| Title: |
Understanding brand consumer and brand producer perspectives on the impacts and influences of industry challenges on esports brands |
| Authors: |
Williamson, Michael L |
| Contributors: |
Filo, Kevin R; Harris-Reeves, Brooke E; Doyle, Jason P |
| Publication Year: |
2025 |
| Collection: |
Griffith University: Griffith Research Online |
| Subject Terms: |
esports; consumer motivation; branding |
| Description: |
Esports, or competitive video gaming, has grown into a global media entertainment product, attracting millions of viewers and generating revenue for brands through tournaments and sponsorships. However, as the esports industry has matured, industry challenges have emerged that potentially threaten the financial sustainability of esports organisations. The current research identified gender inclusivity and match-fixing as two relevant industry challenges that could impact an esports brand's ability to attract new fans and retain existing consumers. As industry challenges, gender inclusivity and match-fixing are expected to impact how esports brands are perceived and influence consumer motivations to watch these brands. The purpose of the current research was to examine how Australian esports brand consumers and brand producers perceive the effects of gender inclusivity and match-fixing on esports brands. It also investigated how these industry challenges influence consumer motivations to watch these brands. Eight research questions were advanced across two studies to explore how industry challenges impact esports brands and influence consumer motivations to watch these brands. An exploratory qualitative research design was adopted to address the research questions, with the two studies conducted sequentially and each consisting of four research questions. Uses and Gratifications Theory (UGT) informed each study. UGT assumes that the audience members are active and consciously seek out media to gratify their needs. Thus, UGT has been employed throughout the esports and Sport Management literature to understand the motivations of consumer's choice and use of media. Study 1 consisted of an online qualitative survey distributed on Australian esports forums. Data were collected from Australian esports brand consumers (N = 22). This study explored how brand consumers perceived the impact of gender inclusivity and match-fixing on esports brands. Additionally, Study 1 investigated how brand consumers perceived the ... |
| Document Type: |
thesis |
| Language: |
English |
| Relation: |
https://hdl.handle.net/10072/435307 |
| Availability: |
https://hdl.handle.net/10072/435307 |
| Rights: |
The author owns the copyright in this thesis, unless stated otherwise. ; embargoed access |
| Accession Number: |
edsbas.3EB0822 |
| Database: |
BASE |