Background: In 2019, the esport industry is expected to become a billion-dollar industry. This new industry has presented rapid growth in recent times which has led to new organizations and companies being formed to capitalize on this opportunity. However, the creation of this new industry has presented a new area of consumption where transfer of pre-existing knowledge is not viable. This leads us to the question; how does one interact with this newly formed industry and its followers? Purpose: The purpose of this thesis is to investigate how esport organizations interact with their brand communities and explore what they achieve through such interactions. Method: Empirical data has been gathered from esport organizations that has one or several teams competing in their highest national league. The gathering of data was done through semi-structured interviews. The data was later analyzed using literature and conclusions were drawn from this. Conclusion: The evidence suggests that esport organizations puts more emphasis on online platforms and interactions than offline interactions when interacting with their brand communities. It was also found that esport organizations emphasize a feeling of inclusion and positivity which could act as an asset both in terms of expanding the reach of their brand community and attracting new sponsorships.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-51181 |
| Date | January 2019 |
| Creators | Holmström, Markus, Sopaj, Larglind, Nord, Douglas |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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