Influence of E-Sports Brand Advertising on Fans' Consumption Behavior

Based on the analysis of the current situation of e-sports and fan groups, this paper explores the influence of brand advertising in e-sports on fans' consumption behavior and intention. It is suggested that brands should strive to reach a connection with the competition when designing and releasing advertisements, pay attention to fans' emotional feedback, and design targeted advertisements for fans, so as to attract influential consumer groups in this emerging field. Enhance their purchase desire and consumption behavior.