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Patrocínios em esports: O impacto das características do patrocínio no comportamento do consumidor
| Name: | Description: | Size: | Format: | |
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| 1.2 MB | Adobe PDF |
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Abstract(s)
O universo dos desportos eletrónicos tem vindo a apresentar uma expansão emergente, sendo já considerado como um desporto oficial em vários países. A expansão da modalidade veio trazer uma nova forma de envolvimento entre marcas e consumidores, que está a ser aproveitada por várias organizações, como é o caso da Rebull, Monster, BMW, Knorr entre outras. A principal estratégia utilizada pelas marcas neste ramo é a estratégia de patrocínio, ou seja, patrocinar eventos, jogadores, equipas ou até plataformas de streaming. Devido à ausência de estudos científicos nesse sentido, este estudo teve como objetivo compreender, num contexto de desportos eletrónicos, de que forma as características associadas à marca patrocinadora influenciam o comportamento do consumidor, bem como se o nível de competição a que os adeptos assistem impacta essa influência. Foi usada uma abordagem quantitativa, por questionário colocado online a uma amostra aleatória. Os dados obtidos foram analisados a partir do programa SPSS, por via de testes estatísticos de forma a testar as hipóteses sugeridas. Começou por se validar o construto, a partir dos testes KMO e esfericidade de Barlett, seguidos da análise da sua consistência a partir do cáclulo do Alfa de Cronbach. Posteriormente, foi analisada a estatística descritiva, bem como as diferenças entre as médias das variáveis sociodemográficas. Após a análise descritiva, examinou-se a estatística inferencial a partir de um teste de correlações de Pearson, regressão linear múltipla e um teste de moderação com o método Process de Hayes, respetivamente. Os resultados demonstraram que fatores como a exposição, o motivo do patrocínio e a congruência entre as partes apresentam um impacto significativo sobre a intenção comportamental. A ubiquidade, por sua vez, revelou um efeito condicionado, sendo significativa apenas entre consumidores que acompanham competições profissionais, confirmando um efeito moderador.
The world of electronic sports has been showing remarkable growth and is already recognized as an official sport in several countries. This expansion has introduced a new form of engagement between brands and consumers, which is being used by numerous organizations, such as Redbull, Monster, BMW, Knorr, among others. The main strategy adopted by brands in this field is sponsorship, which means sponsoring events, players, teams, or streaming platforms. Given the lack of studies in this area, the present research aimed to understand, within the context of esports, how brand-related sponsorship characteristics influence consumer behavior, and whether the level of competition spectators follow impacts this influence. To achieve this, a quantitative approach was adopted through an online questionnaire, with a random sample. The data collected were analyzed using SPSS, applying statistical tests to evaluate the proposed hypotheses. The construct was first validated using the KMO and Bartlett sphericity tests, followed by an analysis of its consistency using the Cronbach's Alpha calculation. Subsequently, descriptive statistics were analyzed, as well as the differences between the means of the sociodemographic variables. After descriptive analysis, inferential statistics were examined using a Pearson correlation test, multiple linear regression and a moderation test using the Hayes Process method, respectively. The results showed that factors such as brand exposure, perceived motive for sponsorship, and congruence between sponsor and sponsored entity have a significant impact on behavioral intention. Ubiquity, in contrast, revealed a conditional effect, showing significance only among consumers who follow professional competitions, showing a moderator effect.
The world of electronic sports has been showing remarkable growth and is already recognized as an official sport in several countries. This expansion has introduced a new form of engagement between brands and consumers, which is being used by numerous organizations, such as Redbull, Monster, BMW, Knorr, among others. The main strategy adopted by brands in this field is sponsorship, which means sponsoring events, players, teams, or streaming platforms. Given the lack of studies in this area, the present research aimed to understand, within the context of esports, how brand-related sponsorship characteristics influence consumer behavior, and whether the level of competition spectators follow impacts this influence. To achieve this, a quantitative approach was adopted through an online questionnaire, with a random sample. The data collected were analyzed using SPSS, applying statistical tests to evaluate the proposed hypotheses. The construct was first validated using the KMO and Bartlett sphericity tests, followed by an analysis of its consistency using the Cronbach's Alpha calculation. Subsequently, descriptive statistics were analyzed, as well as the differences between the means of the sociodemographic variables. After descriptive analysis, inferential statistics were examined using a Pearson correlation test, multiple linear regression and a moderation test using the Hayes Process method, respectively. The results showed that factors such as brand exposure, perceived motive for sponsorship, and congruence between sponsor and sponsored entity have a significant impact on behavioral intention. Ubiquity, in contrast, revealed a conditional effect, showing significance only among consumers who follow professional competitions, showing a moderator effect.
Description
Keywords
Esports Patrocínio Intenção comportamental