The Impact of e-Sports Brand Innovation and Fit on Audience Responsive Behaviors during the Covid-19 Lifestyle Changes

Document Type : Original Article

Authors

1 PhD student in sports management, Tabriz University, Tabriz, Iran

2 Associate Professor, Department of Sports Management, University of Tabriz, Tabriz, Iran

Abstract

The aim of this study was to investigate the Impact of e-Sports Brand Innovation and Fit on Audience Responsive Behaviors during the Covid-19 Lifestyle Changes. The present study in terms of type is applied and in terms of nature is a descriptive-survey. The statistical population of this research is all the audiences that do e-sports online. The instruments of this research include two standard questionnaires of innovation and brand suitability of McGehee (2019) and the questionnaire of audience reactive behaviors (Barbopoulos & Johansson, 2017). Their validity was evaluated and confirmed by experts and their reliability was obtained by Cronbach's alpha method for Brand Innovation Questionnaire, 0.854, Brand Fitness Questionnaire, 0.933 and Reactive Behaviors Questionnaire, which the reliability of all three variables was considered desirable. In order to analyze the data, SPSSv25 software was used and to model the relationships between variables, the structural equation model (SEM) was used with Smart-PLS.3 software. Findings showed that brand innovation and brand fit of e-sports have an effect on the dimensions of audience reactive behaviors (motivational behaviors and preferential behaviors) during the global epidemic of Covid-19 (P<0.05). Finally, the main fit indices of path analysis status (path coefficients and t), Cronbach's alpha, combined reliability, convergent validity, divergent validity, Q2 criterion, R2 criterion and GOF criterion showed that the model has a good fit and based on the relations Identified among the variables, the final research model was finally obtained. As a result, the appropriateness and innovation of the effective brand of electronic games in the era of lifestyle change caused by Covid-19 can encourage the expression of emotions and reactive behaviors of the audience.

Keywords

References

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History

  • Receive Date: 18 November 2023
  • Revise Date: 18 December 2023
  • Accept Date: 07 January 2024

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