Online engagement on esports streams

• Autor(a) principal: Franco, João Pedro Ribeiro
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/21186
• topic: Esports; Competitive gaming; Streaming; Comportamento do consumidor -- Consumer behavior; Gaming competitivo

The global esports market is expected to generate 950 million dollars online in 2020, being 18.2 million from streaming with an audience of 495 million and has been growing 10% per year, opening opportunities for brands to connect with their clients (Newzoo, 2020). This dissertation goal is to understand how esports streams viewers experience can influence ultimately impact their reaction on brands advertising on the stream. More specifically, how esports streams viewing experience influences online engagement and how does online engagement influence brand attitude and purchase intention. A questionnaire was elaborated and shared on social media related to gaming and the data collected was analysed using a quantitative analysis using simple linear regression models. Main findings are that experience does have a positive impact on online engagement and online engagement has a positive impact on purchase intention, while there was no evidence of online engagement having impact on brand attitude. The main takeaways from this analysis is that a positive experience watching esports plays a vital role on engagement highlighting the importance of a quality content being produced can make advertising during the stream more effective, thus resulting in better ROI results for brands. Was also found that consumers are more subject to commercial aspects being communicated from advertising than branding aspects. As for further research this dissertation opens questions for how does experience and online engagement influence other variables and if there are different results depending on the type of streams.