分析亚运会电竞赛事公众看法，揭示多方如何共创价值。
Esports Debut as a Medal Event at 2023 Asian Games: Exploring Public Perceptions with BERTopic and GPT-4 Topic Fine-Tuning
- 用LLM增强的BERTopic模型识别公众五大关注主题。
- 社交媒体营销与赛事基建显著影响公众认知和品牌推广。
- 非传统利益相关方助力国家形象传播，推动跨文化合作。
本研究通过基于大语言模型增强的BERTopic建模分析，探讨2023年亚运会电竞项目期间公众对电子竞技的看法及价值共创机制。研究识别出五类主要公众议题，并揭示了赛事内外关键利益相关方如何在电竞生态中协同创造价值。核心发现表明，社交媒体营销策略有效引导公众舆论并提升赛事与品牌影响力，赛事后勤与基础设施建设亦至关重要。此外，传统电竞生态外的利益相关方在促进国家代表性和表现力方面发挥了显著价值。研究支持电子竞技作为体育项目的合法化进程，指出主流认可仍面临挑战。电竞首次成为亚运会正式奖牌项目体现了更广泛的社会接纳度，有助于缓解负面公众认知。非传统参与方的贡献凸显了跨文化协作在电竞中的重要意义。
原文摘要 · Abstract (English)
This study examined the public opinions of esports at the 2023 Asian Games and value co-creation during the event using an LLM-enhanced BERTopic modeling analysis. We identified five major themes representing public perceptions, as well as how major stakeholders co-created value within and beyond the esports ecosystem. Key findings highlighted the strategic use of social media marketing to influence public opinion and promote esports events and brands, emphasizing the importance of event logistics and infrastructure. Additionally, the study revealed the co-creation value contributed by stakeholders outside the traditional esports ecosystem, particularly in promoting national representation and performance. Our findings supported the ongoing efforts to legitimize esports as a sport, noting that mainstream recognition remains a challenge. The inclusion of esports as a medal event showcased broader acceptance and helped mitigate negative public perceptions. Moreover, contributions from non-traditional stakeholders underscored the value of cross-subcultural collaborations in esports.
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