Purpose – The purpose of this study is to investigate the determinants of volunteer's motivation at major sporting events, how those affect future voluntary engagement, and whether there are differences in motivation based on the type of event. Design/methodology/approach – A quantitative...

Purpose The study aims to provide a reference for market segmentation in a relatively new market. Esports consumer profiles are developed based on consumption motives, structural factors, game genres, interests, demographics and behavioral intentions. It delivers managerial advice for a growing...