Explanipedia

eSport consumption and sponsor brand equity: the mediating role of congruence Open

Yeayoung Noh, Yoonji Ryu, Kyungyeol Kim · 2025

The present study examines how eSport consumption influences sponsor brand equity through the mediating role of sponsor-eSport congruence. Specifically, the current study investigates the mediating effects of congruence in the relationship…

Reference Points, Loss Aversion, and Sport: Text Analysis of Football Highlight Comments Open

Eunsoo Park, Yoonji Ryu, Wonseok Jang, Gyemin Lee, Hyunwoong Pyun · 2025

This study performed a direct test of reference-dependent preferences with loss aversion in National Football League fans. For the 2021 and 2022 seasons, we collected all comments from YouTube game highlights. Subsequently, we identified e…

Demand for Chinese Super League Broadcast: An Analysis of Broadcasters’ Match Selection and TV Ratings Open

Shanshan Li, Kihan Kim, Yoonji Ryu, Hansol Kim · 2023

Research question The purpose of this paper is to examine the factors affecting broadcasters’ choice of matches and audience viewership of live Chinese Super League (CSL) matches.

Missed a live match? Determinants of League of Legends Champions Korea highlights viewership Open

Yoonji Ryu, Hui Hwang, Jae-Hyun Jeong, Wonseok Jang, Gyemin Lee , et al. · 2023

This research aims to explore the determinants of the League of Legends Champions Korea (LCK) highlight views and comment counts. The data of 629 game highlight views and comment counts for seven tournaments were collected from YouTube. Th…

Determinants of Esports Highlight Viewership: The Case of League of Legends Champions Korea Open

Hyunwoong Pyun, Won-Seok Jang, Gyemin Lee, Yoonji Ryu, Hui Hwang , et al. · 2023

Studies on esports league demand via new media platforms are limited yet. This paper is the first to identify determinants of esports highlight viewership. Using set-level highlight view count from YouTube, we analyze various determinants …

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