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

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thesis
posted on 2022-11-17, 23:00 authored by CLARICE YI HUSTON
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.

History

Campus location

Australia

Principal supervisor

Angela Gracia Bondesto Cruz

Additional supervisor 1

Eloise Zoppos

Year of Award

2022

Department, School or Centre

Marketing

Course

Doctor of Philosophy

Degree Type

DOCTORATE

Faculty

Faculty of Business and Economics

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