THE EFFECT OF E-SPORTS ENTERTAINMENT ENGAGEMENT ON CUSTOMER BUYING INTENTION

Abstract

Esports have seen an outstanding rise in popularity in recent years, attracting attention of many people. Aside from grabbing the interest of gamers, this outstanding rise has also caught the attention of those in the entertainment business and industry. As a result, a growing number of individuals have discovered themselves pulled to the global community of esports, mesmerized by its unique combination of rivalry, talent, and digital entertainment. This thesis seeks to add to the collection of knowledge already available on esports by conducting this comprehensive investigation along with presenting insightful information about its explosive growth. We hope to promote a deeper understanding of the global scene of esports and its significant effects within the spheres of entertainment, economy, and society at large by comprehending the reasons behind fan enthusiasm, the drivers behind financial purchases, and the effect of interpersonal attractiveness.