Explaining consumer engagement in e-sports – demographic and social considerations

• Authors: Bastian Kordyaka , Björn Kruse , Björn Niehaves

Title variants

PL

Badanie zaangażowania konsumentów w e-sport – uwarunkowania demograficzne I społeczne

Abstracts

PL

Celem niniejszego artykułu, wykorzystującego założenia z zakresu marketingu i psychologii społecznej, jest lepsze zrozumienie sposobów angażowania konsumentów w e-sport przy wykorzystaniu identyfikacji z marką oraz uwarunkowań demograficznych (m.in. wiek, wykształcenie) jako zmiennych antycypacyjnych. Aby wyjaśnić zaangażowanie konsumentów w marki związane z e-sportem, zebrano dane na próbie 216 osób grających w Leagueof Legends, za pośrednictwem rynku crowdsourcingowego Mechanical Turk. Wykorzystując podejście quasi-eksperymentalne i modelowanie równań strukturalnych, wykazano, że identyfikacja z marką wpływa na zaangażowanie konsumentów w pozytywny sposób. Wyniki wskazują, że wiek ma negatywny, a wykształcenie pozytywny wpływ na identyfikację marki i zaangażowanie konsumentów.

EN

Based on assumptions from marketing and social psychology, this paper aims at obtaining a better understanding on how to engage consumers in e-Sports using brand identification and demographic dispositions (i.e., age, education) as antecedent variables. We collected a sample of 216 League of Legends consumers, via the crowdsourcing marketplace Mechanical Turk to explain consumer engagement of e-Sports brands. Using a quasi-experimental approach and structural equation modelling, we show that brand identification affects consumer engagement in a positive manner. Our results indicate that age has a negative and education a positive influence on brand identification and consumer engagement.

Keywords

EN

e-Sports; Consumer Engagement; Social Identity; BrandManagement; Age; Education

PL

e-sport; zaangażowanie konsumentów; tożsamość społeczna; zarządzanie marką; wiek; edukacja

• Publisher: Lubuskie Towarzystwo Naukowe
• Journal: Rocznik Lubuski
• Year: 2021
• Volume: 47
• Issue: 2
• Pages: 74-83

Dates

published

2021

Contributors

author

Bastian Kordyaka

• University of Siegen

• https://orcid.org/0000000334956855

author

Björn Kruse

• South Westphalia University

• https://orcid.org/0000000227766976

author

Björn Niehaves

• University of Siegen

• https://orcid.org/0000000226826009

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Identifiers

DOI

10.34768/rl.2021.v472.06

Biblioteka Nauki

2082256