Browsing by Author "El Oraiby, M."

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Rethinking Performance Measurement in Esports: How Games Shape Coaching Priorities for Amateur Player Development
(SAGE Publications Inc., 2025) El Oraiby, M.; Kiygi-Calli, M.
With the rising popularity of esports, the demand for effective performance assessment methods has become critical for coaching practices. Esports performance evaluation remains a complex task due to the unique demands of different games and the dynamic nature of the esports ecosystem. Additionally, the effectiveness of performance indicators in evaluating amateur players in the early stages of their careers remains unclear. To investigate this, we conduct expert interviews with head coaches of three distinct team games, Valorant, PUBG Mobile, and League of Legends, to uncover critical factors that coaches consider in evaluating amateur player performance. Our findings reveal fundamental challenges that question the validity of standardized indicators for performance measurement. Coaches highlighted that while quantitative metrics, such as in-game statistics, are commonly used in tracking player progress, they must be carefully contextualized within the unique demands of each game and the team dynamics. Moreover, coaches underscore that soft skills are as determinant as individual technical skills for fostering future career success in esports, particularly in team-based games where communication and stress management play a crucial role. These findings highlight the need for a more nuanced, coach-driven approach to performance assessment for amateur players. This exploratory study suggests that performance measurement frameworks need to account for context-dependent competencies and player career development in esports. © The Author(s) 2025
Understanding Customer Conversations in Social Media Support Interactions: Divergent Sentiments in Material and Experiential Brands
(Emerald Publishing, 2025) Kiygi-Calli, M.; Merdin-Uygur, E.; Önden, A.; El Oraiby, M.
Purpose – This study aims to investigate how customer sentiments differ in social media interactions with customer support accounts of material and experiential brands. It seeks to understand the impact of these interactions on customer sentiment dynamics and their implications for customer support strategies. Design/methodology/approach – Drawing on experiential recommendation literature, this study employs a sentiment analysis approach to analyze 60, 000 tweets directed at customer support accounts of three experiential and three material brands on X (formerly known as Twitter). Regression analysis is also applied to investigate the influence of post characteristics and content types (e.g. emojis) on sentiment. Findings – Results reveal significant differences between material and experiential brands in both overall sentiment and sentiment evolution during customer support interactions. Conversations with experiential brands exhibit more positive overall sentiments; whereas interactions with material brands demonstrate a greater positive sentiment shift despite initially exhibiting more negative sentiments. The findings also show that tweet length is a strong predictor of customer sentiment. Originality/value – This research underscores the unique roles of material and experiential brands in shaping customer sentiment during social media interactions. The study provides novel insights into online customer support dynamics and offers actionable recommendations for improving after-sales management strategies in social media contexts. © 2025 Emerald Publishing Limited