Position and location as influencing factors for the brand awareness of eSports viewers

de Zoeten, Max; Könecke, Thomas

doi:10.1007/s12662-023-00890-x

Ger J Exerc Sport Res

2023

DOI: 10.1007/s12662-023-00890-x

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Position and location as influencing factors for the brand awareness of eSports viewers

Max de Zoeten,

Thomas Könecke

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Cited by 3 publications

References 27 publications

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Effects of the spectator's emotional attachment to esports players on the sponsoring brand

Navarro-Lucena,

Molinillo,

Anaya-Sánchez

2024

ARLA

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PurposeThe purpose of this study is to understand whether the spectator’s emotional attachment to esports’ players is key for the sponsoring brand’s outcomes. A theoretical model based on the attachment, social influence and brand communities’ literature is proposed.Design/methodology/approachData were collected through an online survey from a sample of 1,355 regular esports viewers. The proposed conceptual model was evaluated using partial least squares-structural equation modeling (PLS-SEM).FindingsThe results showed that emotional attachment to esports players exerts a large effect on the viewer’s engagement with the community and his or her intention to view its content for longer. These two variables are key in explaining the viewer’s intention to perform positive behaviors toward the sponsoring brand, such as recommendation, purchase intentions and co-creation.Originality/valueThis study improves the understanding about the effects of the viewer’s emotional bond with esports players and the bond’s impact on the development of positive behaviors toward the sponsoring brand.

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Effects of the spectator's emotional attachment to esports players on the sponsoring brand

Navarro-Lucena,

Molinillo,

Anaya-Sánchez

2024

ARLA

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Esports, video gaming and their fuzziness: a conceptualization and categorization

de Zoeten,

Könecke

2023

SBM

Self Cite

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PurposeThe social and economic importance esports has gained over the past decades has led to a quickly evolving academic interest in the topic. Yet, current perspectives on esports frequently are not precise enough, too context-specific and/or focus on the question whether esports is sports or not. This means that no precise structural concept has been provided thus far. Such a conceptualization as well as a categorization of esports and related types of video gaming are provided in this paper.Design/methodology/approachThis paper is based on a narrative review considering academic literature from 2000 to 2021 and publications of relevant esports organizations. The review is conceptually extended by structural parallels to traditional sports.FindingsThe central outcome of this research is conceptualizing esports as a victory-driven, organized performance comparison of exclusively human players playing video games in a competitive setting. This comparison is based solely on the performance achieved during a defined time frame according to fixed rules with comparably equal team (starting) conditions. This conceptualization is embedded in a general categorization of video gaming based on structural similarities with and differences to esports. Moreover, characteristics that were rejected in regards to the conceptualization and the categorization are discussed.Originality/valueThis paper provides a comprehensive categorization of esports and other types of video gaming based on structural similarities and differences. It is thus of high relevance for academia and sport management practice alike and can further the development in both fields.

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Uncovering Differences: A Study on Loyalty in Esports Mobile Apps by Gender

Amor,

Alguacil,

Crespo-Hervás

et al. 2024

Physical Culture and Sport. Studies and Research

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The aim of this research is to assess the existence or absence of differences in brand perceptions of users of an esports mobile app according to gender. In addition, it intends to discover the explanatory capacity of brand variables for the prediction of user loyalty, to understand how these variables influence perceptions according to gender, and to contribute to the creation of strategies more aligned with the interests and needs of each target audience. The study involved 1,668 users of an esports tournament mobile app. An online questionnaire created for this purpose was used to discover users’ perceptions of brand awareness, corporate image, perceived quality, and loyalty. The data were analyzed by creating structural equation models according to gender. The study shows the absence of significant gender differences in the values of the brand variables, with higher means in the case of men. In addition, the important role of brand awareness, corporate image and perceived quality in understanding the loyalty of users of an esports app is confirmed for both genders, with differential aspects in the explanatory weight of some variables according to gender. This study analyses brand perception in mobile sports apps and its relationship to user loyalty, a context that has been little analyzed so far at the brand level. In addition, it does so from a gender perspective, contributing to elimination of existing barriers and stereotypes in the context of esports events by discovering possible differences that allow managers to address each target audience more effectively.

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Position and location as influencing factors for the brand awareness of eSports viewers

Cited by 3 publications

References 27 publications

Effects of the spectator's emotional attachment to esports players on the sponsoring brand

Effects of the spectator's emotional attachment to esports players on the sponsoring brand

Esports, video gaming and their fuzziness: a conceptualization and categorization

Uncovering Differences: A Study on Loyalty in Esports Mobile Apps by Gender

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