Honors College Theses

Publication Date

4-4-2023

Major

Marketing (BBA)

Document Type and Release Option

Thesis (open access)

Faculty Mentor

Charles Marvil

Abstract

Recently esports, specifically Multiplayer Online Battle Arena (MOBA) esports has grown to where esports pull upwards of 150 million hours watched per specific major event. Despite this, esports and specifically Multiplayer Online Battle Arena esports have extraordinarily little literature on what factors affect viewership. This Honors thesis attempts to illustrate how the Digital Content Marketing (DCM) of esports affect the event’s viewership and engagement of viewers during and after the event using data from esports charts and social media. This study has theoretical implications for digital content marketing and expands the literature of esports and looks to spark future discussion on the factors that influence the viewership and engagement of digital events. For marketing managers it is important to determine the approximate number of views a marketing effort will get before agreeing to the price, this study provides a forecast of views and engagements of the event.

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