Does Real-Life Location Matter in The Electronic World? How New Esports Fans Choose What Team to Support

Project Abstract

While fan motivation in traditional sports has been researched for years, there is much less research in the competitive video game (eSports) industry. As eSports franchises have begun branding geographically, it is important to know what can motivate fans when choosing a team, and what may bring fans to choose in-state teams versus out-of-state teams. This study measures how likely participants would be to support an eSports team as a function of power distance belief, pride in community, need for uniqueness, and their own personal power. This study showed that those with a low power distance belief, high pride in community, low need for uniqueness, and high state of power supported the less popular in-state teams. Those with a low state of power, high power distance belief, and need for uniqueness chose the more popular out-of-state teams. This study’s results will help eSports brands target communications to specific consumer groups.


Association of Marketing Theory & Practice, March 15-18, 2023. Located in Hilton Head, South Carolina.

Funding Type

Travel Grant

Academic College

Arthur J. Bauernfeind College of Business




Bachelors Of Science




Ismail Karabas, PhD

Academic College

Arthur J. Bauernfeind College of Business

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