Electronic sports have become a popular sport among young people due to their fun and competitive nature. But the controversy surrounding it has been ongoing, with the mainstream view still believing that the addictive nature of eSports poses great harm to young people. Some also argue that eSports do not conform to the spirit of the Olympic Games and therefore cannot be included in the category of sports. Despite so much controversy, eSports still have a huge fan base. Unlike traditional sports, eSports are mainly promoted through new media industries such as social media. This dissertationaims to investigate whether there are any biases in the current promotion methods of electronic sports on social media. On this basis, the research question of this dissertation is: Is the current eSports dissemination model conducive to further promotion of eSports. The controversy and focus of this issue lie in how to correctly understand the shortcomings of the current eSports’ promotion model, and what impact these shortcomings have on eSports promotion. The main point of controversy lies in the perspective from which to discuss this issue. From the standpoint of clubs or teams, it is understandable to use celebrity players for promotion, while from the perspective of fans, they prefer players to focus more on the game or receive more promotional content that focuses on the game itself.

Li Tairan. Taking Weibo as an Example to Analyze the Problems Existing in the Current Electronic Sports Communication Mode. Academic Journal of Business & Management (2025), Vol. 7, Issue 7: 208-213. https://doi.org/10.25236/AJBM.2025.070728.

[1] Abarbanel, B., & Johnson, M. R. (2019). Esports consumer perspectives on match-fixing: implications for gambling awareness and game integrity. International Gambling Studies, 19(2), 296-311.

[2] Abeza, G., O’Reilly, N., & Seguin, B. (2017). Social Media in Relationship Marketing: The Perspective of Professional Sport Managers in the MLB, NBA, NFL, and NHL. Communication & Sport, 7(1), 80–109. https://doi.org/10.1177/2167479517740343

[3] Alexandrescu, M. B., & Milandru, M. (2018). Promotion as a form of Communication of the Marketing Strategy. Land Forces Academy Review, 23(4), 268-274.

[4] All, A., Castellar, E. P. N., & Van Looy, J. (2015). Towards a conceptual framework for assessing the effectiveness of digital game-based learning. Computers & Education, 88, 29-37.