Seeking uniqueness in the esports market: the eFANgelism behavior of esports fans

Purpose – In an emerging and competitive sport and leisure marketplace, esports face the challenge of building strong connections with their fanbase. To effectively engage with esports audiences, marketers must understand the psychological characteristics that influence consumer behavior. This study aims to investigate the relationship between the need for uniqueness (NFU) and evangelism behaviors (eFANgelism) among esports consumers, with a particular focus on how varying levels of fan involvement moderate this relationship. Design/methodology/approach – A quantitative research design was employed using purposive sampling to collect data from 391 validated esports spectators. The study applied Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the direct relationship between NFU and eFANgelism. Additionally, the moderating effects of fan involvement and esports viewing habits were assessed through the Measurement Invariance of Composite Models (MICOM) and Multi-Group Analysis (MGA). Findings – The results reveal a significant positive relationship between NFU and eFANgelism. Moreover, the findings confirm that the level of consumer involvement moderates this relationship, suggesting that different fan segments exhibit varying degrees of eFANgelism based on their NFU. Watching esports content also emerged as a significant moderating factor, further highlighting the complexity of fan engagement in this digital sport domain. Originality/value – This study is one of the few to explore the intersection of NFU and eFANgelism within the context of esports. By identifying the moderating role of fan involvement and viewing behavior, the research provides valuable insights for segmenting the esports market and developing targeted marketing strategies. The findings contribute to a deeper understanding of esports consumer psychology and offer guidance for future research on emerging determinants of NFU in the esports industry.