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The rise and popularity of digitalization have made the addictive use in the virtual world more common, which has aroused wide attention from academia and public. Uncovering the underlying mechanism of addictive use is essential to address this serious issue.

By utilizing the context of massively multiplayer online games (MMOGs), this study developed virtual-domain perfectionism of seeking excellence and avoiding failure from the dual process model of perfectionism and identified four affordances in MMOGs from the perspective of technology affordance. The authors surveyed 302 valid samples in MMOGs to empirically test the research model.

The results demonstrate that two processes of virtual-domain perfectionism influence addictive use positively in MMOGs. Technology affordances perform as the antecedents of virtual-domain perfectionism and conduct distinct impacts in MMOGs. Specifically, affordances of interaction and identity are positively related to virtual-domain perfectionism, while achievement affordance is unrelated to virtual-domain perfectionism. Immersion affordance is positively related to virtual-domain perfectionism of seeking excellence and negatively associated with virtual-domain perfectionism of avoiding failure.

This study identified virtual-domain perfectionism and specific MMOGs affordances. The research model provides insights into addictive use in MMOGs by leveraging context and combining lenses. Research findings help elucidate the role of virtual-domain perfectionism on the addictive use from MMOGs affordances with the corresponding technical features.

The main purpose of this paper is to explore implications of the illusion of reality in the gaming world for libraries, aiming to uncover the challenges and opportunities they face in adapting their services to the gaming context.

Through a comprehensive exploration of the topic, various sources, such as Scopus, Google Scholar and ResearchGate were used. This study draws upon existing literature to analyze the impact of the illusion of reality in gaming on libraries and their offerings.

The findings emphasize the crucial role of libraries in comprehending the illusion of reality in gaming to remain relevant and effectively meet the evolving needs of patrons. It also emphasize the impact of the illusion of reality on user engagement, information-seeking behaviors, digital literacy challenges and the evolving gaming landscape. The findings highlight opportunities for libraries to leverage the illusion of reality, thereby enhancing user experiences, fostering community engagement, promoting information literacy and creating immersive learning environments.

This paper contributes a unique investigation into the impact of the illusion of reality in gaming on libraries, underscoring its significance. It offers practical recommendations to enhance library services, user experiences and community engagement within the gaming domain. The study provides valuable insights for library professionals, researchers and policymakers seeking to understand and adapt to the changing dynamics of the gaming world.

This study aimed to identify subgroups of esports players based on their gaming behavior patterns across game genres and compare self-efficacy, social efficacy, loneliness and three dimensions of quality of life between these subgroups.

324 participants were recruited from prolific academic to complete an online survey. We employed latent profile analysis (LPA) to identify subgroups of esports players based on their behavioral patterns across genres. Additionally, a one-way multivariate analysis of covariance (MANCOVA) was conducted to test the association between cluster memberships and development and well-being outcomes, controlling for age and gender as covariates.

LPA analysis identified five clusters (two single-genre gamer groups, two multigenre gamer groups and one all-genre gamer group). Univariate analyses indicated the significant effect of the clusters on social efficacy, psychological health and social health. Pairwise comparisons highlighted the salience of the physical enactment-plus-sport simulation genre group in these outcomes.

This study contributes to the understanding of the development and well-being benefits experienced by various esports consumers, as well as the role of specific gameplay in facilitating targeted outcomes among these consumer groups.

This study aims to investigate the effect of social influence and value-driven mobile marketing activities on consumers’ acceptance of mobile marketing offers.

The method used is survey questionnaire. A proposed model was tested by using structural model analysis and data gathered from 356 Mexico consumers and 346 US consumers.

The study shows the number of peers and providing information are the main predictor variables of consumer acceptance of mobile marketing offers in both countries. These results suggest that social value factors are important variables for explaining consumers’ responses to mobile marketing offers across two countries characterized by dissimilar macro-environmental conditions.

The study’s overall implication about standardization vs adaptation is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries. One limitation in this study is the use of a convenience sample of undergraduate college students. This study did not control for different types of mobile phones and the screen sizes of mobile phones.

The overall implication of standardization vs adaptation from the study results is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries.

Unlike previous studies where the emphasis is to explicate the effect of value-oriented mobile activity, this study examines the combined effect of social influence and value-driven mobile activities on acceptance of mobile marketing.

Research on electric sports (eSports) has experienced significant growth in recent years as a consequence of increasing connectivity, institutionalization, and technological advances. However, the interdisciplinary nature of the eSports as a field and the burgeoning growth in eSports articles have rendered it necessary to conduct a systematic review of extant literature to take stock of the knowledge accumulated. To this end, we aim to undertake a comprehensive review of extant literature that takes stock of published research to derive opportunities for future research in the realm of eSports. In so doing, we contribute to the advancement of the field by mapping out the knowledge trajectory of eSports research and elucidating areas that have remained underexplored thus far.

To conduct systematic review of the eSports literature, we employed a framework that included six essential steps: protocol, search, appraisal, synthesis, analysis, and report. This comprehensive approach enables us to meticulously investigate the existing body of literature on eSports and identify key trends and topics addressed within the field. By conducting the multidisciplinary systematic literature review, we thoroughly assess the current state of eSports literature and subsequently outline potential research avenues that can contribute to eSports fields.

This study draws on a six-phase framework – member preparation, team formation, character selection, team coordination, team performance, and team reflection – to illustrate the roles played by different levels of analysis unit (i.e. characters, players, and teams) and three distinct yet interconnected stages (i.e. inputs, process, and outputs) within eSports games as well as the research opportunities it brings.

We conducted a rigorous systematic review of the eSports literature by using quantitative citation analysis and qualitative content analysis. Furthermore, we adopted team dynamic view of eSports to identify potential research avenues for future research that contribute to advancing our understanding of the eSports tournaments.

Knowledge transfer which refers to the communication of knowledge from a source so that it is learned and applied by a recipient has long been a challenge for knowledge management. The purpose of this study is to understand influencing factors of transactive memory system (TMS) and knowledge transfer.

Drawing on the theories of communication visibility, social distance and flow, this study develops a research model. Then, data are collected from users of the social media mobile App. Partial least squares-structural equation modeling (PLS-SEM) is employed to analyze data.

TMS is a valid second-order construct in the social media mobile app context, which is more reflected by credibility. Meanwhile, communication visibility and social distance each have positive effects on TMS which further has a positive effect on knowledge transfer. Flow has a positive effect on knowledge transfer.

Developers of the mobile App should carefully consider the role of information and communication technology (ICT) in supporting TMS and knowledge transfer. They should consider recommendation algorithm so that the benefit of communication visibility can be retained. They should design the feature to classify users based on similarity so as to stimulate users' feeling of close social distance. They should keep on improving features based on users' holistic experience.

This study incorporates the perspectives of communication visibility, social distance and flow to understand TMS and knowledge transfer, presenting a new lens for research.

The study aims to determine the outcomes of mentorship in an online game system, as well as the characteristics of good mentors.

A combination of anonymized survey measures and in-game behavioral measures were used to power longitudinal analysis over an 11-month period in which protégés and non-mentored new players could be compared for their performance, social connections and retention.

Successful people were more likely to mentor others, and mentors increased protégés' skill. Protégés had significantly better retention, were more active and much more successful as players than non-protégés. Contrary to expectations, younger, less wealthy and educated people were more likely to be mentors and mentors did not transfer their longevity. Many of the qualities of the mentor remain largely irrelevant—what mattered most was the time spent together.

This is a study of an online game, which has unknown generalizability to other games and to offline settings.

The results show that getting mentors to spend dedicated time with protégés matters more than their characteristics.

Good mentorship does not require age or resources to provide real benefits.

This is the first study of mentorship to use survey and objective outcome measures together, over time, online.

The purpose of this exploratory study is to identify the antecedents of brand hate in respect to luxury brand gamification marketing activities.

Five gamified product placements characterized by the ad hoc design of luxury co-branded virtual and/or physical products were selected for the research study. Content analysis was used to identify patterns and classify negative comments shared online into categories.

A content analysis of the negative comments (n. 2,321) related to the perception toward gamification of luxury fashion in videogames revealed the following seven domains: monetization of the game; promotion of inappropriate behavior; unethical placement; games commodified by brands; predatory monetization; perceived incongruence; poor product performance.

The exploratory research study revealed how the perception of gamification activities trigger negative emotions toward luxury fashion brands. It was significant that many of these emotions fall within the antecedents of brand hate.

Luxury companies and game developers need to be aware and manage the antecedents of brand hate in respect to luxury brand gamification activities in videogames. Moreover, luxury brands need to consider customers’ influencing behavior via online word-of-mouth and the potential to impact attitudes and behaviors of other consumers toward brands.

The ethics of gamification within a marketing context have largely escaped inquiry. The study provides evidence that luxury brands need to align the fundamentals of luxury brand management in the digital world of gaming.

The advent of online live streaming platforms (OLSPs) and online health communities (OHCs) has expedited the integration of traditional medical services with Internet new media technology. Since the practice of physicians conducting live streaming is a relatively new phenomenon, the potential cross-platform effects of such physicians’ live streaming have not received adequate attention.

This study collected data from 616 physicians specializing in cardiology, obstetrics and gynecology and neurology between April and November 2022 on Live.Baidu.com and WeDoctor.com. It constructed a panel data set comprising a total of 4,928 observations over an 8-month period and validated the model using empirical analysis with the fixed-effects method.

We find evidence of cross-platform influence in online healthcare. Physicians’ live streaming behavior (whether live or not and the heat of their streams) on OLSPs positively impacts both their consultation and reputation on OHCs. Additionally, physicians’ ability positively moderates the relationships between live streaming heat and their performance (in terms of consultation volume and reputation) on OHCs. However, ability does not moderate the relationship between physicians’ live streaming status (live or not) and their performance (in terms of consultation and reputation) on OHCs. Furthermore, the attractive appearance of the physicians also significantly moderates the impact in a positive way.

This is one of the pioneering studies on physicians’ live streaming. The study offers vital guidance for physicians and patients utilizing dual platforms and holds significant reference value for platform operators (such as OLSPs and OHCs) aiming to optimize platform operations and for the government in policy formulation and industry regulation.

Traditional sports have seen declining participation at many levels, with football being no different. This is occurring at a time when emergent technologies present new challenges, particularly to the crucial yet ignored cohort of millennials. Without meeting the needs of millennials, football cannot be successful in the future. This research seeks to understand how millennial football fandom (sport, not team) in Australia impacts football participation, whilst empirically examining the impact of football video games (FVGs).

Survey data are collected from online groups, forums and social media pages of Australian football (soccer) fans. Quantitative analysis of millennial fandom and its influence on football participation (for the first time demarcated into play and engagement) is undertaken, including the moderating influence of time spent playing FVGs, amidst covariate influences of age and number of children.

Results highlight the multi-dimensionality of millennial football fandom in Australia, reveal the typical hours spent playing football across a range of participation types (including play and engagement), support fan involvement’s influence on engagement with football, establish that a desire to interact with other football fans manifests in playing more football, specify how playing FVGs moderates these relationships, supports the covariate influences of age and evidences that playing FVGs does not hamper football play.

This is the first study to examine millennial fans of football (the sport, not tied to a club) and the influence of fandom on football participation. By separating football participation into two forms, play and engagement, we highlight discrete influences, whilst evaluating for the first time the moderating influence of the time millennials spend playing FVGs. For sport managers and administrators, these are important findings to facilitate better segmentation, recruitment, retention and participation, each with broader societal health benefits. This is undertaken in Australia where football is not a dominant code, relegating fandom to a niche, thus revealing important findings for sports and business management.