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Generation Z and Millennial esports gamers’ perceived toxicity risk and game brand loyalty: moderated mediation effects of brand identification, self-efficacy, and support from game brand

Kun Chang, Hyun-Woo Lee, Gregg Bennett
Journal: Young Consumers: Insight and Ideas for Responsible Marketers
Young Consumers: Insight and Ideas for Responsible Marketers (2024) 25 (1): 28–44.
https://doi.org/10.1108/YC-11-2022-1635
Published: 05 September 2023
...Kun Chang; Hyun-Woo Lee; Gregg Bennett Purpose The rampant toxic gaming environment in most major esports games has become a challenge in maintaining gamers’ loyalty to the game. Guided by the theory of stress and coping, this study aims to investigate how and under what condition esports gamers...
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