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CISTI2022 - 17th Iberian Conference on Information Systems and Technologies

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League of Legends Community's Perception of Influencer Marketing From Streamers On Twitch.

This research analyzed the strategies used by eSports streamers to influence the League of Legend community when making a purchase or brand choice and what is the perception of viewers in this regard. This work sought to talk about influencer marketing, but through the user's perspective and in an area where there isn't enough information to cover it, which would be the eSports market. The objective of the research is to express, through semi-structured interviews, the perception of the viewers of the League of Legends community about the influencer marketing used by eSports streamers on Twitch. Likewise, with the specific objectives, it was sought to expose the opinion of the League of Legends community regarding the brands that are involved in eSports, identify the reasons of the users to follow a streamer and identify the influence of the streamer in the decision shopping in the League of Legend community. The main reasons for viewing streams were entertainment, identification with the streamer, and learning about the game. The perspectives were mixed regarding the influencer marketing used by streamers. Although brands have great value, influencers' recommendations are also considered, due to their user experience. In addition, appreciation was shown to the brands that got involved in the competitive scene as they helped make it more professional, serious and it was an opportunity for new talents to emerge.

Claudia Alvarado
Universidad Peruana de Ciencias Aplicadas
Peru

Francisco Arbaiza
Universidad Peruana de Ciencias Aplicadas
Peru

 


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