The effects of esports viewers’ customer experience on intention to purchase sponsoring brands: the mediating role of social identification

Purpose The aim of this study is to understand how the dimensions of esports streaming viewers’ customer experience influence their intentions to buy brands produced by sponsors, both directly and through the mediating effect of their identification with players and teams. Design/methodology/approach Data were collected through an online survey of 396 regular esports viewers in Spain, using convenience sampling. The proposed conceptual model was evaluated using partial least squares structural equation modeling (PLS-SEM). Findings The results showed that the four dimensions of the viewer's customer experience (cognitive, affective, sensory and social) predicted his/her social identification with players/teams. In turn, social identification positively influenced purchase intentions for the sponsoring brand. The cognitive, affective and social dimensions of the experience indirectly influenced purchase intentions for the sponsoring brand, through social identification. Originality/value This study improves the understanding of esports viewers’ experiences and their impact on purchase intentions toward the sponsoring brand, and the key role of the viewer’s social identification with players/teams.