...Manuel Alonso Dos Santos; Sardar Mohammadi; Beicy Viviana Acosta González; Sergio Aguado Berenguer Purpose This study aims to examine the effectiveness of sponsorship in terms of attitude and purchase intention at an unofficial event broadcast (Kings League) through streaming, considering attitude...

... streaming and esports event attendance. (3) to deliver a clear picture of the factors that impact consumer behavior in esports online and on-site consumption. Design/methodology/approach The study systematically reviews motivational aspects of online and on-site spectatorship using the Preferred...