The relationship between e-sports viewing motivation, involvement, attitude towards product placement, purchase intention, and recall

The aim of this study is to examine the causal relationships between the motivational factors for individuals who watch esports tournaments, their levels of involvement, attitude towards product placement, purchase intention, and brand recall. The data was gathered from a sample of 342 spectators who watch online esports tournaments in Turkey. The data collection tools consist of six sections: motivation, involvement, attitude towards product placement, brand recall, purchase intention scale, and demographic information. In this context, the data recorded in the SPSS program was analyzed using the two-step approach of CFA (Confirmatory Factor Analysis) and SEM (Structural Equation Modeling) through the AMOS program. Firstly, a measurement model was established based on the research constructs, and the fit of the model with the empirical data was tested. After confirming the measurement model, the structural model related to research hypotheses was tested. As a result of the conducted analyses, all the proposed hypotheses within the scope of the research were accepted. It was revealed that motivation directly influences involvement and attitude towards product placement. Additionally, it was determined that involvement and attitude towards product placement have an impact on brand recall and purchase intention. The results obtained from the research not only address a significant gap in the evolving literature but also provide pioneering insights for future studies. Lastly, the research findings offer valuable information for esports professionals to utilize while developing brand strategies. Keywords: E-sports Viewing Motivation, Interest, Attitude Towards Product Placement, Brand Recall, Purchase Intention