Exploring communication strategies with esports fans: signaling physical location and popularity

Purpose Using signaling theory as a theoretical foundation, this study aims to investigate how consumers respond to message framing emphasizing physical location and popularity of an esports team. Additionally, this research looks at how power distance belief, need for uniqueness, sense of power and pride in community are associated with consumer intentions (e.g. support likelihood, watch likelihood, follow on social media likelihood) as a function of physical location versus popularity-signaling in team communication with prospective fans. Design/methodology/approach This research uses an experiment to test the effects of physical location and popularity-signaling on consumer intentions toward an esports team, as well as a correlational study examining the relationship between power distance belief, need for uniqueness, sense of power and pride in community on consumer intentions toward an esports team. The hypotheses of the experiment were tested using two-way ANOVAs, and the hypotheses of the correlational study were tested using a multiple regression with four predictor variables (pride in community, need for uniqueness, sense of power and power distance belief) and consumer intentions as the outcome measures. Findings Consumers’ responses to team messaging are influenced by physical location and popularity signals. Consumers respond more favorably in terms of support intentions toward a team signaling physical location and popularity, and each is uniquely important to emphasize in message framing. Additionally, physical location signaling is more positively associated among consumers who have a low-power distance belief, low need for uniqueness, high sense of power and high pride in community. Popularity-signaling is associated with stronger support from consumers who have a high-power distance belief and need for uniqueness and low sense of power and pride in community. Originality/value Research has yet to apply signaling theory in the context of esports. The authors examine whether team communication with prospective fans is more effective using physical location or popularity-signaling as a message frame. The results offer practical insights for team managers in the booming esports industry, where message framing strategies are essential for fan development. Specifically, physical location and popularity-signaling are uniquely important to highlight to consumers in team communication. While pride in community and sense of power are more positively associated with location signaling, power distance belief and need for uniqueness are more positively associated with popularity-signaling.