Influence of Marketing Mix Factors and Customer Engagement on Spectator Participation in Esports
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Abstract
This quantitative research aimed to 1) examine the level of audience engagement in esports viewing and 2) analyze the influence of 4Es marketing mix components on audience engagement in esports. Data were collected from 400 respondents with prior experience watching esports via online platforms, selected through purposive sampling. The research instrument was a structured questionnaire validated for content validity with a reliability coefficient (Cronbach's Alpha) exceeding 0.70. Data analysis employed descriptive statistics and multiple regression analysis. Results indicated that overall audience engagement was high (M = 4.21), with emotional engagement showing the highest level (M = 4.33), followed by behavioral engagement (M = 4.18) and cognitive engagement (M = 4.12). All four components of the 4Es marketing mix—Experience, Exchange, Everywhere, and Evangelism—demonstrated statistically significant positive influence (p < 0.01) on audience engagement across all dimensions. The regression model explained 64.3% of the variance (R² = 0.643), with experience and evangelism identified as the strongest predictors. These findings provide practical implications for developing marketing strategies in the esports industry, emphasizing the importance of creating valuable experiences, ensuring accessibility, and fostering brand loyalty through online communities.
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