Audience response to endemic and non-endemic sponsors of esports events
Document Type
Article
Publication Date
April 2020
Publication Title
International Journal of Sports Marketing and Sponsorship
First Page
561
Last Page
576
DOI
https://doi.org/10.1108/IJSMS-09-2019-0107
Abstract
To understand how esports viewers perceive endemic and non-endemic sponsors during an event.The researchers employed a four-condition experiment. Participants were randomly assigned to watch a clip with one of four possible sponsors. After participants watched the stimuli, they responded to a questionnaire assessing their opinions of the sponsor in the clip they watched. Generally, the more endemic a sponsor was, the more positive audience members had. Perceptions of credibility were also important to attitudes toward sponsors.Esports is an emergent area where little empirical research has been published. This study is designed to expand upon research on sponsorships such that it explores audience perceptions of endemic versus non-endemic sponsors of esports events.
Recommended Citation
Rogers, Ryan; Farquhar, Lee; and Mummert, Jacob, "Audience response to endemic and non-endemic sponsors of esports events" (2020). Scholarship and Professional Work - Communication. 231.
https://digitalcommons.butler.edu/ccom_papers/231
