Gender influence on brand recommendation at an esports event

2022

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…