Consumer Perception of Event Sponsorships in Esports
Esports has grown into a global phenomenon, attracting millions of viewers and creating significant opportunities for brands to engage with younger, tech-savvy audiences through event sponsorships. However, the effectiveness of these sponsorships relies heavily on how they are perceived by consumers. While sponsorships can enhance brand visibility and create positive associations, they can also be viewed as intrusive or inauthentic if not executed thoughtfully.
This research topic explores the intersection of consumer behavior and marketing in the dynamic esports landscape. The aim is to investigate how event sponsorships influence consumer attitudes toward brands and the factors that determine their success or failure. This involves examining elements such as authenticity, relevance to the esports community, and the impact of sponsorship formats.
Understanding consumer perception in this context is crucial for brands seeking to invest effectively in esports sponsorships and foster positive engagement with their target audience.
Potential research questions in this context could be:
What factors influence consumer perception of event sponsorships in esports?
How do different sponsorship formats impact brand attitudes and consumer loyalty in esports?
Important:
Please explain in a motivation letter (ca. 1 page) why you are interested in this topic.
