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Keywords: Esports
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (1): 20–34.
Published: 27 November 2025
...Gavin Nolin; Ismail Karabas; Skyler King Purpose Using signaling theory as a theoretical foundation, this study aims to investigate how consumers respond to message framing emphasizing physical location and popularity of an esports team. Additionally, this research looks at how power distance...
