TY  - JOUR
IS  - 8
N2  - Purpose: This study aims to propose a model for predicting consumersâ?? 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 consumersâ?? 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 consumersâ?? cognitive esports engagement was found to positively impact community engagement, new player recruitment and coproduction, it failed to predict consumersâ?? esports-related purchase intent or word-of-mouth behaviors. Practical implications: The findings reveal that a strategic focus on consumersâ?? 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 engagementâ??s strategic value as a key esports gaming metric. Originality/value: Empirical research into the role of consumersâ?? 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 consumersâ?? 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. © 2020, Emerald Publishing Limited.
ID  - scholars14254
Y1  - 2021///
A1  - Abbasi, A.Z.
A1  - Asif, M.
A1  - Hollebeek, L.D.
A1  - Islam, J.U.
A1  - Ting, D.H.
A1  - Rehman, U.
JF  - Journal of Product and Brand Management
UR  - https://www.scopus.com/inward/record.uri?eid=2-s2.0-85097135120&doi=10.1108%2fJPBM-04-2020-2839&partnerID=40&md5=dd8e43863789c99ebab9d1bc4c4b0555
VL  - 30
AV  - none
N1  - cited By 45
SP  - 1194
TI  - The effects of consumer esports videogame engagement on consumption behaviors
PB  - Emerald Group Holdings Ltd.
SN  - 10610421
EP  - 1211
ER  -