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

Abstract

Purpose The 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/approach

Data 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). Findings

The 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/value

This 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.