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Behavioral Analysis of Personality, Branding and Emotional State in e-Sports

Author

Listed:
  • C. Halkiopoulos

    (University of Patras)

  • E. Gkintoni

    (University of Patras)

  • H. Antonopoulou

    (University of Patras)

  • L. Skouroliakos

    (University of Patras)

Abstract

E-sports have grown in popularity on a worldwide scale. Recent assessments place the industry's value at more than $612 million, with operations spanning Europe, North America, and Asia's emerging economies. Nowadays, e-Sports are being hailed as a highly effective marketing channel for businesses. The current study attempted to analyze the personal profiles of e-sports players in order to offer them with marketing privileges that would enable them to promote their companies more effectively. Three self-report questionnaires were used to collect data: the Profile of Mood States, the Eysenck Personality Questionnaire, the Emotional Intelligence Questionnaire, and the Brand Personality Appeal Questionnaire. The collected data were analyzed using appropriate transformations to provide a suitable format for implementing the corresponding machine learning algorithms available in the R software package. The findings of this study demonstrate, among other things, that mood state, emotional intelligence, and brand personality can all serve as critical variables and are prevalent in marketing literature covering a broad range of topics, including evidence that the mood state, emotional intelligence, and brand personality profiles of e-sports players can all serve as significant variables.

Suggested Citation

  • C. Halkiopoulos & E. Gkintoni & H. Antonopoulou & L. Skouroliakos, 2021. "Behavioral Analysis of Personality, Branding and Emotional State in e-Sports," Technium Social Sciences Journal, Technium Science, vol. 24(1), pages 434-447, October.
    • Handle: RePEc:tec:journl:v:24:y:2021:i:1:p:434-447
    DOI: 10.47577/tssj.v24i1.4723
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    References listed on IDEAS

    as
    1. Petrides, K.V., 2010. "Trait Emotional Intelligence Theory," Industrial and Organizational Psychology, Cambridge University Press, vol. 3(2), pages 136-139, June.
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    Cited by:

    1. Christina Vasilopoulou & Leonidas Theodorakopoulos & Ioanna Giannoukou, 2023. "Big Data and Consumer Behavior: The Power and Pitfalls of Analytics in the Digital Age," Technium Social Sciences Journal, Technium Science, vol. 45(1), pages 469-480, July.
    2. Hera Antonopoulou, 2023. "Evolutionary Features of Personality Research and Leadership Traits. A Comprehensive Analysis Authors," Technium Business and Management, Technium Science, vol. 6(1), pages 58-69.
    3. Christina Vasilopoulou & Leonidas Theodorakopoulos & Konstantinos Giotopoulos, 2023. "Big Data Analytics: A Catalyst for Digital Transformation in e-Government," Technium Social Sciences Journal, Technium Science, vol. 45(1), pages 449-459, July.
    4. Eftichia Koutsioumpa, 2023. "The present research thoroughly examines the impact of emotional intelligence on job performance. The significance of emotional intelligence concerning job satisfaction and its substantial influence o," Technium Business and Management, Technium Science, vol. 5(1), pages 15-27.
    5. Christina Vasilopoulou & Leonidas Theodorakopoulos & Giorgos Igoumenakis, 2023. "The Promise and Peril of Big Data in Driving Consumer Engagement," Technium Social Sciences Journal, Technium Science, vol. 45(1), pages 489-499, July.
    6. Gerasimos Kalogeratos, 2023. "Personality Types and Leadership Characteristics. A Mini Review," Technium Business and Management, Technium Science, vol. 5(1), pages 1-69–78.
    7. Stella Stiliadi, 2024. "Personality and Individual Differences in Leadership Behavior. Α Review," Technium Business and Management, Technium Science, vol. 7(1), pages 49-61.
    8. Constantinos Halkiopoulos, 2023. "Utilizing Blockchain Technology in Various Applications to Secure Data Flows. A Comprehensive Analysis," Technium, Technium Science, vol. 11(1), pages 44-55.
    9. Ioanna Giannoukou, 2023. "Personality Traits and Charismatic Leader: An Innovative Perspective on Leadership," Technium Business and Management, Technium Science, vol. 6(1), pages 105-125.
    10. Maria Theodoratou & Evgenia Gkintoni & Ignatia Farmakopoulou, 2023. "Executive Functions and Quality of Life in Neurodevelopmental Spectrum. An Outline," Technium Social Sciences Journal, Technium Science, vol. 39(1), pages 430-439, January.
    11. Ioanna Giannoukou, 2023. "The Role of Employees' Personality Characteristics in Job Performance and Satisfaction during Digitization Years," Technium Business and Management, Technium Science, vol. 6(1), pages 126-135.
    12. Evgenia Gkintoni & Hera Antonopoulou & Constantinos Halkiopoulos, 2023. "Emotional Neuroscience and Learning. An Overview," Technium Social Sciences Journal, Technium Science, vol. 39(1), pages 421-429, January.
    13. Hera Antonopoulou, 2023. "Building up Leadership Skills in Vulnerable Social Groups. Case Study in Bipolar Disorder and Psychoeducation Contribution," Technium Business and Management, Technium Science, vol. 6(1), pages 70-79.

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    More about this item

    Keywords

    Behavioral Analysis; Emotional State; Brand Personality; e-Sports; Emotional Intelligence; Data Mining;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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