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Gender influence on brand recommendation at an esports event

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Gender influence on brand recommendation at an esports event

dc.contributor.author	Amor, JSC.
dc.contributor.author	Alguacil Jimenez, Mario Alguacil Jiménez, Mario Al
dc.contributor.author	Gómez Tafalla, Ana Mª
dc.date.accessioned	2023-05-04T15:04:13Z
dc.date.available	2023-05-04T15:04:13Z
dc.date.issued	2022
dc.identifier.citation	Amor, JSC. Alguacil Jimenez, Mario Alguacil Jiménez, Mario Al Gómez tafalla, Ana M. 2022 Gender influence on brand recommendation at an esports event Journal of Physical Education and Sport 22 (issue 1) 30 231 238
dc.identifier.uri	https://hdl.handle.net/10550/86342
dc.description.abstract	Esports events are a mainstay of the esports industry and have become increasingly popular among the younger population. The purpose of this study was to use a predictive model to determine whether the variables of congruence, commitment and trust could be predictors of brand recommendation of an esports event and, if so, to what extend they did so and whether they were influenced by gender. To obtain the required information, a questionnaire was provided, validated and made up of scales adapted from previous studies at a national esports event organised in Sevilla, Spain. The SPSS version 25 statistical software was used for the analysis of all results. First, a descriptive analysis of the results and a t-test for independent samples were performed, followed by a Pearson correlation analysis to test and independence of the three predictor variables of the recommendation. Finally, a linear regression was performed to test whether the proposed variables predicted the recommendation and, if so, to what extent they did so. The obtained results indicate that, in general, the variables significantly predicted the recommendation, with congruence being the most important predictor. The model as a whole was able to explain 51% of the variance of the recommendation. When distinguishing users by gender, the same analysis showed that the predictor variables for the recommendation remained significant in men, explaining 53% of the variance. In contrast, in the analysis of women, there were no variables that showed significant values for predicting the recommendation. These data demonstrated gender differences in the esports sector, which suggests that esports event companies should change their branding strategies to avoid gender differences.
dc.language.iso	eng
dc.relation.ispartof	Journal of Physical Education and Sport, 2022, vol. 22 (issue 1), num. 30, p. 231-238
dc.subject	Jocs per ordinador
dc.subject	Esports
dc.subject	Diferenciació sexual
dc.title	Gender influence on brand recommendation at an esports event
dc.type	journal article
dc.date.updated	2023-05-04T15:04:14Z
dc.identifier.doi	10.7752/jpes.2022.01030
dc.identifier.idgrec	158161
dc.rights.accessRights	open access