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How Streamer Credibility Influences Brand Attitude in Esports Streamer Marketing

Dados Bibliográficos

ID13049600
AutoresQingru Xu (0000-0002-5788-6274, University of Kentucky, autor correspondente), Hanyoung Kim (0000-0001-5721-4104, University of Kentucky), Andrew C Billings (0000-0003-4818-5799, University of Alabama)
Ano2022
Volume10
Fascículo2
Páginas271-290
Data de publicação2022-01-26
Open AccessSim
TipoARTICLE
PeriódicoCommunication & Sport (JOURNAL)
Identificadores do periódicoISSN: 2167-4795 • E-ISSN: 2167-4809
EditoraSAGE Publishing (PUBLISHER • US)
DOI10.1177/21674795211067819
OpenAlexW4210317875
IdiomaEN
Citações recebidas7
Referências citadas50

This study explores if and how perceived Esports streamer credibility influences the audience’s attitude toward the brand endorsed by the streamer. Results from a survey conducted with US adults ( N = 277) show the significant and positive relationship between streamer credibility and brand attitude while identifying parasocial relationships and streamer loyalty as two factors mediating the impact of streamer credibility on brand attitude. Structural equation modeling analysis is used to reveal how perceived expertise and trustworthiness of an Esports streamer affect viewer attitudes toward the promoted brands, with theoretical and practical implications outlined

Advertising · Affect (linguistics · Brand Loyalty · Business · Credibility · Loyalty · Political science · Source credibility · Structural equation modeling · Trustworthiness · Communication · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Games and Media · Digital Marketing and Social Media · Psychology · Social Psychology · Marketing

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