Netizens' behavior towards a blockchain-based esports framework: a TPB and machine learning integrated approach
International Journal of Sports Marketing and Sponsorship
Article publication date: 7 December 2021
Issue publication date: 19 August 2022
Based on the concepts confined in Ajzen's theory of planned behavior (TPB), this study investigates users' attitudes towards adoption of a blockchain-based framework in the esports industry that proposes a scheme of rewarding stakeholders for their invested attention along with blockchain technology's inherent protocols.
The present study uses RStudio (Version 1.3.1093) package RedditExtractoR for scraping and analysis of the discussion referring to the keyword “Verasity” on the Reddit website. The final corpus of 1,913 user comments was considered for the study. Sentiment analysis was initially conducted to explore the semantic orientation of the users concerning Verasity. This was followed by generalized equation modeling to analyze the impact of social media attributed to the users' commenting behavior.
The study found that Redditors, in general, have a positive attitude towards the adoption of a blockchain-based esports platform. This was validated through the empirical findings. The regression model states that there is a significant positive impact of the positivity in the comments over the Redditors' attitude and in their commenting behavior.
This study offers a new understanding of key contributing attributes of sentiment formation over social media concerning a blockchain-based esports framework. The study also establishes an empirical relationship between the social media attributes and the commenting behavior of Redditors. Finally, the current study offers valuable insights into social media engagements and the selection of highly influential Redditors for practicing marketing managers.
The first author is thankful to Ministry of Education, Government of India for providing the financial assistance.
Yadav, J., Misra, M., Rana, N.P., Singh, K. and Goundar, S. (2022), "Netizens' behavior towards a blockchain-based esports framework: a TPB and machine learning integrated approach", International Journal of Sports Marketing and Sponsorship, Vol. 23 No. 4, pp. 665-683. https://doi.org/10.1108/IJSMS-06-2021-0130
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