: https://EconPapers.repec.org/RePEc:hig:wpaper:90/soc/2019

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