FSS, J. Goričar Central Social Sciences Library, Ljubljana (ODKLJ)
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13.
Ešporti kot oglaševalska platforma v Sloveniji : diplomsko delo
Zavašnik, Samo
Iskal sem odgovor na vprašanje o možnostih oglaševanja v ešportih (tudi e-športi), tj. tekmovalnem igranju videoiger in raziskoval doživljanje tovrstnih sporočil s strani udeležencev slovenskih ...dogodkov. Pregledu teorije in stanja oglaševanja e-športov po svetu ter pri nas, je sledilo pridobivanje odgovorov na raziskovalno vprašanje s pomočjo spletne ankete, poslane izključno udeležencem največjega tovrstnega dogodka v Sloveniji, EPICENTER 16. Kvantitativno sem analiziral 107 odgovorov in ugotovil, da imajo v povprečju vsi zmerno pozitivno naklonjenost sponzorjem dogodkov in bi raje kupili izdelek znamke, ki oglašuje na dogodku. S pomočjo nehierarhičnega združevanja v skupine z metodo voditeljev, sem respondente razvrstil v tri izrazite skupine - Zmerneži, Navdušenci in Fokusiranci. Navkljub majhnemu številu članov v posamezni skupini (N=57), so se le-te odzivale po pričakovanjih, vendar velikost vzorca omejuje posploševanje na populacijo. Nadaljnjo raziskovanje na področju mora biti ali zastavljeno širše in mora poizkusiti empirično zajeti celoten spekter e-športov (ekipe, igralci, turnirji, lige, razvijalci, itn.), ali biti zelo fokusirano in kvalitativno analizirati določen pojav znotraj industrije.
Type of material - undergraduate thesis
; adult, serious
Publication and manufacture - Ljubljana : [S. Zavašnik], 2020
Č Ms 0000017068 Closed stacks
Č Ms 17068 Closed stacks
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