SYSTEMATİC ANALYSİS OF THE E-SPORTS MARKETİNG LİTERATURE

Öz

This study aims to systematically evaluate academic research published in the field of e-sports marketing, with the goal of identifying key trends, fundamental strategies, and gaps in the existing literature. A total of 50 scholarly studies published between 2015 and 2025 in the Web of Science (WoS) database were examined using a systematic analysis method. The findings indicate a notable increase in research on e-sports marketing, particularly in 2020 and 2021, with a predominant reliance on quantitative research methods. China and the United States emerged as the leading countries in terms of publication volume, while the United States, the United Kingdom, and Ireland demonstrated the highest citation impact. Among the most cited works are those by Keiper et al. (2017), Lu (2016), and Rossi et al. (2021). Key thematic areas revolve around sponsorship, brand collaborations, social media marketing, and consumer behavior. This study contributes to the literature by highlighting the dynamic structure of e-sports marketing and identifying potential directions for future research.

Anahtar Kelimeler

• E-Sports
• e-sports marketing
• systematic analysis

E-SPOR PAZARLAMASI LİTERATÜRÜNÜN SİSTEMATİK ANALİZİ

Öz

Bu çalışma, e-spor pazarlaması alanında yayınlanan akademik araştırmaları sistematik bir şekilde değerlendirerek alandaki eğilimleri, temel stratejileri ve literatürdeki boşlukları ortaya koymayı amaçlamaktadır. 2015-2025 yılları arasında Web of Science (WoS) veri tabanında yer alan 50 bilimsel çalışma, sistematik analiz yöntemiyle incelenmiştir. Bulgular, e-spor pazarlamasına yönelik çalışmaların özellikle 2020 ve 2021 yıllarında belirgin bir artış gösterdiğini ve ağırlıklı olarak nicel yöntemlerle gerçekleştirildiğini ortaya koymaktadır. Çin ve ABD, en fazla yayın üreten ülkeler olarak öne çıkarken; ABD, İngiltere ve İrlanda, en yüksek atıf etkisine sahip ülkelerdir. En çok atıf alan çalışmalar arasında Keiper ve arkadaşları (2017), Lu (2016) ve Rossi ve arkadaşları (2021) yer almaktadır. Anahtar temalar, sponsorluk, marka iş birlikleri, sosyal medya pazarlaması ve tüketici davranışları etrafında şekillenmektedir. Çalışma, e-spor pazarlamasının dinamik yapısını ve gelecekteki araştırmalar için potansiyel alanları vurgulayarak literatüre katkı sağlamaktadır.

Anahtar Kelimeler

• E-Spor
• e-spor pazarlaması
• sistematik analiz

Kaynakça

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