Abstract
The purpose of this study is to investigate the effect of e-sports marketing through social media on participation, positive emotion, and recommendation intention. A total of 420 questionnaires were collected through the Google questionnaire for 10 days from February 10 to February 20, 2023, and a total of 402 copies of the data were used for the analysis of the results, excluding 18 insincere responses. The research results obtained using the SPSS 27.0 program and the AMOS 26.0 program for data processing are as follows. First, it was found that e-sports marketing through social media had a significant effect on participation. Second, it was found that e-sports marketing through social media had a significant effect on positive emotions. Third, it was found that e-sports marketing through social media had a significant effect on recommendation intention. Fourth, participation and positive emotions in e-sports marketing were found to have a significant effect on recommendation intention.
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