KOREASCHOLAR

SUSTAINABLE COMPETITIVE ADVENTAGE OF O4O SERVICE THROUGH ESPORTS: FOCUSING ON ESPORTS CHARACTER EXPERIENCE

Jaehun Kim, Jong-Kuk Shin, Sung Hyun Rhee
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422364
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.403
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

We enjoy various forms of leisure every day. Human play culture continues to change according to the development of technology and social environment. In line with the changing society, humans experience socialization, and the market continues to change in response to human new ways of life.

Keyword
eSportsO4OCollaborationCharacterTransmedia marketing
Author
  • Jaehun Kim(Kyungsung University, Republic of Korea)
  • Jong-Kuk Shin(Pusan National University, Republic of Korea)
  • Sung Hyun Rhee(National Hiroshima University, Japan)