Effect of Social Identification on Esports Viewers Behaviours

Abstract

While the literature on esports is growing exponentially, little work has been undertaken into understanding the reasons that lead viewers to buy sponsored products and demonstrate engaged and loyal behaviours towards players and brands. Based on social identity theory, this work explores the effects of viewers´ identification with players/teams and viewer communities on their purchase intentions, behavioural engagement and behavioural loyalty. Based on responses made by 396 esports viewers, a theoretical model is validated using PLS-SEM. The results indicate that viewers’ identification with esports players/teams influences their identification with communities, which affects three viewer behaviours: intention to buy sponsoring brands, behavioural engagement and behavioural loyalty towards the player and/or team. Viewers’ identification with the community mediates the effects of their identification with players and teams. This is among the first studies to use social identity theory to explain the behaviours of esports’ viewers towards esports, players, teams and sponsoring brand.