Este trabajo final de grado se propone determinar que implicancias imponen las comunidades de prosumidores de contenido audiovisual a aquellos profesionales de la comunicación que se desempeñen en estos ámbitos. Con la expansión sin precedentes que Internet ha sufrido en los últimos años, sumado a la proliferación de software y hardware que permite a millones de usuarios producir sus propios contenidos audiovisuales, el término prosumidor ha cobrado especial significación en la última década. Resumen - En los 70´s, Alvin Toffler y Marshall McLuhan acuñaron el termino prosumidor para referirse a individuos que ejercen un rol de productor sin dejar de lado su faceta de consumidor. Finally, the current study offers valuable insights into social media engagements and the selection of highly influential Redditors for practicing marketing managers.

The study also establishes an empirical relationship between the social media attributes and the commenting behavior of Redditors. Originality/value-This study offers a new understanding of key contributing attributes of sentiment formation over social media concerning a blockchain-based esports framework. The regression model states that there is a significant positive impact of the positivity in the comments over the Redditors' attitude and in their commenting behavior. This was validated through the empirical findings. Findings-The study found that Redditors, in general, have a positive attitude towards the adoption of a blockchain-based esports platform. This was followed by generalized equation modeling to analyze the impact of social media attributed to the users' commenting behavior.

Sentiment analysis was initially conducted to explore the semantic orientation of the users concerning Verasity. The final corpus of 1,913 user comments was considered for the study. Design/methodology/approach-The present study uses RStudio (Version ) package RedditExtractoR for scraping and analysis of the discussion referring to the keyword 'Verasity' on the Reddit website. Purpose-Based on the concepts confined in Ajzen's theory of planned behavior (TPB), this study investigates users' attitudes towards adoption of a blockchain-based framework in the esports industry that proposes a scheme of rewarding stakeholders for their invested attention along with blockchain technology's inherent protocols.

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