@article{scholars14254,
            note = {cited By 45},
       publisher = {Emerald Group Holdings Ltd.},
          number = {8},
         journal = {Journal of Product and Brand Management},
          volume = {30},
           pages = {1194--1211},
             doi = {10.1108/JPBM-04-2020-2839},
           title = {The effects of consumer esports videogame engagement on consumption behaviors},
            year = {2021},
        abstract = {Purpose: This study aims to propose a model for predicting consumers{\^a}?? esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date. Design/methodology/approach: After approaching esports consumers in different gaming zones in Pakistan, this paper collected data from 364 videogame-based esports consumers. This paper deployed SmartPLS 3.2.8 software to perform the partial least squares-structural equation modeling-based analyzes. Findings: The structural model results show that consumers{\^a}?? affective and behavioral esports videogame engagement positively affects their consumption behavior, including heightened community engagement, purchase intent, coproduction, word-of-mouth and new player recruitment. However, while consumers{\^a}?? cognitive esports engagement was found to positively impact community engagement, new player recruitment and coproduction, it failed to predict consumers{\^a}?? esports-related purchase intent or word-of-mouth behaviors. Practical implications: The findings reveal that a strategic focus on consumers{\^a}?? esports game engagement will enable practitioners to nurture desirable consumer behaviors, including enhanced purchase intent, coproduction, word-of-mouth and new player recruitment behaviors, thus warranting consumer engagement{\^a}??s strategic value as a key esports gaming metric. Originality/value: Empirical research into the role of consumers{\^a}?? esports videogame engagement on their ensuing consumption behaviors remains scant to date. Based on this gap, this study offers a timely contribution by exploring and validating a model that gauges the effect of consumers{\^a}?? cognitive, emotional and behavioral esports videogame engagement on their community engagement, purchase intention, coproduction, word-of-mouth and new player recruitment. It, thus, offers important insight into the rapidly advancing field of digital esports games. {\^A}{\copyright} 2020, Emerald Publishing Limited.},
            issn = {10610421},
             url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-85097135120&doi=10.1108\%2fJPBM-04-2020-2839&partnerID=40&md5=dd8e43863789c99ebab9d1bc4c4b0555},
          author = {Abbasi, A. Z. and Asif, M. and Hollebeek, L. D. and Islam, J. U. and Ting, D. H. and Rehman, U.}
}