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Journals / Spor Bilimleri Dergisi / 2025 / Cilt: 36 Sayı: 4

Scandals in Esports: Insights on Brand Equity and Crisis Management

Espor Skandalları: Marka Değeri ve Kriz Yönetimine Dair İçgörüler

Orçun Keçeci(OSMANİYE KORKUT ATA ÜNİVERSİTESİ)0000-0002-1909-409X
Pages
283–302
Publication Date
2025-12-05
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

As a result, it is emphasized that esports organizations should develop proactive and holistic crisis management approaches against crises.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The purpose of this study is to examine scandals in esports and qualitatively reveal the reflections of such scandals on crisis management and brand equity.
📊
Key Findings & Data:The data on esports scandals were obtained from the media content of 15 esports scandals that are claimed to be widely featured on the internet according to the keyword “cheating in esports” on Wikipedia.
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Conclusion & Impact:As a result, it is emphasized that esports organizations should develop proactive and holistic crisis management approaches against crises.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:Espor · Kriz yönetimi · Skandal

Abstract

The purpose of this study is to examine scandals in esports and qualitatively reveal the reflections of such scandals on crisis management and brand equity. The study offers a unique perspective to understand how the digital and interaction-based nature of esports shapes crisis processes. The research is structured with a qualitative approach and a multiple case design is adopted. The data on esports scandals were obtained from the media content of 15 esports scandals that are claimed to be widely featured on the internet according to the keyword “cheating in esports” on Wikipedia. The data on the reflections of the scandals on brand equity and crisis management were obtained from semi-structured interviews conducted with professionals and academics working in the esports industry. A total of 15 participants were reached, including 7 esports professionals and 8 academics, using convenience sampling and criterion sampling methods. The data obtained were analyzed by descriptive and content analysis methods. The analysis revealed that crises have a serious impact on brand credibility, fan loyalty and image, and that crisis management involves multi-layered strategies for governance, communication and reputation repair. Furthermore, the digital nature of esports increases the speed at which crises spread and therefore requires more agile response mechanisms. As a result, it is emphasized that esports organizations should develop proactive and holistic crisis management approaches against crises.

Özet

Bu araştırmanın amacı, esporda ortaya çıkan skandalları inceleyerek bu tip skandalların kriz yönetimi ve marka değeri üzerindeki yansımalarını nitel açıdan ortaya koyabilmektir. Çalışma, esporun dijital ve etkileşime dayalı doğasının kriz süreçlerini nasıl şekillendirdiğini anlamaya yönelik özgün bir bakış açısı sunmaktadır. Araştırma, nitel bir yaklaşımla yapılandırılmış olup çoklu durum deseni benimsenmiştir. Espor skandalları ile ilgili veriler, Wikipedia'da "cheating in esports" anahtar kelimesine göre internet ortamında yaygın olarak yer aldığı öne sürülen 15 espor skandalının medya içeriğinden elde edilmiştir. Skandalların marka değeri ve kriz yönetimi üzerine yansımaları ile ilgili veriler ise espor endüstrisinde görev yapan profesyoneller ve akademisyenler ile yapılan yarı yapılandırılmış görüşmelerden elde edilmiştir. Elde edilen veriler betimsel analiz ve içerik analizi yöntemleriyle incelenmiştir. Analiz sonucunda, krizlerin marka güvenilirliği, taraftar sadakati ve imaj üzerinde ciddi etkiler yarattığı ve kriz yönetiminin yönetişim, iletişim ve itibar onarımına yönelik çok katmanlı stratejiler içerdiği ortaya konmuştur. Ayrıca, esporun dijital doğası, krizlerin yayılma hızını artırmakta ve bu nedenle daha çevik müdahale mekanizmalarını zorunlu kılmaktadır. Sonuç olarak, espor organizasyonlarının krizlere karşı proaktif ve bütüncül kriz yönetimi yaklaşımları geliştirmeleri gerektiği vurgulanmaktadır.

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Cite This Article

Keçeci, O. (2025). Scandals in Esports: Insights on Brand Equity and Crisis Management. Spor Bilimleri Dergisi, Cilt: 36 Sayı: 4, 283–302. https://doi.org/10.17644/sbd.1732097

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