International Journal of Entrepreneurship (Print ISSN: 1099-9264; Online ISSN: 1939-4675)


E-Game culture: Leadership and identity in a virtual consumer community

Author(s): Nicolas M. Ortiz Esaine

The present work is dedicated to the study of the virtual community of players and the group identification factors. This issue is relevant to the increase in the consumption of video game platforms during the pandemic and the relative spending on it. A sociocultural approach was addressed on the elements that determine the identification of individuals and the group. It is analyzed from a consumer “tribes” approach, since they present a strong scale of group identification factors. The methodology is based on a qualitative exploratory study, interviewing specialists in digital, videogames and behavioral issues. And it is expanded with group dynamics with video game users. Finally, it is complemented with the use of digital ethnography techniques to observe their real behavior in virtual forums. Finally, the study reaches findings on its identity character, which shows the possibility of duplicating the personality. This from a face-to-face introvert behavior towards an extroversion and empowerment in virtual spaces, with people outside their daily physical environment, but with intense digital interaction.

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