User Satisfaction on Social Media Profile of E-sports Organization

Artur Strzelecki,Krzystof Lukowicz

doi:10.21272/mmi.2020.4-05

Artur Strzelecki, Krzystof Lukowicz

Open Access

https://doi.org/10.21272/mmi.2020.4-05

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Abstract

E-sport is one of the most rapidly growing branches of modern entertainment. Many factors influence this rapid progress such as easy access to the broadcast of matches, free e-sport games, or enjoying the favorite match are just a few of them. Moreover, the regularly growing number of tournaments organized (both online and hosted in the largest sports halls in the world) makes more and more older people interested in this phenomenon. Apart from the pure entertainment aspect, electronic sports offer great business opportunities. Proper use of social media allows generating high financial results for investors. The paper is dedicated to the user’s satisfaction from using social media profiles of e-sport organizations, teams, and players. The research covers the basic information about e-sport, social media, and e-marketing forms on social media for e-sport organizations. This work aims to assess the factors influencing the feeling of satisfaction with the use of the social media profile. The purpose of this study is to investigate the influence of Perceived Profile Usefulness, Perceived Entertainment, Identification with Organization and Players, and satisfaction on users’ Intention to Follow and Recommend social media profile of e-sport organization. The study tested and used the model in the context of social media profiles. The partial least square method of structural equation modeling is employed to test the proposed research model. The study utilizes an online survey to obtain data from 209 Polish e-sport enthusiasts (both players and spectators). The data set was analyzed using SmartPLS 3 software. The obtained results showed that the best predictor of users’ Satisfaction is Integration with Organization and Players, followed by Perceived Entertainment. Satisfaction predicts users’ Intention to Follow and Recommend the social media profile of the e-sport organization. The findings improve understanding regarding the marketing actions in e-sport’s social media profiles, and this work is therefore of particular interest to e-sport organizations, e-sport teams, and e-sport players. Keywords: E-sport, social media profile, satisfaction, computer games, social media marketing.

Highlights

The concepts of physical activity, sport, and competition have accompanied man for thousands of years
It was designed to people who know the environment of electronic games at least to a minimum extent and who follow the social profiles of e-sport organizations
This work aimed to assess the factors influencing the feeling of satisfaction by using a social profile on the example of an e-sport organization and to formulate conclusions from the results of the study

Summary

Introduction

The concepts of physical activity, sport, and competition have accompanied man for thousands of years. One of the definitions is that it is «a form of sport in which basic activities are mediated by electronic systems» (Hamari and Sjoblom, 2017). Another one is about e-sport as a phenomenon in which «electronic athletes operate in digitally represented sporting worlds» (Hemphill, 2005). To put it in a more realistic view, sport is «a form of competition (both professional and amateur) in video games. The last definition gives the most current view of what-sport is today

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