Let’s Watch Live Streaming: How Streamer Credibility Influences Brand Attitude in Esports Streamer Marketing

Qingru Xu, Hanyoung Kim, Andrew C. Billings

Research output: Contribution to journalArticlepeer-review

12 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)271-290
Number of pages20
JournalCommunication and Sport
Volume10
Issue number2
DOIs
StatePublished - Apr 2022

Bibliographical note

Publisher Copyright:
© The Author(s) 2022.

Keywords

  • Esports stream
  • credibility
  • endorsement
  • marketing
  • parasocial relationships

ASJC Scopus subject areas

  • Communication
  • Social Sciences (miscellaneous)

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