THE EFFECT OF DIGITAL COMMUNICATION BY INFLUENCERS ON ESPORTS EVENT ATTENDANCE INTENTION

Abstract

The rapid expansion of the esports industry has intensified competition among event organizers, who increasingly rely on digital communication and influencer-driven promotion to attract audiences. Despite this growing reliance, many esports events continue to face challenges in generating consistent attendance. Issues such as fluctuating audience engagement, fragmented attention across digital platforms, and varying levels of trust in influencer-recommended content highlight the need to better understand which factors most effectively shape attendance intention within the esports ecosystem. This study examines how influencer credibility, content quality, and digital engagement influence the intention of Thai audiences to attend esports events. A quantitative research design was employed, and data were collected from 190 respondents who follow esports influencers and regularly consume gaming-related digital content. The research instrument consisted of established measurement scales adapted to the esports context and reviewed by experts to ensure content validity. Data were gathered through online distribution across esports communities and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), following a two-step approach to assess both measurement and structural components. The findings indicate that all three factors significantly influence attendance intention. Digital engagement emerges as the strongest predictor, emphasizing the role of interactive behaviors such as liking, sharing, commenting, and participating in livestreams in shaping audience motivation. Influencer credibility also plays a substantial role by enhancing trust, authenticity, and perceived expertise. Content quality further contributes by improving message clarity, relevance, and audience interest. Overall, the study demonstrates that effective digital communication strategies, particularly those that leverage credible influencers and foster audience interaction, are essential for increasing esports event attendance.