Esports and online gaming consumption: a hermeneutic exploration of consumer journeys and experiences

This thesis presents three studies that explore the experiences of esports and online gaming consumers. The first study examines the various journeys consumers undertake within the esports field. The second study considers one of the key challenges faced by new consumers in esports and online gaming - toxicity - and how this impacts new consumer socialisation. The third study situates toxicity within the broader social context of neoliberalism and how this helps normalise toxicity within consumption communities. Overall, this thesis contributes to our understanding of esports and online gaming consumer culture.