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Despite to useful relevance to better understand how group-level identity develops, few studies have explored the identity theory in the esports field and, in particular, considering the impact of a fan's role identity. The current study aims to explore esports fan role-identity vis-à-vis the relationship with the sponsor and the sponsee so as to understand the effects on their behavioral intentions.

Using a sample of 356 esports fans who attended the 2021 FPF eFootball Open Challenge, a Confirmatory Factor Analysis (CFA) analyzed the psychometric properties of the constructs and a subsequent Structural Equation Modeling (SEM) examined the effects of fan identity on two types of behavioral intentions and sponsor–sponsee relationship.

Results indicate that fans who highly identify with esports have the highest attachment to the event and tend toward having a positive word-of-mouth intention. Esports fans who have a higher brand identification reported a positive attitude toward the event's sponsor brand and tend to purchase its products. Moreover, the study findings also provide evidence of the bidirectional interaction between the way in which fans attach with the esports event and its sponsor brand, leading to greater reciprocity in their identity formation.

This study helps to understand how the fan identity process can enhance its fate and develop mutually, building role overlapping identity in the esports sponsor–sponsee relationship. Complementarily, it supports of how the marketeers and managers must analyze the importance of being a fan to the individual in order to understand how its self-identity can shape the future behavior.

This paper aims to understand the opportunities and challenges to engage emerging adult gamers (aged 18–25) in adopting healthier diet behaviours through online games and related platforms such as esports and streaming. The study uses a socio-ecological approach to understand influences and suggests approaches to changing behaviours.

Purposive and convenience sampling were used to identify (n = 13) online gaming industry professionals and emerging adult (EA) gamers for interview. Qualitative thematic analysis of data using NVivo was undertaken.

Bi-directional influences were found that are potentially impacting EA diet behaviours. Food industry advertising and sponsorships were identified as dominant influences within the behavioural ecology, using microcelebrities and esports events to target EAs. The study identifies a need for social marketers to engage EA gamers in healthful behaviours through interventions across various levels of the behavioural ecology, including those upstream with industry and potential government regulation, to promote better health and balance food marketing. It also identifies future research avenues for engaging gamers in good health.

To the best of the authors’ knowledge, this is the first study to explore the impact of the gaming behavioural ecology on EA diet behaviour. It identifies new channels that social marketers can use to engage EAs, who are difficult to reach through more traditional marketing channels.

The purpose of this study is to present a conceptual model where consumer electronic sports (eSports) engagement (CeSE) acts a predictor for gamers’ online engagement in eSports-related products/firm either through direct contribution (purchase intention) or indirect contribution (co-production, community engagement, word-of-mouth and recruitment).

Data from 262 eSports consumers aged 18–24 years were collected and analyzed through WarpPLS 8.0.

The findings of this study confirm that CeSE significantly influences all dimensions of the consumption behaviors (purchase intention, co-production, community engagement, word-of-mouth and recruitment).

This study provides empirical support for a conceptual framework developed through the social exchange theory and engagement theory. Besides, hierarchical component model approach is applied to estimate the composite model of CeSE.

Social media's role in engaging participants in sports events, particularly during the pandemic, is acknowledged. However, previous studies often utilized sports events for diverse objectives but overlooked brand equity's influence on sports event development. And very limited research explores social media's impact on brand equity in esports events, despite its significance. Therefore, this study aims to explore how social media affects esports event brand equity and participants' satisfaction and engagement with social media through brand equity's influence.

The study focused on League of Legends World Championships (LOLWC) participants, who completed a self-judged questionnaire online. The questionnaire included demographic details and latent constructs. Data analysis involved two steps: exploratory factor analysis (EFA) to assess measurement scale validity and structural equation modeling (SEM) to study relationships between traits.

The results reveal that, within the esports event context, controlled communication exerts a meaningful and dual impact – both directly and indirectly – on the fundamental components of brand equity. This, in turn, serves as a catalyst for increasing participant contentment and their posting intention.

This study applies brand equity theories to the esports domain, exploring participant-based brand equity concepts, user behavior and the influence of social media communication on event branding and engagement. It also recommends strategies for event improvement, emphasizes controlled communication for brand equity and highlights marketing's role in brand awareness, association and participant satisfaction. Additionally, it suggests government regulation to address cyber violence during esports events.

The social and economic importance esports has gained over the past decades has led to a quickly evolving academic interest in the topic. Yet, current perspectives on esports frequently are not precise enough, too context-specific and/or focus on the question whether esports is sports or not. This means that no precise structural concept has been provided thus far. Such a conceptualization as well as a categorization of esports and related types of video gaming are provided in this paper.

This paper is based on a narrative review considering academic literature from 2000 to 2021 and publications of relevant esports organizations. The review is conceptually extended by structural parallels to traditional sports.

The central outcome of this research is conceptualizing esports as a victory-driven, organized performance comparison of exclusively human players playing video games in a competitive setting. This comparison is based solely on the performance achieved during a defined time frame according to fixed rules with comparably equal team (starting) conditions. This conceptualization is embedded in a general categorization of video gaming based on structural similarities with and differences to esports. Moreover, characteristics that were rejected in regards to the conceptualization and the categorization are discussed.

This paper provides a comprehensive categorization of esports and other types of video gaming based on structural similarities and differences. It is thus of high relevance for academia and sport management practice alike and can further the development in both fields.

Despite the advances in theory and practice about player behaviour in esports gaming literature, there is a lack of understanding as to whether esports are compatible with the values of Olympism and if they should be considered for future Games editions. The current study advances this line of research by examining esports player experiences, their effects on perceiving Olympic values, and the support towards the Olympics in order to verify if differences occur according to the cross-cultural environment.

Using a sample of 671 esports amateur gamers from three countries (Portugal, Brazil and Japan), structural equation models and a multigroup analysis were performed to analyse the differences in the hypothesized paths existing between the groups.

Results reveal that player in-game emotional experiences positively influence Olympic values perception across countries. The excellence and friendship values showed a positive effect on support intentions to the Games towards Portuguese and Brazilian players, while the respect value was the strongest predictor towards behavioural intentions in Japan. Cultural backgrounds and game genre in each country can explain player attitude towards the Olympic values shared on the online environment.

This study is able to provide a better understanding of how the Olympic values serve as a gratification in different cross-cultural environments according to the theory of uses and gratifications (U&G) and the theory of cultural dimensions. Complementarily, these findings can be used as valuable information for esports publishers and developers attempting to spread the Olympic values in the esports industry.

The current study aims to examine esports consumers' social needs (inclusion, affection and control) as antecedents of positive eWOM intention. Additionally, the moderating effects of game playing type (individual-based competition vs. team-based competition) were tested to determine whether the inherent socializing opportunities provided by each game playing type have different effects on the relationship between social needs and eWOM communication of esports consumers.

A cross-sectional survey design was applied to 387 responses collected from an online survey platform. After checking several assumptions, a series of regression analyses were performed to test the suggested hypotheses.

The results revealed that the needs for inclusion, affection and control were positively associated with eWOM intention. Furthermore, the relationships between inclusion and eWOM intention and affection and eWOM intention were moderated by game playing type.

The current study extended the fundamental interpersonal relations orientation theory from conventional interpersonal relationships to interpersonal communication in online platforms. This research also suggested that eWOM communication in esports could be supplemental social opportunities, especially for individual-based competition games.

This study aimed to understand better what makes esports fans engage with streamers' live-streaming of esports gameplay. This study used the Theory of Planned Behavior (TPB) and additionally adopted streamer identification and esports game identification as moderating variables.

Data were collected from streamers' esports content streaming viewers over 18 years of age using an online survey in Amazon M-Turk (N = 307). Based on past esports live-streaming weekly watching hours, which range from 1 to 45 h, the participants were divided into lower (n = 152) and higher (n = 155) frequency groups. PLS-SEM and bootstrapping techniques were used to test the moderated mediation relationships among the constructs.

This study found a negative moderating effect of past watching experience on the relationship between attitudes and behavioral intention, and it positively moderated the path between perceived behavioral control and behavioral intention. Also, it was found statistically significant direct impacts of streamer identification (STI) and esports game identification (EGI) on attitude and subjective norms. While the indirect impact of STI on behavioral intention through attitude was statistically significant, there were no significant indirect impacts of EGI on attitude and behavioral intention through subjective norms.

Theoretically, this study extends the TPB model by exploring the two identifications (i.e. streamers and esports games) as antecedents of the focal TPB factors (i.e. attitudes, subjective norms and perceived behavioral control) and the moderating effect of prior experience based on high/low weekly watching frequencies. Practically, content creators of esports live-streaming and live-streaming platform managers can use the study’s findings to develop strategies to nurture their current and future viewership.

This study aimed to identify subgroups of esports players based on their gaming behavior patterns across game genres and compare self-efficacy, social efficacy, loneliness and three dimensions of quality of life between these subgroups.

324 participants were recruited from prolific academic to complete an online survey. We employed latent profile analysis (LPA) to identify subgroups of esports players based on their behavioral patterns across genres. Additionally, a one-way multivariate analysis of covariance (MANCOVA) was conducted to test the association between cluster memberships and development and well-being outcomes, controlling for age and gender as covariates.

LPA analysis identified five clusters (two single-genre gamer groups, two multigenre gamer groups and one all-genre gamer group). Univariate analyses indicated the significant effect of the clusters on social efficacy, psychological health and social health. Pairwise comparisons highlighted the salience of the physical enactment-plus-sport simulation genre group in these outcomes.

This study contributes to the understanding of the development and well-being benefits experienced by various esports consumers, as well as the role of specific gameplay in facilitating targeted outcomes among these consumer groups.

This paper studies early stages of actor mobilization for institutional change within Swedish esports.

The authors employ interpretative phenomenological analysis.

The authors’ findings explain how actors become motivated to act in critical reflections linked to conflicting legitimacy judgments and emotionally charged personal struggles. Moreover, the findings show how, as actors get activated in collective action, they identify efficacy lines around valid domains and experience emotionally charged collective endeavors. Furthermore, the findings explain how particularities in early experiences project legitimacy aspirations that orient collective action toward validity ends and particular values and ideals shaping actors' grassroots movements.

This study adds to legitimacy and institutional change theory through individual actors' perspectives, providing key insights into how they are motivated, activated, and oriented. This study is the first to investigate grassroots activists' personal stories in esports.