Purpose: Notwithstanding the dynamics of digital transformation and its relevance for revenue generation in the entertainment industry, empirical research that focused on consumer behavior at the intersection of sport content and media technology acceptance is limited. Virtual reality (VR) is a...

Purpose: Electronic Sports (eSports) is an emerging sector of the sports and entertainment industry experiencing an accelerated increase in consumer and sponsor demand. This paper aims to study selected cases of eSports service ecosystems, to identify similarities and differences and to...

Purpose The purpose of this paper is to introduce a conceptual model of branded entertainment into sport marketing and highlight Red Bull’s strategy as a “best practice”. Branded entertainment, the full integration of advertising into entertainment content, is an innovative marketing...