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

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

International Journal of Sports Marketing and Sponsorship 1–22.

https://doi.org/10.1108/IJSMS-06-2025-0287

Published: 28 October 2025

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Journal Articles

Spectators’ adaptation to health-related risk: the moderating role of team identification and past spectating experience

Shang Chun Ma, Kevin Byon, Shang Min Ma

International Journal of Sports Marketing and Sponsorship (2025) 26 (5): 906–928.

https://doi.org/10.1108/IJSMS-06-2024-0144

Published: 11 March 2025

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Journal Articles

Is mobile gaming a new pillar of esports? Exploring players' in-game purchases in PC and mobile platforms by using flow and clutch

Ssu-Yun Chou, Wooyoung (William) Jang, Shang Chun Ma, Ching-Hung Chang, Kevin K. Byon

International Journal of Sports Marketing and Sponsorship (2023) 24 (2): 311–332.

https://doi.org/10.1108/IJSMS-07-2022-0134

Published: 03 January 2023

View article titled, Is mobile gaming a new pillar of esports? Exploring players' in-game purchases in PC and mobile platforms by using flow and clutch

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Journal Articles

Service quality, perceived value and behavioral intentions among highly and lowly identified baseball consumers across nations

Shang Chun Ma, Kyriaki Kaplanidou

International Journal of Sports Marketing and Sponsorship (2020) 21 (1): 46–69.

https://doi.org/10.1108/IJSMS-02-2019-0018

Published: 19 September 2019

View article titled, Service quality, perceived value and behavioral intentions among highly and lowly identified baseball consumers across nations

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Journal Articles

Fitness innovativeness, duration of stay, and revisit behavior: a moderation relationship

Ching-Hung Chang, Leigh Robinson, Shih-Tung Shu, Shang-Chun Ma

International Journal of Sports Marketing and Sponsorship (2019) 20 (4): 634–645.

https://doi.org/10.1108/IJSMS-10-2018-0107

Published: 06 August 2019

View article titled, Fitness innovativeness, duration of stay, and revisit behavior: a moderation relationship

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

Spectators’ adaptation to health-related risk: the moderating role of team identification and past spectating experience

Is mobile gaming a new pillar of esports? Exploring players' in-game purchases in PC and mobile platforms by using flow and clutch

Service quality, perceived value and behavioral intentions among highly and lowly identified baseball consumers across nations

Fitness innovativeness, duration of stay, and revisit behavior: a moderation relationship

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