The use of e-sports in the marketing communication process: An investigation on generations Y and Z purchase behaviors

Technological developments experienced day by day have caused changes to occur in sports as well as in every field. As a result of technological developments, traditional sports have become digital and have begun to integrate with technology. At the same time, a new branch of sports has emerged as a result of digitalization. This sport is called e-sports. Today, e-sports, which rivals traditional sports, has become an area where brands can use marketing communication tools and reach their target audiences with its increasing influence and awareness. As a result of this situation, many national and international brands have started to carry out marketing communication processes in e-sports. The aim of this thesis is to examine the marketing communication process in e-sports, and to determine the perception of the advertising and sponsorship activities of brands on the Y and Z generations, the effect of the generations on the purchasing behavior and brand awareness in League of Legends, one of the most important games of e-sports.