Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference

EMAC 2020 Annual Conference


e-Sports Engagement: Motivational Antecedents and Marketing Outcomes
(A2020-63368)

Published: May 27, 2020

AUTHORS

IREM EREN ERDOGMUS, MARMARA UNIVERSITY; GOKHAN ESEN, MARMARA UNIVERSITY

KEYWORDS

e-Sports; engagement; sponsorship

ABSTRACT

Recent years witnessed e-Sports to become one of the fastest-growing sports branches, which promise advertising, and sponsorship opportunities for brands. This research aims to understand the spectator motivations to engage in e-Sports, and how motivations and engagement influence their purchase intention towards products advertised during e-Sports events and/or products of official e-Sports sponsors. A research model was proposed, data was collected from 436 e-Sports spectators, and tested using structural equation modeling. The results show that engagement in e-Sports plays a key role in drawing consumers’ attention to products advertised during e-Sports events and/or products of official e-Sports sponsors, and creates purchase intention. e-Sports engagement, on the other hand, is mainly driven by parasocial interaction between the e-Sports spectators and players. The study adds to the extant literature on e-Sports marketing, which is in its infancy and creates insight for the sponsoring brands, e-Sports marketers, and players.