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The purpose of this paper is to analyze the business model of techno parks (TPs) in Turkey and shed light on the value co-creation in TPs in the light of the service perspective and stakeholder theory.

In this conceptual paper, a generic business model canvas for Turkish TPs has been elicited based on an in-depth review of the literature. Then, the functioning of the model and the nature of value co-creation have been viewed through the lenses of service perspective and stakeholder theory, and then the relationships and flows between the components of the business model have been visualized with a dynamic model.

The institutional environment leads Turkish TPs to have similar business models with functional differences. The value is co-created by stakeholders in TPs and value co-creation depends on the skills, competencies and cooperative efforts of all actors involved in the functioning of the business model.

This paper provides insight for TP management companies to improve their business models, for policymakers to refine institutional framework to enable effective functioning of TPs and for stakeholders to understand their role in value co-creation.

This paper provides a dynamic framework and a model for understanding business models of TPs and the value co-creation process, which is an understudied area, especially in a developing country context. It also extends the business model and value co-creation literature in the context of TPs by integrating multiple theoretical perspectives.

Science parks play an important role in development of technology and are able to stimulate economic growth of the countries. The purpose of this paper is to study the role that science and technology parks (STPs) play in growth of knowledge-based economy.

Key factors affecting the competitive advantages and the World Bank indicators resulting in knowledge-based economy were displayed in the form of a questionnaire which was examined by experts. The questionnaire was designed to evaluate main factors and sub-factors of competitive advantages of the institutions, including aspects of human resources, research and development and technology transfer, facilities, market development and to assess the main criteria of knowledge-based economy known as pillars of the overall economic performance, the institutional regime and economic incentives, innovation system, education and information technology and communications.

The obtained results from the study on competitive advantages were evaluated and analyzed by using SPSS software and the results of the review on development of knowledge-based economy were modeled by SmartPLS software with partial least squares method. Eventually, the obtained model was tested and analyzed.

This study is an original contribution to the theory of STPs and knowledge-based economy. It was initiated to examine the role of STPs in development of knowledge-based economy and presentation schematic model.

This paper aims to understand the opportunities and challenges to engage emerging adult gamers (aged 18–25) in adopting healthier diet behaviours through online games and related platforms such as esports and streaming. The study uses a socio-ecological approach to understand influences and suggests approaches to changing behaviours.

Purposive and convenience sampling were used to identify (n = 13) online gaming industry professionals and emerging adult (EA) gamers for interview. Qualitative thematic analysis of data using NVivo was undertaken.

Bi-directional influences were found that are potentially impacting EA diet behaviours. Food industry advertising and sponsorships were identified as dominant influences within the behavioural ecology, using microcelebrities and esports events to target EAs. The study identifies a need for social marketers to engage EA gamers in healthful behaviours through interventions across various levels of the behavioural ecology, including those upstream with industry and potential government regulation, to promote better health and balance food marketing. It also identifies future research avenues for engaging gamers in good health.

To the best of the authors’ knowledge, this is the first study to explore the impact of the gaming behavioural ecology on EA diet behaviour. It identifies new channels that social marketers can use to engage EAs, who are difficult to reach through more traditional marketing channels.

Science parks are institutions that support the creation and development of high technology-based companies. They are designed to provide value-added services together with high-quality space and facilities and to promote interaction amongst universities, R&D institutions, companies, and markets. Although Spain is among the countries that have been investing heavily in these institutions, there is lack of feedback from the tenant companies’ perspective with respect to the value added that they receive from science parks. The objective of this study is to evaluate the services that the Barcelona Science Park offers to its tenants by gathering information from the companies currently located in the park and those that have graduated. By comparing the results obtained from the two groups of companies, incubated and graduated, we examine whether the opinions differ about their appreciation of the services that they benefited from during their stay in the Park than those currently remaining.

Social media's role in engaging participants in sports events, particularly during the pandemic, is acknowledged. However, previous studies often utilized sports events for diverse objectives but overlooked brand equity's influence on sports event development. And very limited research explores social media's impact on brand equity in esports events, despite its significance. Therefore, this study aims to explore how social media affects esports event brand equity and participants' satisfaction and engagement with social media through brand equity's influence.

The study focused on League of Legends World Championships (LOLWC) participants, who completed a self-judged questionnaire online. The questionnaire included demographic details and latent constructs. Data analysis involved two steps: exploratory factor analysis (EFA) to assess measurement scale validity and structural equation modeling (SEM) to study relationships between traits.

The results reveal that, within the esports event context, controlled communication exerts a meaningful and dual impact – both directly and indirectly – on the fundamental components of brand equity. This, in turn, serves as a catalyst for increasing participant contentment and their posting intention.

This study applies brand equity theories to the esports domain, exploring participant-based brand equity concepts, user behavior and the influence of social media communication on event branding and engagement. It also recommends strategies for event improvement, emphasizes controlled communication for brand equity and highlights marketing's role in brand awareness, association and participant satisfaction. Additionally, it suggests government regulation to address cyber violence during esports events.

Despite to useful relevance to better understand how group-level identity develops, few studies have explored the identity theory in the esports field and, in particular, considering the impact of a fan's role identity. The current study aims to explore esports fan role-identity vis-à-vis the relationship with the sponsor and the sponsee so as to understand the effects on their behavioral intentions.

Using a sample of 356 esports fans who attended the 2021 FPF eFootball Open Challenge, a Confirmatory Factor Analysis (CFA) analyzed the psychometric properties of the constructs and a subsequent Structural Equation Modeling (SEM) examined the effects of fan identity on two types of behavioral intentions and sponsor–sponsee relationship.

Results indicate that fans who highly identify with esports have the highest attachment to the event and tend toward having a positive word-of-mouth intention. Esports fans who have a higher brand identification reported a positive attitude toward the event's sponsor brand and tend to purchase its products. Moreover, the study findings also provide evidence of the bidirectional interaction between the way in which fans attach with the esports event and its sponsor brand, leading to greater reciprocity in their identity formation.

This study helps to understand how the fan identity process can enhance its fate and develop mutually, building role overlapping identity in the esports sponsor–sponsee relationship. Complementarily, it supports of how the marketeers and managers must analyze the importance of being a fan to the individual in order to understand how its self-identity can shape the future behavior.