USING INFLUENCER MARKETING TO BUILD AWARENESS AND IMAGE OF ESPORTS BRANDS

Abstract

In an era where esports is rapidly growing, competition is high, and consumers have diverse expectations, it is crucial to build strong brand awareness and brand image. Influencer marketing has become a powerful tool for brands to reach their target audience in the esports industry, build authentic relationships, and establish credibility. Esports influencers have a dedicated following with genuine interest, enabling effective audience targeting. Their endorsements help build trust and credibility, while engagement through livestreaming, content creation, and events fosters strong brand-consumer relationships. Collaborating with reputable influencers accelerates brand awareness and image building on a large scale. This paper explores how esports brands can leverage influencer marketing—through strategic influencer selection, engaging content creation, and performance measurement—to reach target audiences, build relationships, and sustain credibility in the competitive esports landscape. The study focuses on two core issues: marketing and brand image in the esports business.