The Rise of Digital Advertising in ESports A Case Study

The rise of digital advertising in eSports: A case study
on Twitch
By
Ashmita Singh
A research report submitted in fulfilment of the requirements

for the
BA Honours in Strategic Brand Communication

at the
Independent Institute of Education: Vega School

for
Research (RESE8419)
Supervisor: Simon Grainger
November 2021
Wordcount: 13098
ABSTRACT
According to Edery and Mollick (2008), the increasing effectivity of human connection
through digital interaction, trending entertainment and advertising being combined has
greatly benefitted brands which have integrated such combinations into their digital
advertising. Therefore, this study explores the benefits and value of the rise of digital
advertising on Twitch in eSports content as the current digital shift has been of great
power for brands towards enhancing brand equity through innovative digital
advertising. This research also aims to explore how brands utilise innovativeness and
creativity in digital advertising within Twitch with eSports content to increase and
enhance brand equity.
Twitch is deemed to be an impactful livestreaming platform which integrates advanced

technology, live entertainment, real-time interaction, and competitive online gaming
(Carter and Egliston, 2018). Thus, expanding the horizon for brands to increase
creativity and innovation within advertising by integrating growing platforms and trends
as such to increase brand equity, grow consumer markets and support eSports teams
and players. Due to offline games being restrictive of real-time interaction with brands’
advertisements, and overall internet access, the advertisements within offline gaming
had lacked impactful creativity and measurable impact, which is counteracted by
eSports through eSports being online, in real-time and with live interaction between
players, teams and audiences when streamed on platforms such as Twitch.
This research proposal consists of the interpretivism paradigm with a qualitative

approach and methodology within which a questionnaire was formulated to obtain
insight into the experiences, opinions and perceptions of Generation Z gamers who
utilise Twitch for eSports. This paradigm and methodological approach were
undertaken to understand and explore the value in innovative brand advertising on
Twitch in eSports, the growth of brands and enhancement of brand equity thereof.
Findings derived depicted that an extensive amount of value is added to brands

exploring new technological platforms, such as Twitch, sponsorships, and interactive
advertisements as well as the effectivity of brand partnerships with endorsements.
This successfully contributed to the research aim and question as findings support the
II
notion that brand advertising on Twitch in eSports content provides value to the growth
of brands and enhancement of brand equity. Findings also included respondents
deeming adverts on Twitch in eSports to be more interactive and effective in
engagement whereas offline videogames restricted the reach of brands in the
interactive aspect and enabling audiences to be able learn more in real time with
effective engagement.
This research’s key contribution aims towards understanding how brands digital
advertising opportunities on Twitch in eSports enhance brand equity, resonance, and
shape perceptions of consumer markets. This research findings also contribute
towards how digital brand advertisements have a significant impact on shaping
consumer perceptions on Twitch during live streams of eSports and persuasion to
learn more about brands, understand the value communicated and build meaningful
brand relationships which in turn enhances brand equity.
Keywords: eSports, Twitch, advertising, brand equity, digital advertising, Generation

Z, live streaming
III
DECLARATION
I, Ashmita Singh, hereby declare that the research report submitted for the qualification
BA Honours in Strategic Brand Communication to The Independent Institute of
Education (The IIE) is my own work and has not previously been submitted to another
University or Higher Education Institution for a postgraduate qualification.
29 November 2021
Signature Date
IV
ACKNOWLEDGEMENTS
Firstly, I would like to thank my lecturer Carolanda du Toit and supervisor Simon
Grainger for their enlightening and insightful guidance throughout this research
journey. Thank you to my loving parents, Nani, Aji and my siblings as their support
and motivation greatly fuelled my determination to achieve my goals. Thank you to my
friends, Kheara and Jade whose encouragement and support has also been my
strength during this challenging year.
V
LIST OF FIGURES
Figure 2.1.1: Keller’s Brand Equity Model. 2013. Customer-Based Brand Equity
model pyramid. 7
Figure 2.1.2: Adidas. 2019. Adidas Ninja Collection. 8
Figure 2.1.3: Wicked Good Gaming. 2019. Ninja Officially Announces Shoe with
Adidas. 9
Figure 4.1.1: Singh, A. 2021. Question 1 results. 33

Figure 4.1.5: Singh, A. 2021. Codes derived from question 5 responses. 37
Figure 4.1.12: Singh, A. 2021. Themes and codes derived from question 12
responses. 44
VI
TABLE OF CONTENTS
ABSTRACT II
DECLARATION IV
ACKNOWLEDGEMENTS V
LIST OF FIGURES VI
1. INTRODUCTION 3
1.1. Rationale 4
1.2. Problem statement 5
1.3. Purpose statement 5
1.4. Research goal and question 6
1.5. Research objectives 6
2. LITERATURE REVIEW 7
2.1. Theoretical foundation 7
2.2. Literature review 10
2.2.1 Brands digital advertising in eSports on Twitch 10
2.2.2. Brand equity 12
2.2.3. Conclusion 15
2.3. Conceptualisation 16
3. METHODOLOGY 20
3.1. Research paradigm 20
3.2. Research design 21
3.3. Population 22
3.4. Sampling 22
3.5. Data-collection method 23
3.5.1. Application of data-collection method 25
3.6. Data analysis method 26
3.6.1. Application of data analysis method 27
3.7. Trustworthiness 30
4. FINDINGS 32
4.1. Presentation and interpretation of findings 32
4.2. Findings in context to the research problem and question 45
4.3. Ethical considerations 47
4.4. Limitations 49
5. CONCLUSION 50
REFERENCE LIST 52
LIST OF APPENDICES:
APPENDIX A: ETHICAL CLEARENCE 58

APPENDIX B: Vega Ethics Checklist 60
APPENDIX Sample of the questionnaire 62
APPENDIX D: FINAL RESEARCH REPORT SUMMARY TABLE 65
2
1. INTRODUCTION
According to Edery and Mollick (2008), video games represent the essence of what
drives individuals to think, how to cooperate and what can be achieved by active
engagement. By exploring the transformation of the digital shift in current markets
whereby having a digital factor in business-consumer interaction has become vital,
eSports is the competitive online gaming broadcasted on the internet which is found
to become a new channel for brands to combine advertising, consumer interaction and
entertainment (Edery and Mollick, 2008). Thus, as the popularity of eSports gains
momentum in the entertainment and gaming industry by creating new and creative
means for brand advertising, brands are able to convey creative value through digital
advertising and reach growing markets (Ender, 2020). In order for companies to
interact with consumers through eSports by advertising, interactive platforms such as
Twitch is effectively used as a broadcast medium (Long, Drabicky and Rhodes, 2018).
Twitch uses display media, logos, brand sponsorships and partnerships with eSports
streamers on Twitch which are visible during the streaming of gameplay to an
audience (Long et al., 2018).
Ender (2020) posits that in the late nineties and early 2000s era, video games had
displayed banner advertisements and logos within games, however, technology in that
era was restrictive with brand interactions. There was a lack of digital means for brands
to target and interact with their audiences and to collect data on how effective the
advertising was previously (Ender, 2020). Placing a website link or a ‘learn more’
option in video games in the late nineties and the early 2000s era was not possible
whereas brands are able to do so in current times with the digital shift and the use of
the internet (Ender, 2020). Therefore, suggesting that in order to combat the restrictive
nature of traditional eSports advertising, digital advertising channels such as Twitch is
used by brands to take on a dynamic and innovative way of reaching audiences for
effective brand communication in eSports with means of measuring the impact on
brand equity thereafter.
3
1.1. Rationale
The topic of this research study is the innovative opportunities for brand advertising in
Twitch with eSports content as this research aims to explore how brands utilise
innovativeness and creativity in digital advertising within Twitch with eSports content
to increase and enhance brand equity. As internet and digital interactions during video
games were highly restricted in the past due to technology not being as advanced as
recent times, the eSports industry was limited as video games were not competitive
online at that time therefore limiting the innovation behind digital advertising’s ability
to reach mass audiences simultaneously over online platforms (Ender, 2020). This
prompts the step forward towards brands having the means and ability to now reach
audiences in eSports unlike before during offline video games.
With the rise of eSports, notable means of extending brand awareness with its growing
audiences and virtual advertising opportunities have been created (Gawrysiak, Burton,
Jenny, and Williams, 2020). This enables brands to associate with high-ranking teams
or players which creates further brand visibility to the mass audiences through live
streaming on Twitch. By exploring these aspects of digital advertising in this space,
the researcher aims to deeply understand how the rise of digital advertising in new
markets with the eSports community, can contribute towards shaping consumers
perceptions towards brands to persuade brand resonance, loyalty, create awareness
and meaningful brand relationships through the depiction and evidence of brands
supporting the eSports teams and players who are supported by the Twitch
community.
Live streaming on Twitch in eSports has become a new way of digitally communicating
to large audiences and to associate brands with eSports teams and players. The focus
is shifted on Twitch to explore how brands create brand awareness and enhance
brand equity through digital advertising on Twitch in eSports for eSports audiences.
Twitch live streaming with audiences provide authentic content and connectivity which
enables streamers to convey brand information to audiences allowing brands to earn
a competitive advantage through valuable association (Ender, 2020). Thus, by brands
using digital advertising on Twitch with eSports, this research aims to analyse and
4
understand how brands depict the evidence of support to the teams and players
affiliated with the brands- through the digital advertising on the Twitch platform and
how it benefits both the brand and the affiliated eSports teams/players. This research
is relevant through exploring the benefits in digital brand advertising on Twitch in
eSports as it provides brands with opportunities to improve brand equity by using new
technological advertising trends.
1.2. Problem statement
Ender (2020) posits that the lack of creativity and ability in advertising in video games
restricted brands from creating a meaningful and measurable impact on consumers
brand equity levels. The reach of brands to large numbers of consumers in real time
through digital advertising in video games were restricted as technological reach and
interaction was not as advanced as current times (Ender, 2020). Therefore, the
previous lack of creativity and innovation suggests that brands and companies utilise
new channels during the current technological shift to maintain consumers interests
by keeping in line with new trends. The rise of eSports utilising live streaming platforms
such as Twitch increases the visibility and equity of the brands for a greater impact on
target markets. This is through the Twitch platform enabling interaction with audiences
during gameplay or content broadcasts (Burton and Gawrysiak, 2017). Thus, allowing
brands to attempt to counteract the lack of innovation and creativity of previous digital
advertising in video games by utilising the Twitch platform and eSports.
1.3. Purpose statement
The purpose of this research is to explore and understand the innovativeness and
effectiveness of digital brand advertising within eSports streams on Twitch and the
influence thereof on the viewers brand equity. Brand equity is the concept in which
consumers can evaluate a brand and shape perceptions towards the brand and its
value offered which thereafter either creates or strengthens consumer brand
relationships (Keller, 2001). With the rise of eSports, brands can associate with high
ranking and professional eSports gamers on the Twitch platform to enhance brand
equity to the various audiences (Long et al., 2018). This provides a human connection
5
between brands and audiences to enhance the relationships and value strength
between the consumers and brands, thus creating brand equity.
1.4. Research goal and question
Goal: To explore the value in innovative brand advertising opportunities on Twitch with
eSports content
Question: How does brand advertising on Twitch in eSports content provide value to
the growth of brands and enhancement of brand equity?
1.5. Research objectives
1.5.1 To obtain valuable insight on the efficiency of brands using Twitch and live
streamers to enhance brand equity and visibility through digital brand
advertising
1.5.2 To obtain insight on how effective brand advertising on Twitch in eSports
content shapes consumer perceptions and enhances brand equity
6
2. LITERATURE REVIEW
2.1. Theoretical foundation
Keller’s brand equity model consists of four levels and six quadrants which depict
levels for brands to reach to create and achieve brand equity which is effectively the
intangible value offered and positive relationship between consumers and brands
(Keller, 2013). eSports is professional and competitive online gaming with spectators
on the internet which has become a trend through the rise in popularity during the
digital shift of interactive entertainment online (Lehnert, Walz, and Christianson, 2020).
Therefore, eSports has become a medium of opportunities for brands to integrate
branding, promotion of products of services and brand equity enhancement (Lehnert
et al., 2020).
Therefore, in this research, it is through the medium of eSports and Twitch that the
exploration of how brands may be able to effectively strengthen and enhance brand
equity by creating meaningful relationships and positively shaping consumers brand
perceptions. Thus, the theoretical foundation of this research study consists of Keller’s
brand equity model.
Stages of Brand Development Branding objective at each stage

Building Blocks
Intense,
1. Relationships = active loyalty
What about you and me?
Resonance
2. Response = Positive, accessible
What about you? Judgements Feelings reactions
3. Meaning = Performance Imagery Points of parity and

What are you? difference
Salience
4. Identity = Deep, broad brand
Who are you? awareness
model pyramid. (Keller, 2013)
7
Keller’s brand equity model is depicted as a pyramid structure in which four levels and
six quadrants are included to create brand equity. Firstly, salience links to brand
identity whereby the aim is to create brand awareness and how consumers perceive
the brand (Keller, 2013). eSports players are effective in creating an emotional
connection with viewers on live streams as a human connection is created to promote
brand sponsors on camera which in turn build brand affinity and equity as the brand is
then associated to a player who is supported by multiple fans (Singer and Chi, 2019).
This suggests that the salience level is used by Twitch streamers playing eSports to
identify with and share a sense familiarity with the audience and develop brand
awareness through interaction and human connection by then communicating the
brand to the audience during the gameplay stream.
Figure 2.1.2: Adidas. 2019. Adidas Ninja Collection. (Adidas, 2019)
Secondly, the level of brand meaning is divided between imagery and performance of
which the imagery is the associated images of the brand in the consumers eyes
whereas performance is the brand’s reliability experienced by the consumers (Keller,
2013). By linking the right associations to the brand image in consumers perspectives,
a stronger brand connection is created with the consumers as visual impressions and
meaningful images remain in consumers memories (Keller, 2013). Therefore, the
advert in Figure 2, the Twitch streamer and eSports gamer Tyler Blevins, also known
8
as “Ninja”, depicts his collaboration with Adidas, creating a strong visual image of the
product and brand association with Blevins (Ninja).
Through Blevins depicting association with the Adidas brand with a special edition pair
of Adidas sneakers with Blevins eSports gaming names, the audience is likely to
perceive Adidas as a valuable brand. This links to Adidas’ points of parity as the brand
attempts to enhance the consumer loyalty to Adidas by maintaining support and
promotion of Blevins as “Ninja” in eSports and Twitch, therefore Blevins’ audience is
likely to support, create or maintain brand loyalty to Adidas.
Figure 2.1.3: Wicked Good Gaming. 2019. Ninja Officially Announces Shoe with
Adidas. (Wicked Good Gaming, 2019).
Thirdly, the level of brand responses is where brands analyse and identify consumers
judgements and feelings towards the brand after purchase or during brand interaction
(Keller, 2013). Figure 3 depicts Tyler Blevins (Ninja) endorsing his partnership with
Adidas during a live stream by showing the product to the viewers and gaining
feedback (Wicked Good Gaming, 2019). This type of endorsement during a live stream
suggests that through personally endorsing a product created through a strong brand
partnership between the streamer and Adidas, the streamer can shape consumer
judgements and influence consumers feelings towards the product. Thus, suggesting
9
that the comments provided as feedback by the audience during the live stream will
assist in the analysing of the audience members’ feelings and judgements towards the
new Adidas endorsement in partnership with Blevins. Therefore, the comment section
is a method of analysing responses to the brand endorsement.
Lastly, the final level of Keller’s brand equity model is brand resonance which refers
to the brand-consumer relationship and its nature thereof (Keller, 2013). Resonance
reflects the intensity of the relationship with a brand in which brands strive to maintain
at a strong level to create brand loyalty (Keller, 2013). In Figure 3, as Blevins endorses
his Adidas sneaker collaboration on a live stream, brand resonance can be created
through engaging with his loyal fanbase on the topic of his partnership with Adidas
and the product created for the partnership’s endorsement. This may effectively
prompt Blevins fanbase to support and feel a consumer attachment to Adidas as the
brand supports Blevins whom the fans feel a sense of loyalty towards.
2.2. Literature review
2.2.1. Brands digital advertising in eSports on Twitch
According to Kim, Nauright and Suveatwatanakul (2020), the rise of eSports

competitive online gaming has emerged as one of the most popular trends since the
year 2016 due to its growing popularity as a recognised competitive sport in which
technology, fun and entertainment has been combined. eSports is competitive online
gaming which is professionally played by individuals or teams with spectators on the
internet using broadcasting platforms (Lehnert, Walz, and Christianson, 2020).
Therefore, through the growth of eSports, interactive live streams have also been
trending as a new form of interactive and online entertainment in which brands can
participate in through digital advertising (Chen and Lin, 2018). Live streams are also
described as a socially engaging and interactive way of watching an online game being
played whilst the gamer visibly and verbally interacts with the audience through the
live stream (Chen and Lin, 2018). The live streaming occurs on the broadcasting
platform of Twitch which enables streamer to develop an interactional flow with the
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audience (Chen and Lin, 2018). The real time audio and video interaction is possible
through the Twitch streamer being visible on a small window on the screen being
shared during gameplay (Chen and Lin, 2018). As eSports caters for a spectator form
of entertainment through live-streaming platforms, Twitch is one of the large-scale
eSports streaming platforms used to virtually engage with worldwide audiences (Wulf,
Schneider and Beckert, 2018).
Hwang, Ballouli, So and Heere (2017) suggest that in-game advertising in offline video
games included banner advertisements, logos and virtual billboards which had
effectively reached gamers points of view during gameplay. However, in-game
advertising in video games did not yield efficient brand equity results even though
brand awareness and recognition was achieved as the brand in-game advertising was
deemed to be a component of the game rather than an effort to associate brands with
the video games (Hwang et al., 2017).
The current digital transition and technological era has introduced new ways of
enhancing brand awareness and advertising trends (Gawrysiak, Burton, Jenny, and
Williams, 2020). Historically, video games have been a component for extending
brand awareness and advertising in gaming, however, eSports now offers a more
unique and innovative way of integrated digital advertising through the use of the
internet (Gawrysiak et al., 2020). It is imperative for brands to adopt new creative and
innovative ways of advertising to enhance brand equity and brand resonance with
growing audiences on popular digital platforms (Gawrysiak et al., 2020).
The brand advertising opportunities on Twitch with eSports streamers increase the
popularity and the reach of brands (Chen and Lin, 2018). Ways to integrate brands on
Twitch is through digital advert placements as well as partnering with Twitch streamers
with sponsorships or as brand ambassadors in the eSports community (Long,
Drabicky and Rhodes, 2018). Advertising on Twitch includes display media, logos,
sponsorships of brands for the streamer, adverts which directs users to brand
websites, product endorsements and visible merchandise being worn by streamers
during gameplay (Long et al., 2018).
11
According to Carter and Egliston (2018), the dominance of the popularity of the
eSports streamers reinforces the content experience on Twitch as the higher the
fanbase amount, the larger the impact on the audience perception towards the
streamer’s association with brands. Brand sponsors effectively increase marketing
capabilities through associating with and sponsoring famous eSports streamers as the
brand reach is increased through connecting with eSports streamers fan following
(Singer and Chi, 2019).
The Coca-Cola brand had partnered with Riot Games as sponsors of the Riot Games
eSports game- League of Legends world championship (Malvone, 2020). The League
of Legends world championship was broadcasted live by multiple platforms including
Twitch throughout the United States of America, Canada, and Europe (Malvone,
2020). Sponsorships in large, organised eSports events drive sponsorship revenues
(Malvone, 2020). Through digital interactive engagement of display media and
consistent logo visibility enabled Coca-Cola to increase brand recognition by actively
associating with the trend of eSports through the partnership with Riot Games
(Malvone, 2020).
Between the years 2016 and 2017, approximately six hundred sponsorship deals were
successfully made in the eSports industry (Long et al., 2018). Sponsorship deals
included in-game digitalized advertisements for aims of brand resonance through
display media and live event sponsorship deals which were broadcasted on Twitch
(Long et al., 2018). Through the live event sponsorships, brand sponsors were able to
provide a digital experience in the online eSports gaming culture and strategically
integrated brands into the eSports industry through experiential brand interaction as
the events were broadcasted live on Twitch with streamer interactions (Long et al.,
2018).
2.2.2. Brand equity
Keller (2013) posits that by enhancing brand equity, brands are able to actively
maintain brand resonance with consumers through maintaining a meaningful brand
relationship in which consumers are more willing to consistently engage with brands
12
and maintain brand loyalty. According to Hwang et al. (2017), brands digital advertising
in games broadcasted continuously expose brands to the gamers and viewers as the
digital placement of logos for example, cannot be removed from the screen or during
gameplay. Therefore, Hwang et al. (2017) and Long et al. (2018) posit that placing
brands digital advertising in a consistent view within the Twitch stream is an advantage
of consistent brand visibility allowing for the audience to create a simple human
connection to the brand as to who the brand is and the advertisement’s offering in the
advertisement thereof.
Carter and Egliston (2018), and Gawrysiak et al. (2020) suggest that eSports
broadcasted on Twitch offers a unique viewer experience through the use of
interactive advertising. Gawrysiak et al. (2020), Carter and Egliston (2018) posit that
the innovative creativity within the digital advertising connects the viewers to the
brands and streamer allowing for a human connection to shape brand perceptions,
make judgements to be in real time and choose whether to respond to the
advertisement. Brands digital advertising in eSports on Twitch assist viewers to
associate brands to the supported eSports team or player which in turn helps viewers
to process the brands value through association and respond in real time to the
advertisement (Gawrysiak et al., 2020).
Brand advertising in traditional video games restricted real time responses from
gamers as there was a lack of direct links to access an option to learn more about a
brand (Hwang et al., 2017). Website links, targeted advertisements and learn more
options were unavailable in traditional video games as opposed to the current digital
era of advanced technology and the internet advantages existent in eSports and
Twitch (Hwang et al., 2017). Multiple companies have been entering the eSports
industry to extend and enhance brand equity through digital advertising and brand
sponsorships (Gawrysiak et al., 2020).
Consumers seek to relate to content online and brands aim to create relatable content
through advertising, creating a correlation between digital advertising and brand equity
(King and de la Hera, 2020). Online streamers are the source of relatable content
information through entertainment which enhances the relationship between the
brands and consumers through digital advertisements (King and de la Hera, 2020).
13
The eSports Arena is an American company which has built eSports arenas in Las
Vegas, California, and Orange County to host eSports events and has partnered with
NBC, Red Bull, General Mills and Microsoft to integrate branded experiences in each
eSports event for the online viewers (Long et al., 2018).
The branded experiences in eSports increase brands’ resonance and equity through
matching images of logos, visible sponsorships, and display media with strongly
supported eSports events allowing for viewers to recognise a consistent link between
brands sponsors, eSports games and eSports streamers (Gawrysiak et al., 2020).
TwitchCon is an event hosted by Twitch to bring together the gaming community of
streamers and viewers to watch, learn and play eSports games in eSports event
arenas (Long et al., 2018). The TwitchCon events provide the eSports gaming
community with an intimate and brand meaningful set up through planned game nights
and streaming parties which provide brands with more experiential brand interaction
(Long et al., 2018).
The eSports partnership between the Turtle Wax brand which sells automobile
products and the OpTic Gaming eSports team which plays the games of League of
Legends and Call Of Duty, has integrated the gaming and car care enthusiasts’
community by introducing Turtle Wax to the eSports industry (Long et al., 2018). The
background of OpTic Gaming live streams was decorated by Turtle Wax to integrate
both brands for visible brand association during live streaming (Turtle Wax, 2016).
The partnership between Turtle Wax and the OpTic Gaming team aimed to
strategically increase brand equity through connecting with car enthusiasts in eSports
in an authentic manner which resonates with the fans of both Turtle Wax and OpTic
Gaming (Turtle Wax, 2016). Brands which strategically advertise within eSports on
interactive platforms position the brands in an easily visible and relatable manner
which enables viewers to recognise brands and form an imagery and identity
connection with the brands (Long et al., 2018).
According to Malvone (2020), the most influential streamer Tyler Blevins, known as
“Ninja”, in the eSports industry, was sponsored by Adidas to endorse Adidas sports
products in the virtual world of eSports through live streams during gameplay. Adidas
initiated the sponsorship with Blevins as Blevins maintained a following of over
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fourteen million Twitch followers, thus associating with a famous Twitch streamer
benefitted both Adidas and Blevins with the increase of market and brand visibility
(Malvone, 2020). The partnership between Adidas and Blevins lead to Adidas
integrating products into the virtual world of eSports by placing Adidas products into
eSports which enhances brand equity through creatively endorsing the Adidas brand
within an eSports game (Malvone, 2020). Blevins’ fanbase effectively brought brand
sponsorships to Blevins as brands desired to initiate endorsement deals in exchange
for connecting the brands to the streamer’s large fanbase for the benefits of extending
brand awareness and growing brand equity on trending platforms such as eSports and
Twitch (Malvone, 2020).
2.2.3. Conclusion
Long et al. (2018), Carter and Egliston (2018), and Gawrysiak et al. (2020) concur that
digital advertising in eSports on Twitch construct a strengthened connection between
brands and consumers by enhancing brand equity through investing in sponsorships
and partnerships with eSports teams and players. Long et al. (2018), Carter and
Egliston (2018), and Gawrysiak et al. (2020) also suggest that the strengthened digital
connection extends brands’ presence into the eSports industry, effectively shaping
positive brand perceptions and brand resonance. eSports has revolutionized the
traditional video games advertising methods by integrating creativity, technology, and
the internet to allow brands to advertise within eSports with a consistent online
presence through Twitch (Long et al., 2018).
King and de la Hera (2020) posits that live streamers act as the interactional link to
correlate brands content and consumers desire to relate to brands. Brand resonance
and brand equity can be effectively achieved through digitally displaying brands logos,
visuals or advertisements on Twitch during eSports streams which can be clicked on
to simultaneously access brand websites in a new window (Gawrysiak et al., 2020).
Therefore, challenging traditional video games’ lack of innovative creativity in brand
advertising of banner advertisements and offline gaming (Gawrysiak et al., 2020).
15
2.3. Conceptualisation
eSports: eSports is the activity of playing competitive

online video games by professional individuals
or teams on the internet (Cambridge Dictionary,
2021). eSports is played in organised
competitive events which are broadcasted live
for spectators on the internet using
broadcasting platforms (Lehnert et al., 2020).
This is the main concept within this research
study as the focus is on eSports content being
streamed and/or played on Twitch. As well as
exploring how various brands utilise the new
trend of eSports broadcasted on Twitch in order
to increase brand equity by advertising with
eSports gamers and effectively resonating with
the audiences.
Twitch: Twitch is a worldwide leading live streaming

platform on which gamers utilise to live stream
eSports content in real time, engage with the
audience watching and build international
fanbases (Twitch, 2021). This concept
describes the main platform in which the
research aims to focus on and to gain insight
on how various brands may effectively utilise
Twitch with eSports streamers for effective
brand advertising and to enhance brand equity
thereafter.
16
Live stream: A live stream is a visual and audio combined
broadcast of an event through the use of the
internet (Merriam-Webster, 2021). This
concept links to this research as the main
function of the Twitch platform is the live
streams as the entertainment factor and is used
by Twitch live streamers for broadcasting
content such as eSports as the streamers
simultaneously play and stream online
competitive games. This research study will
explore how live streams on Twitch with
eSports content convey value to the audiences
through digital brand advertising with human
connection and interaction.
Digital advertising: Digital advertising or advertisements consists

of all types of business communication aimed
at promoting or raising awareness of products,
services, or brand communication through the
use of the internet and digital channels (Stokes,
2011). Digital advertising examples include
pop-up advertisements, display media, banner
advertisements, and click through target
adverts which are interactive digital
advertisements enabling the user to click on an
advert or link to be directed to the brand
website (Stokes, 2011). This research study
explores digital advertising through its trending
innovation of how brand awareness and band
equity is being enhanced with online presence
through Twitch and eSports.
17
Brand equity: Brand equity is the intangible value created by
brands for target markets by relating a product
or service with recognizable and memorable
images, reliability experience and brand loyalty
(Hayes, 2021). Brand equity is the incentives
provided by the brand for consumers to desire
to maintain a brand relationship, consumer
loyalty and brand resonance (Hayes, 2021).
This concept links to this research by analysing
current literature on how digital advertising on
Twitch in eSports can enhance brand equity
through Twitch streamer-viewer engagement
and extend brand awareness and resonance in
the eSports industry. Brand equity will be
explored by using Keller’s brand equity model
in this research study to define how brands are
able to use each level to reach and connect
with consumers by advertising on Twitch with
eSports content to identify with the consumers,
shape perceptions, prompt a response and
ultimately create a brand relationship.
Brand resonance: Brand resonance describes the strength of

consumers relationships with brands, how do
consumers engage with brand, what the brand
means to consumers and how does the brand
create brand loyalty amongst consumers
(Keller, 2013). This research aims to explore
how brands can enhance brand resonance by
integrating with the trend of digital advertising
within eSports on Twitch. This concept aims to
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be defined in this research as to how brands
integrate digital innovation with advertising on
an increasingly trending platform of Twitch and
eSports content to effectively reach a growing
audience and benefit brands by enhancing
brand resonance.
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3. METHODOLOGY
3.1. Research paradigm
The methodological position of interpretivism emphasizes the gaining of in-depth

knowledge with qualitative methods to study data, findings and understand the value
within context thereof (du Plooy-Cilliers, 2013). This research will analyse the topic of
digital advertising within eSports on Twitch through the interpretivism paradigm. The
interpretivist comprehension of this topic will enable the researcher to efficiently
understand and gain deeper insight into the value offered by this digital trend of
advertising within eSports live streamed on Twitch.
Therefore, the focus of this research is placed on how brands utilise eSports and
Twitch live streams to reach new and growing audiences to enhance brand equity and
increase brand equity through integrating digital factors into brand advertising in order
to integrate the digital trend with the brand during the current digital shift. In order to
effectively comprehend phenomena, value within findings is supported in
interpretivism and the qualitative research will assist the researcher in understanding
the respondents’ perceptions thereof through in-depth questionnaires (du Plooy-
Cilliers, 2013).
Therefore, the value of digital advertising in eSports on Twitch is sought after through
analysing how brand equity is enhanced amongst the audience on the Twitch live
stream during eSports gameplay. Twitch is a platform in which a bridge between
gamers and audiences is built to combine the interaction and entertainment factor of
eSports (Gawrysiak, Burton, Jenny, and Williams, 2020). This research aims to
understand how brands can enhance brand equity through utilising an integrative
platform like Twitch with eSports content. Valuable insight is aimed to be gained on
how brands may create deeper impressions on consumers through imagery and
human connection to the brand by using Twitch’s options of display media, logos and
brand sponsorships which effectively contribute to brand equity. Thus, by utilising this
paradigm, it will allow the research to be enhanced through in-depth understanding
being obtained with examples and insight derived from data collection.
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The methodological paradigm in this research aims to gain in-depth insight through
using questionnaires with qualitative questions for lengthy responses from
respondents. By collecting insight on the mentioned aspects, the researcher aims to
interpret the value derived thereof to understand how the growth of the eSports
industry and Twitch can maintain the effectiveness of being able to integrate
entertainment and provide a continuous digital factor to brand equity.
3.2. Research design
This research consists of the interpretivism paradigm in which the researcher aims to
gain in-depth understanding to determine the value offered by the new trend of
advertising in Twitch and its benefits. The interpretivist paradigm will enable the
researcher to understand the findings by analysing how respondents of this research
study perceive and describe experiences. The methodological position of
interpretivism allows for the researcher to explore and understand the phenomenon
through qualitative methods of research. As this research study is exploring digital
advertising on Twitch with eSports, the case study will be on the Twitch platform.
This research will conform to an exploratory and qualitative design in interpretivism as

the researcher intends to analyse the data collected from in-depth and open-ended
questionnaires with qualitative questions to understand how digital brand advertising
on Twitch is beneficial to both the brands and the affiliated eSports teams or players
as well as the perceptions of Twitch users on how brand advertising in eSports may
enhance brand equity, increase brand resonance and awareness. This will be done
by gaining knowledge through gathering insight from respondents who watch or
stream eSports content on Twitch which may then be analysed into understanding
Twitch consumer perceptions towards brands and effects of digital brand advertising
on this platform. The users’ perceptions may be shaped through the digital advertising
methods used by brands on Twitch in eSports with audience interaction through Twitch
live streamers (Chen and Lin, 2018).
The qualitative methodology with a qualitative approach allows for the understanding
of human behaviour and interaction to construct an understanding of perspectives and
21
experiences (Strydom and Bezuidenhout, 2013). Thus, a qualitative approach with
questionnaires will be used in this study to actively seek to understand and gather
insight on the respondents’ perceptions and experiences related to the topic.
3.3. Population
Parameters: Young adults aged 18-25 in South Africa who form part of the Generation
Z population, and who utilise Twitch for watching or streaming eSports. The
Generation Z population consists of individuals who are born between the late 1990s
and the early 2000s and whom are also technologically driven, pragmatic and socially
responsible (Merriam-Webster, 2021).
Target population: The Gen Z gaming community engaging on Twitch for eSports
content and has knowledge about eSports content and brands’ digital adverts,
partnerships or sponsorships with players or teams.
Accessible population: Gen Z gaming individuals who reside in Durban, South Africa
who utilise Twitch for streaming or watching eSports gameplay. These individuals are
to describe the effect and usage of Twitch to assist the researcher in exploring
knowledge pertaining to the research.
3.4. Sampling
Non-probability sampling was used as this research study is qualitative and consists
of purposive sampling as a specific group who share similar characteristics are needed
to gain relevant information and convenience sampling for ease of accessibility to the
population. Non-probability sampling is utilised when access to an entire population is
highly limited (Pascoe, 2013). Therefore, the focus is shifted by accessing enough of
the sample population to obtain enough of the saturated data in the findings to
effectively assist the research.
Sampling Method: Purposive sampling is utilised when the researcher specifically

selects elements to be included in the characteristics of the sample (Pascoe, 2013).
22
Purposive sampling was utilised as the researcher aimed to gain in-depth knowledge
from a group of individuals who share characteristics of streaming and watching
eSports games on Twitch. Convenience sampling is used when researchers have
access or contact of some form to access a sample (Pascoe, 2013). Convenience
sampling was utilised as the researcher has access the gaming community within the
Durban area which would then enable the researcher to forward the questionnaire to
individuals of this community. This sampling method was used as the researcher
required specific types of individuals from a specific population which is the Gen Z
gaming community, individuals aged between 18 and 25 residing in Durban which
allowed for accessibility and relevance to the study.
Sample size: This study had aimed to utilise a sample size between 15-20
respondents to obtain ample saturated data from the accessible population who share
similar characteristics of belonging to the Generation Z and eSports gaming
community who utilise Twitch. This sample size was also motivated by the accessibility
of gaming individuals who had fit the population parameters required for this study.
Accessed sample size and population: A total of 17 responses were received from 17
respondents, aged between 18 to 25 years old, belonging to the Gen Z generation and
the gaming community in Durban. This enabled for the researcher to uphold purposive
and convenience sampling methods as well as obtain relevant data by accessing the
desired and accessible population.
3.5. Data-collection method
To maintain the purpose of this study and obtain useful data, the researcher made use
of a qualitative questionnaire which consisted of open-ended questions and a limited
amount of close ended questions to determine demographics. Questionnaires are
deemed suitable to research studies when seeking to obtain valuable data which can
be analysed for greater understanding (Strydom and Bezuidenhout, 2013). Google
forms is a free online tool which enables individuals to draw up questions and select
the types of response formats, thereafter, send and safely collect and store responses
23
online (Melo, 2018). The researcher utilised the Google forms tool as it is online, free,
and simple to use and send to multiple respondents simultaneously. The Google forms
questionnaire link was then sent to the sample population, responses were then
collected and stored safely in a comprehensive layout.
The questionnaire began with a brief introduction to explain the research, process and
how the respondents will be protected. This included an introduction of the researcher;
the type of research being conducted and the topic. A brief explanation of what the
research requires from the respondents was then followed by a brief clarification to
what digital brand advertising entailed and lastly assurance for the respondents that
anonymity will be maintained throughout. The questionnaire is designed with a total of
twelve questions as the researcher aimed at designing a relatively quick questionnaire
to save the respondents’ and researchers time as well as to obtain an ample amount
of data which allowed for in-depth analysis after collection.
The questionnaire began with four closed-ended questions to determine if the

respondents fit the parameters such as age and location and whether the respondents
had knowledge of and utilised the Twitch platform such as question three and four
providing a choice of “yes or no” questions. Thereafter, followed by eight questions as
the questions required respondents to briefly elaborate to obtain in-depth data.
Question five, six and eight aimed at determining the engagement and persuasion
levels and experiences of viewing digital brand advertisements on Twitch in eSports.
Question seven and ten aimed at obtaining insight on opinions about the brand
advertising types and a comparison of interactive versus non-interactive brand
advertising to gain data to answer the research objectives and overall goal. Question
nine aimed to determine whether brand advertisements on Twitch were effective in
shaping consumer perceptions and having persuasive effects on consumers’ buying
behaviours which links directly to the research objective of obtaining insight on brand
advertising effectivity, consumer perception and brand equity. Whereas question
eleven and twelve aimed at collecting data on the perceptions and experiences on the
efficiency and awareness aspects of digital brand advertising on Twitch in eSports.
The flow of the questions was in a coherent manner as it had begun with closed ended
questions, thereafter, followed by open-ended questions which aimed to have a
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progressive flow and clear link to the topic in each aspect and links to the research
objectives and question. Respondents were encouraged to respond in own their own
words as the open-ended questions aimed at obtaining respondents’ feedback with
elaboration on experiences, perceptions, and opinions on digital brand advertising on
Twitch in eSports.
3.5.1. Application of data-collection method
Firstly, by following protocol, the ethical clearance form was completed, and an ethics
checklist as well to detail how the research data collection was to be conducted with
details regarding the research study, paradigm, design, population, and sample.
These two forms were then sent to the research supervisor and the campus post-
graduate research coordinator to obtain permission for research data collection to
commence. Thereafter obtaining permission and clearance for both forms, the
researcher then focused on refining the questionnaire in a manner which would best
obtain relevant information and using a simple layout and tool such as Google forms.
As the questions were designed in a manner which linked to the research question
and objectives to obtain relevant information, a pre-test was informally performed by
a group of 6 respondents between 18 and 25 years old. This pre-test allowed for the
researcher to refine and reword certain questions after determining if all questions
were clearly understandable and not ambiguous. Certain questions were then refined
in simple language for clear understanding and in a straightforward manner aiming to
obtain lengthy responses where necessary.
The final questionnaire was then proofread, and checked for grammar, spelling, and
comprehensiveness to ensure that the respondents do not face difficulties whilst
responding to the questions or having the questionnaire take up too much of the
respondents’ time. The questionnaire was then laid out on Google forms, the first four
questions were given yes/no and short response formats whereas the last eight
questions were given long response formats. Thereafter, the questions and layout
were checked for errors and the flow of the questionnaire was made sure to be correct
questions before sharing. The questionnaire’s Google forms link was then shared to
25
respondents via WhatsApp, the link then opened to the questionnaire which allowed
for the respondents to each have access to their own copy and submit accordingly. By
using Google Forms, all responses may be collected in an organised and cost-
effective manner (Melo, 2018).
The questionnaire was sent out on the 3rd of August 2021 and an adequate number of
responses were successfully received by the 5th of August 2021. The time frame in
which the questionnaire was shared, and responses were received was time efficient
for both the respondents and researcher as data was collected within three days and
the questionnaire consisted of only 12 questions in total to complete. There were
seventeen responses in total which was deemed sufficient by the researcher for data
saturation. All responses and respondents remained anonymous throughout the
process and will remain so for ethical considerations.
The responses were then collected and stored in a safe and orderly section of the
google form which only the researcher had access to. Which then allowed the
researcher to have access to digital copies, be able to download and access it to sort
the data with content analysis and into themes. This also allowed the researcher to
analyse and organise the data during analysis to understand the effectivity of the brand
advertising and association with the Twitch platform in eSports content and its impact
on audiences with regards to brand equity and resonance thereafter.
3.6. Data analysis method
The researcher had made use of the qualitative data analysis method of content
analysis to reinforce the confirmability and consistency of the data supporting the
research objectives, question, and findings. Therefore, the data collected was
analysed through an inductive approach with qualitative content analysis through
using the eight steps to create a meaningful understanding of the findings to assist the
understanding of the overall phenomena and derived themes thereof.
Qualitative content analysis is used to explore and identify recurring and evident
themes and patterns within the data collected (Bezuidenhout and Cronje, 2013). The
26
inductive approach will allow the researcher to place data into themes to develop an
integrated analysis of the findings (Bezuidenhout and Cronje, 2013). Therefore, by
using content analysis of the data collected from the questionnaire responses, it
allowed for the researcher to place data into themes after analysing the responses
collected. This effectively assisted the interpreting of data with relevant information of
the benefits of digital advertising as perceived by the respondents, the platform used,
benefits stated and overall respondents’ opinions of whether the two examples of
themes were found which are brand equity and awareness.
The questionnaire consisted of four quantitative questions and eight qualitative

questions. The quantitative questions were placed in bar graphs and pie charts for
clear understanding and grouping of data. The qualitative questions were analysed
using the eight steps which allowed for the researcher to place the data into themes
thereafter. All text conveys potential meanings and messages which allows the
researcher to understand different perspectives (Bezuidenhout and Cronje, 2013).
Therefore, after conducting a deep reading of the questionnaire’s responses in the
questionnaires, the eight-step process was followed, and themes were derived. The
themes derived were then found to be linked to the literature and research objectives
which enhances the strength of the research study. As the literature and research
objectives focus on Twitch, brand advertising, awareness and brand equity, the
themes and relevance of the data were aimed to link to these themes.
3.6.1. Application of data analysis
Upon sharing the questionnaire and receiving responses thereafter, the respondents
accessed had consisted of individuals between the ages of 19 to 25 years old and fit
the parameters of the research, including the location of in and around Durban. The
researcher had then downloaded the responses from the online safe space to a PDF
with each response able to be viewed separately for further analysis. Anonymity was
ensured throughout the process and no identifiable information of the respondents
may be traced back to them.
27
A total of 17 responses were received and were analysed through qualitative content
analysis to place data into themes and obtain in-depth understanding of the
perceptions, experiences, and opinions of the respondents regarding digital brand
advertising on Twitch and brand equity thereof. The data was analysed using the eight
steps of content analysis. The eight steps of content analysis include preparing the
data, defining the coding unit to be analysed, developing categories, a conceptual
framework, testing the coding, then coding the text, assessing the consistency of
coding followed by interpretation of the data concluded and lastly reporting the
methods (Bezuidenhout and Cronje, 2013). Bar graphs and pie charts were used to
present the closed-ended questions’ responses for clear presentation and simple
understanding. As the quantitative questions asked for demographics and one-word
responses, these two chart types were suitable to depict the data. The qualitative
question’s responses were analysed through content analysis with eight steps
allowing for deriving of themes and concluding the findings to support the research
study, literature, and objectives.
Step one of the qualitative data analysis with eight steps is preparing the data by
organizing it and transcribing the data to understand the data better and recognise key
aspects to derive codes (Bezuidenhout and Cronje, 2013). The researcher first
downloaded the responses with individual views of each response to organise and
detect similar words used in each response. For example, the words “effective”,
“appealing”, “brands support” and “awareness” are similar words used in majority of
the data collected which makes it important codes to analyse. Step two entails
defining the coding unit or concept which will allow the researcher to organise the data
into groups which can be examined to derive themes or concepts from (Bezuidenhout
and Cronje, 2013). When deriving themes from the data collected, each of the
questions’ responses were grouped per question to organise the data and not mix up
responses during the analysis. For example, the themes “brand equity” and “brand
awareness” were found and grouped for organisation as brand equity is a key focus
and links directly to the research objectives. This allowed for the researcher to
determine and understand the similarity and information gathered per qualitative
question. The themes allowed for the researcher to link the relevant information to the
research.
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Furthermore, step three is developing a conceptual framework within which the coding
of data can be assisted and defined for clear understanding (Bezuidenhout and
Cronje, 2013). The researcher created a conceptual framework by deriving the most
common or underlying themes and defining it to clearly link the themes to the research
study. For example, “brand equity” is a key theme derived and directly linked to the
research study. Step four includes testing the coding scheme on a sample text to test
the clarity and consistency of the definitions on a sample of the collected data
(Bezuidenhout and Cronje, 2013). The researcher tested the coding by analysing how
well the defined codes explained the data collected and linked back to the objectives
to ensure consistency. Step five entailed coding all text by highlighting relevant words
and information (Bezuidenhout and Cronje, 2013). The researcher completed this step
through thematic coding by highlighting and typing in a list, the key themes and useful
information obtained in the data.
Moreover, step six is the assessing of coding consistency to recheck the coding’s
relevance and consistency (Bezuidenhout and Cronje, 2013). The researcher
completed this step through double-checking that the codes and themes were relevant
and useful to the research study, objectives and assisting in answering the main
question. Step seven included interpreting the data and presenting the meanings of
the themes derived to look for further meaning, clearly show the link between the
themes and the research study and explain the links found (Bezuidenhout and Cronje,
2013). The researcher had completed this step through a word cloud with definitions
to link the themes to the study. A main theme “brand equity” was evident throughout
the data analysis and evidence of the link between the respondents’ responses
positive of brand equity being enhanced through the advertising on Twitch and the
answering of the research objectives of obtaining insight on the efficiency and
effectivity of digital brand advertising enhancing brand equity.
Lastly, step eight is reporting the methods and findings (Bezuidenhout and Cronje,
2013). The researcher completed this step by reporting the process applied in the
coding, analysis, and interpretation to clearly show the links, findings and relevance
between the data and the research topic, study, question, and objectives. For
example, the theme of “brand equity” was supported by the fact that some respondents
described digital brand advertising as useful in enhancing brand equity. This also
29
supports the research objective of obtaining useful insight to brand advertising on
Twitch having the ability to shape consumer perceptions and enhance brand equity.
3.7. Trustworthiness
Credibility: Refers to the accuracy of the interpreted data from respondents (Koonin,
2013). The credibility of this research study will be enforced through the researcher
introducing the topic and reason for the research as well as what is required of the
respondents before deciding to begin the questionnaire, this will also include the
research purpose within the brief explanation. Questions in the questionnaire were
constructed to be simple to understand to allow for participants to clearly convey their
perceptions and opinions in the responses. This was effective as most of the
respondents were able to clearly comprehend the question and provided in-depth
responses which in turn allowed for in-depth data to be collected and analysed with
accuracy as respondents had understood the study’s research, topic, and purpose
through the introduction of the questionnaire being placed before the questions had
begun.
Transferability: Is the ability of the research findings to be applied to similar situations

in order to determine similar results (Koonin, 2013). As the questionnaire is qualitative
with open-ended questions asking for experiences, feelings towards and opinions, the
findings are likely to be transferable to similar research or situations involving Twitch,
eSports, and digital advertising thereof.
Dependability: Refers to the quality of the integration process of the data collection
method, analysis and theory generated thereafter (Koonin, 2013). This research study
is greatly dependable through the consistent integration of themes and aims to further
the dependable consistency through having formulated the questionnaire in a clear
and directly relatable manner to the main research question and objectives. The
questionnaire was formulated to support the theory and topic as well as to integrate
the findings in an insightful manner.
30
Confirmability: Refers to how well the data collected supports the research findings
and interpretations of the data itself (Koonin, 2013). The researcher had described this
aspect in detail through explaining the research and process pertaining this study and
its findings to be consistent in similar conclusions.
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4. FINDINGS
4.1. Presentation and interpretation of findings
The presentation of the findings will include presenting the characteristics of the
respondents and suitability to this research followed by the codes and themes derived
from the responses within the interpretations of the findings to link and conclude the
research to the topic, problem, objectives, theoretical framework, and literature review.
Question 1 to 4 are quantitative in nature for demographics and question 5 to 12 are
qualitative in nature for interpretation.
The results and findings in the quantitative questions 1 to 4 are presented in bar graph
and pie chart formats for simple understanding and to breakdown the demographics.
These results depict that the sample population accessed during the primary research
consisted of 17 respondents. As question 5 to 12 are qualitative, the presentation of
findings and codes will be through word clouds. Thereafter, the findings will be
discussed in context to the research literature, theoretical framework, question, and
objectives followed by the conclusion.
32
Question 1:
Figure 4.1.1: Singh, A. 2021. Question 1 results. (Unpublished, 2021).
This research pertained mainly to the Generation Z gaming community in which the
age group between 18 to 25 years old therefore it was imperative that respondents in
the sample group fell within these age brackets for the researcher to obtain the most
relevant and useful data. The Generation Z community is deemed the most technology
driven and evident in gaming communities in current times (Matt, 2021). The findings
depict that the sample population accessed included respondents from the age group
required.
33
Question 2:
For ease of accessibility and supporting the convenience sampling method, the
researcher aimed to access respondents residing within Durban, Kwa-Zulu-Natal. The
findings depict that 100% of the sample group resided within Durban.
34
Question 3:
Question 3 aimed to determine whether or not the respondents streamed or watched

eSports on Twitch to have the necessary and relevant background on the research
topic. Findings derived were that 100% of the respondents had watched or streamed
eSports on Twitch, making the respondents suitable to the research and supporting
the purposive sampling aspect as respondents were selected from the local gaming
community. eSports is a medium for brands to integrate branding, promotions and
enhance brand equity (Lehnert, Walz, and Christianson, 2020). Thus, it was
interpreted that respondents had background knowledge through watching or
streaming eSports.
35
Question 4: Research topic relevance
The main topic focus of this research study is digital brand advertising on Twitch in
eSports as the research objectives include obtaining valuable insight on the efficiency
of brands using Twitch and live streamers to enhance brand equity and visibility
through digital brand advertising and insight on how effective brand advertising on
Twitch in eSports content shapes consumer perceptions and enhances brand equity.
Therefore, it is imperative that the respondents have seen brand advertisements on
Twitch in eSports content to have knowledge of the types of advertising and its impact
on the respondents thereof.
As brand meaning is derived from between imagery and performance of advertising,

by linking the right associations with appealing and relevant imagery to the viewers,
brands are able to create meaningful brand images and reliable performance
experiences (Keller, 2013). Therefore, as 100% of the respondents responded with
“yes”, thus, it was an indication and finding that by seeing advertisements previously
on Twitch in eSports, respondents did have relevant and useful background
knowledge linking to the topic of the research.
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Question 5: Do you feel persuaded to click on the brand website link or learn more
option when you see a brand advertisement on Twitch? If yes, what persuades you to
do so?
Figure 4.1.5: Singh, A. 2021. Codes derived from question 5 responses.

(Unpublished, 2021).
According to Gawrysiak, Burton, Jenny, and Williams (2020), the current transition into
a more technological driven era has enhanced brand awareness and innovativeness
in advertising trends through eSports. As found within the results of question 5, very
few respondents had responded negatively to being persuaded to click to learn more
about the brand advertisement however, the codes derived were the main phrases
evident in the positive responses describing why the respondents felt persuaded to
click on the link or to learn more about the advertisement. The words “strategic” and
“persuaded” provide an indication that the technological integration of brand
advertising and the digital space allows brand to strategically place advertisements on
Twitch to persuade the eSports gaming community. This also suggests that
advertisements may be “appealing” to the eSports communities in a way that
traditional media is unable to do- as Twitch is an online platform with real-time
engagement.
Thus, majority of the responses lead to the finding that the brands’ strategic
placements and persuasion with appeal and creativity specifically target eSports
communities. Another finding was that respondents felt persuaded to learn more if
37
there was a “competition”, innovative creativity, or high level of interest in the brand
advertisement. Brands reinforce brand equity and resonance by adopting creative and
innovative ways of advertising on increasingly popular digital platforms (Gawrysiak et
al., 2020). This reinforces the research objective of obtaining insight on the efficiency
of brands’ digital advertising in enhancing brand visibility as most responses suggest
that these advertisements were indeed persuasive, creative and strategic in nature.
Question 6: Do you feel engaged and entertained by the adverts run on Twitch
channels during eSports streams?

The above codes derived display the overall main words used to describe the feelings
of the respondents towards advertisements run on Twitch during eSports streams.
The words “interactive”, “engagement” and “effective” support the notion that brand
resonance is enhanced during these adverts on Twitch in eSports as it is created
through having an interactive brand-consumer relationship with effectivity and
meaningful engagement. This finding supports the building of brand resonance and
equity through Keller’s brand equity model discussed in the literature.
Brand resonance is the final level of the model which refers to how brands aim to
maintain brand-consumer relationships to improve brand loyalty (Keller, 2013). Thus,
38
as majority of the respondents positively respond to the question and elaborate by
describing the advertisements to be interesting and eye-catching, it suggests that the
creativity and engagement of the advertisements are mostly well-received and
entertaining whereas some respondents did suggest feeling engaged and entertained
sometimes and if products were interesting.
Question 7: What is your opinion on brand advertising in eSports on Twitch as

opposed to advertising in non-interactive offline video games?

Ender (2020) posits that digital advertising in the current technological era with internet
support enables brands to maintain measurable enhancements of brand equity
through new online channels whereas offline videogames lacked creativity and
interactivity. Therefore, the research problem describes this lack of creativity and
innovation in non-interactive offline videogames as compared to interactive eSports
with measurable engagement and meaningful impact within digital brand advertising
on Twitch.
Findings include respondents deem adverts on Twitch in eSports to be more

interactive, informative, and effective in engagement with more opportunities and
insight through the interactivity whereas offline videogames restricted such
engagement and opportunity for better understanding and learning more. This
supports the literature review in the sense that online engagement from brands prove
39
to be more meaningful through consistency and reach whereas offline videogames
lack such reach. Therefore, insight from interpretation suggests that brand
advertisements mainly spark interest and deeper engagement if the viewers are
communicated with in an eye-catching manner towards the product and with clear
interaction with benefits for both the advertiser and viewer.
Question 8: How does the verbal and visual interaction of the streamer persuade you
to learn more about the brand?

As found in the responses from question 8, all respondents were positive that the
verbal and visual interaction of Twitch streamers has a persuasion level to an extent
as it depended on what was being promoted or communicated. Majority of the
respondents deemed the interaction most effective if the topic and message included
a trusted brand or interesting product. The interactions were deemed to be more
relatable and personal with human connection allowing for respondents to gain a
better understanding of the brand message through the streamers’ interactions. Brand
judgements and feelings are on level three of the brand equity model and are
enhanced through meaningful interactions and clear communication (Keller, 2013).
Therefore, as brands convey messages through streamers interacting with audiences,
the responses in question 8 depict that these interactions are effective as described
as attention grabbing, engaging and easily understandable. Thus, proving the
theoretical foundation to be effective for this research study.
40
Question 9: Do you feel inclined towards buying a brand’s products after a Twitch
streamer has promoted it on eSports streams? If yes, why?

Interactional flows are developed during live streams on Twitch, which allows for
streamers to connect and engage with audiences for meaningful communication
(Chen and Lin, 2018). As per the findings of this question, five respondents admitted
to not being inclined towards purchasing promoted products however, most of the
respondents had responded positively to being inclined and considering of the product
promotions on Twitch by the eSports streamer.
As the above words were used in responses, it is interpreted that Twitch streamers
are effective and informative within the brand promotions as viewers can see brand
association and become influenced to a level towards learning more or heeding the
brand communication. This finding supports the study as the research problem of
non-interactive and offline videogames disabled interactive flows to influence
consumer perceptions and purchase decisions as compared to the current
technological era in which online platforms such as Twitch provide means for brands
to advertise and interact with audiences in eSports in the digital space.
41
Question 10: What is your opinion on eSports players brand sponsorships?

Integrating brands on Twitch with digital advertisement placements and sponsorships

enable brands to have greater exposure to eSports communities and increase brand
reach (Long, Drabicky and Rhodes, 2018). This notion was found and discussed in
the literature therefore linking to question 10 findings. These findings depict that
majority of respondent’s opinions support these brand sponsorships as players may
become more popular, audience become more targeted, sponsorships are effective
and brilliant ideas to boost streamers and players careers.
Interpretation suggests that brand sponsorships in this aspect, appeal to viewers as

an effective way of targeting specific audiences as brands may sponsor eSports
players to grow both parties’ audiences and integrate the brand offerings into new
horizons as mentioned in the theoretical framework with Tyler Blevins being
sponsored by Adidas and having the ability to shape consumer judgements and
feelings with sponsored and endorsed products.
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Question 11: Does brand advertising on Twitch streams help you to better understand
a brand advertisement or message?

These findings suggest that respondents perceive and feel that the brand
communication is better received and understood through being placed and informed
on the interactive platform of Twitch. The words above depict that brand advertising is
greater established through streams as viewers can establish relatability, be exposed
to deeper meaning, become more aware of what is being offered as streamers relate
personal experiences and the casual yet appealing manner of advertising through
streams provides brands and consumers more accessibility to information and
audiences.
As integrated with the literature, this supports the research objective in obtaining
insight of the effectivity of brand advertising and ability in shaping consumer
perceptions as findings suggest that brand awareness is greatly supported in
advertising on streams to establish that relatable connection for understanding and
exposure to the brands through human connection. Online streamers are deemed the
source of creating relatable content through entertainment to enhance brand-
consumer relationships using digital brand advertising (King and de la Hera, 2020).
Thus, the finding does depict the enhancement of brand equity through Twitch
streamers creating relatable and understandable content targeted at eSports
communities and enhancing the understanding between brands and consumers.
43
Question 12: Do you feel that brand advertisements on Twitch are helpful towards
creating awareness, brand equity and valuable association(s)? Please provide a
reason
responses. (Unpublished, 2021).
As interpreted from the obtained data above, these codes show the link through which
brands digital advertising on Twitch have influence on the sample accessed as
respondents feel and perceive brands support their gaming community which then
prompts the respondents to support the brands in return. This enhances brand equity
to an extent as loyalty and interest increases. The words such as “appealing” and
“relatable” were used to describe live streamers advertising on Twitch, linking the
efficiency and influence of the digital advertising styles used and brands sponsorships
on Twitch in eSports.
By strategic brand advert placement in Twitch streams, brands can enhance visibility
and awareness with interactive human connection (Long et al., 2018). The research
objectives are evidently proven, and the literature is supported through these findings
suggesting that advertisements on Twitch are informative, easy to understand, visibly
appealing and allows brands to reach large and niche audiences through brand
sponsorships as well. Therefore, another interpretation is that advertising on Twitch
streams allow brands to increase visibility and provide viewers with an interactive
break to view and listen to an advertisement thus becoming informative and enhancing
the visibility of brand associations on Twitch.
44
4.2. Findings in context to the research problem and question
The research problem describes a lack of creativity and innovative ability in advertising
within video games, restricting brands from creating a measurable, meaningful, and
consistent consumer-interactivity which negatively impacts on brands’ efforts to
enhance brand equity (Ender, 2020). Therefore, posing the research question as this
study aimed to derive insight as to how digital brand advertising on Twitch in eSports
may counteract the research problem.
Findings suggested that majority of the respondents who belong to the Generation Z
local eSports community support brand advertising in the digital space of Twitch with
eSports content as it is simple to understand, relate to and includes interactive
persuasion which shapes consumer perceptions. Findings from question 6 and 7 also
suggest that the opportunities and engagement in eSports is greater with higher
interactivity in real-time than offline video games are non-interactive and lacks
measurability of advertising impact on audiences.
The main theme is brand equity, however, themes such as brand visibility and
resonance were identified in the key findings supporting the overall main theme as
findings depicted digital brand advertising strategically creates and places adverts in
high traffic visibility and with measurability to direct and monitor brand responses. As
brands strategically place digital advertisements within eSports streams on Twitch and
sponsorships, a level of relatability and increased brand support is established through
human connection during the promotion of products or brand communication.
Through the in-depth analysis, the theme of brand equity is strategically and greatly
enhanced by digital brand advertising on Twitch as the audience is continuously
growing, seeking innovative creativity and human connection within eSports. Brand
visibility and awareness themes is evident in questions 12, 10, 9 and 8 as greater
exposure to brands with human connection, deeper understanding as interactions flow
with an appealing advertising style to the Twitch gaming community. Findings in this
aspect also describes that equity is enhanced as brands show support to Twitch
streamers which prompts viewers to associate brands with value offerings and support
45
brands in return with loyalty. This contributes towards answering the research problem
as brand equity can be measured in digital brand advertising on Twitch in eSports
through whereas offline videogames lacked measurability and meaningful impact as
such.
The research question of how brand advertising on Twitch in eSports content provides
value to the growth of brands and enhancement of brand equity is addressed through
the evidence of the objectives being supported in the findings and the link between
the findings and the literature. Objective one is to obtain valuable insight on the
efficiency of brands using Twitch and live streamers to enhance brand equity and
visibility through digital brand advertising. This objective was highly evident in findings
derived from question 8, 11 and 12 which suggest the brand advertising had proven
efficient in making viewers more aware of brand offerings, streamer-brand
associations and enhancing equity through brand loyalty as viewers deemed the
human connection to be persuasive and effective in communicating reasons for and
to support the brand. This also supports the creation and improvement of meaningful
brand relationships through this notion.
The second objective was to obtain insight on how effective brand advertising on
Twitch in eSports content shapes consumer perceptions and enhances brand equity,
which was supported in findings from questions 8, 9 and 12. These findings
determined that digital brand advertising on Twitch in eSports through sponsorships
and strategic placement is highly effective and persuasive towards creating further
brand visibility and shaping consumer perceptions. This is done the advertising style
and method providing reasons, creativity, and innovativeness within the brand
communication along with streamers personal experiences with the sponsored
brands, which in turn enhances brand equity amongst audiences.
Thus, concluding the research question with a positive notion with evidence in
research and findings derived that an extensive amount of value is added to brands
exploring new technological platforms, which in this study is the Twitch platform, with
digital brand advertising. Overall insight derived from the research conducted
coincides with the literature suggesting that the rise of eSports and its growing
46
audiences on Twitch enable brands to have new digital spaces to explore with
advertising and brand visibility to increase equity, resonance, and loyalty.
This type of advertising does indeed challenge and prevail over offline video games
through eSports and digital platforms providing increasing innovation opportunities in
brand advertising (Gawrysiak et al., 2020). As reinforced by the findings and literature,
it is evident that digital advertising in eSports on Twitch has a greater and measurable
impact on audiences as opposed to offline video games as insight suggests the
interactional link and scope for captivating creativity within digital advertising to allow
for consistent online presence and strategically enhance brand equity.
Furthermore, the aspect of trustworthiness was addressed through the researcher

including an introduction for the research, the topic and what was required of the
respondents in order for the respondents to comprehend the topic briefly and
understand the research aim before constructing and conveying opinions, perceptions
and experiences within responses thereof. The research is then transferable to similar
research and topics through exploring themes such as brand equity through brands
digital advertising on Twitch in eSports content. The questionnaire was formulated and
constructed in a manner which directly related to the topic, research, question, goal,
and objectives in order to derive insights which could be useful to this study and similar
research. Lastly, the confirmability was greatly linked to the ability of the data collected
being strongly supportive of the literature and providing insight to the topic, allowing
for the researcher to obtain valuable and useful knowledge about digital advertising
on Twitch in eSports such as its measurable impact on audiences and ability through
interactive advertising to enhance brand equity on a large scale.
4.3. Ethical considerations

Respondents:
4.3.1. Data collected: The researcher will ensure that respondents are fully
informed about how data will be utilised and analysed, this will be done
within the introduction of the questionnaire, thereafter respondents may
47
choose to continue the questionnaire and submit it back to the researcher
or not.
4.3.2. Anonymity: Respondents names and personal information will not be asked
at any stage during research data collection. This upholds the inability to
match the respondents’ identity and personal information to their research
responses at any given stage or way (Louw, 2013). Thus, upholding
anonymity for the respondents at all times.
4.3.3. Providing incentives: The researcher will not provide any incentive of any
sort to respondents as the participation is completely voluntary. Providing
incentives will negatively hamper the trustworthiness of the research
findings and responses thereafter.
4.3.4. Deception: The researcher will be honest about the research aims, purpose,
background and what the research aims to achieve. The researcher will not
falsify or deceive the respondents in any way as deception during the
research will negatively hamper with the quality, reliability and
trustworthiness of the research conducted as well as become unfair to the
respondents.
Researcher:
4.3.5. Falsifying information: The researcher will not falsify any information
gathered from respondents or given to the respondents. The data collected
and provided will be of trustworthy and honest quality.
4.3.6. Bias: The researcher will not allow bias to influence the findings for desired
outcomes as this will negatively affect the findings and distort the results.
4.3.7. Misusing information: The researcher will not misuse any information as all
information will be collected for the research solely for the study of the
research topic at hand.
48
4.4. Limitations
4.4.1. Time: The amount of time to collect data after obtaining ethical clearance
may be limited which could potentially limit the time to collect and analyse
data from the research methods used which includes sending out
questionnaires and analysing data collected thereafter. Thus, the
researcher will need to plan and work timeously to complete the research
deliverables.
4.4.2. Accessibility to target population: The accessibility to the Generation Z
gaming community may be limited as not many respondents are available
to respond or have time to respond. This population is also limited in size
as the researcher may not have access to a large amount of Gen Z gamers
who watch or stream eSports on Twitch.
4.4.3. Population: the potential respondents will be asked beforehand if he or she
utilises Twitch in any way. Not all Gen Z gamers utilise Twitch which can
potentially limit the amount of the accessible population.
4.4.4. Questionnaire responses: If questionnaire responses are too short, vague,
or broad, the research findings will be difficult to analyse. Therefore, the
researcher is required to fully explain the research, purpose and what is
required of the respondents within the questionnaire introduction before
respondents begin to type responses.
49
5. CONCLUSION
As the new technological era has been advancing, video games becoming competitive
and online various platforms has opened opportunities for multiple brands to benefit
through supporting this advancement (Gawrysiak et al., 2020). eSports has thus
offered an effective method for brands to create awareness and attract new markets
in various innovative ways such as digital brand advertising (Gawrysiak et al., 2020).
Therefore, the research goal being to explore the value in innovative brand advertising
opportunities on Twitch with eSports content has been largely supported through the
literature and findings being able to achieve the goal of exploring how brands are able
to and have been utilising the innovativeness through digital advertising on Twitch in
eSports and exploring the benefits thereof.
The theoretical foundation being focused on the brand equity through Keller’s model
applied to this study allowed for the topic and research question to be fully understood
through analysing with application and examples. This had included how brand equity
and meaningful stakeholder relationships may be created and enhanced further
through brand advertisements which integrate a form of interactivity with the audience.
The effectivity of Blevins partnership with Adidas with an endorsement depicted how
brands may utilise digital advertising with interactivity during endorsements to increase
the interest within new markets. Thus, reinforcing how digital brand advertising on
platforms such as Twitch in eSports may enhance brand equity through integrating
human connection with innovative technology and creative advertising which was
further supported by the findings being that such interactivity and advertising
innovation does increase brand equity to an extent.
This research aims to contribute to the existing literature of how brands digital
advertising opportunities on Twitch in eSports enhance brand equity, resonance, and
shape perceptions of consumer markets. This research aims to unpack how digital
brand advertisements have had a significant impact on persuading individuals on
Twitch during live streams of eSports to learn more about brands, understand the
value communicated and build meaningful brand relationships.
50
This research also aimed to provide insight which informs researchers, marketing
teams and brands on the new trends available to use for advertising to interconnect
with larger audiences in the virtual space of eSports and by gathering insight on
benefits of using Twitch. The digital advertising theme aimed to enhance the
understanding of how brands can strategically place digital advertisements which
prompt Twitch users to identify a common factor or create a response thereafter. The
research findings will allow the researcher to develop an in-depth understanding and
analysis of Twitch users’ experiences, opinions, and feelings towards digital brand
advertising on Twitch. This may assist the in-depth insight into how innovative and
valuable digital brand advertising is in terms of enhancing brand equity and motivating
individuals to learn more or heed the brand message.
Furthermore, the ethical considerations were upheld through the researcher having
included an explanation of the research through an introduction placed before the
questionnaire begun which aimed to enlighten the respondents about the research
topic, who the researcher is and ensure that the respondents will remain anonymous
along with their responses. All information provided within the introduction was clear
and honest to prevent deception of any kind and no incentives were offered at any
point during, before and after the research was being conducted.
Limitations, however, were also recognised in a positive manner during data collection
as the data collection proved to be time efficient as respondents responded timeously
and all data was collected within three days allowing for ample time afterwards to
analyse data collected. The accessibility size had been confined to under 20
respondents as only 17 respondents were reached and had successfully responded
to the questionnaire, this allowed for data saturation through mostly receiving lengthy,
in-depth, or concise responses and all respondents being of the desired and relevant
sample and population.
51
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enhance and extend brand perceptions–A literature review. Physical Culture and
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Keller, K.L., 2013. Building strong brands in a modern marketing communications

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Kim, Y.H., Nauright, J. and Suveatwatanakul, C. 2020. The rise of E-Sports and
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Gamers’ Perceptions. The Computer Games Journal, 9(4): 349-368.
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Lehnert, K., Walz, A. and Christianson, R. 2020. The booming eSports market: a field
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Pascoe, G., 2013. Sampling. In: du Plooy-Cilliers,F., Davis, C. and Bezuidenhout,

R.M. eds. 2013. Research Matters. Cape Town: Juta and Company Ltd, Chapter 11:
131-145.
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Singh, A. 2021. Question 1 results. [Personal creation]. Durban. Unpublished.
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Singh, A. 2021. Codes derived from question 5 responses. [Personal creation].

Durban. Unpublished.






Singh, A. 2021. Themes and codes derived from question 12 responses. [Personal
creation]. Durban. Unpublished.
Stokes, R., 2011. eMarketing: The essential guide to digital marketing. Quirk
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esports-300252860.html
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In the List of Figures:
model pyramid.
Figure 2.2.2: Adidas. 2019. Adidas Ninja Collection.
Figure 2.2.3: Wicked Good Gaming. 2019. Wicked Good Gaming.
Figure 4.1.1: Singh, A. 2021. Question 1 results.

responses.
57
Appendix A: Ethical Clearance
Date 17 June 2021
Student name: Ashmita Singh

Student number:
Campus: IIE Vega Durban
Re: Approval of RESE8419 Proposal and Ethics Clearance
HONOURS ETHICAL CLEARANCE LETTER
Your research proposal and the ethical implications of your proposed research topic were reviewed
by your supervisor and the campus research panel, a subcommittee of The Independent Institute of
Education’s Research and Postgraduate Studies Committee.
Your research proposal posed no significant ethical concerns and your supporting documents and
instruments are in order to proceed. We hereby provide you with permission to proceed with your
research.
In the event of you deciding to change your research methodology in any way, kindly consult your
supervisor to ensure all ethical considerations are adhered to and pose no risk to any participant or
party involved. A revised ethical clearance letter will be issued.
We wish you all the best with your research!
GENERAL CONDITIONS TO BE FULFILLED IN RELATION TO RESEARCH

Permission is granted to proceed with the above study subject to the conditions listed
below being met and may be withdrawn should any of these conditions be flouted.
Please note: The panel has not considered the merits, accuracy or ethical soundness
of the research. The only merits examined are the use of The IIE as a sample.
Permission is granted subject to the following conditions:
1. The researcher(s) will need to obtain informed consent in writing from all of the
participants in his/ her sample if the study is not anonymous.
2. The researcher(s) may only use the data collected for research purposes and in no
other way.
3. Photographs of human subjects may only be taken if relevant to the research,
informed consent was obtained, and even with informed consent, the photographs
may not be published on any online platforms.
58
4. The researcher is responsible for supplying and utilising his/her own research
resources, such as stationery, photocopies, transport, faxes and telephones and
should not depend on the goodwill of the institutions and/or the offices visited for
supplying such resources.
5. No names or identifying information of participants may be used within the
research and the research must be voluntary.
6. Please make it clear that the information will not be used punitively in any way and
participants may in no way be counselled/advised based on this.
Supervisor name: Simon Grainger
Signature:
Campus Postgraduate Coordinator (CPC) name: Carolanda du Toit
Signature:
09 July 2021
59
Appendix B: Vega Ethics Checklist
Vega Ethics checklist: RESE8419/p/w
Student Details
Title Prof ☐ Dr ☐ Ms ☒ Mrs ☐ Mr ☐ Mx ☐
First name(s) Ashmita
Last name(s) Singh
Title of study The rise of digital advertising in eSports: A case study on Twitch
Qualification Honours in Strategic Brand Communication
Supervisor Details
Title Prof ☐ Dr ☐ Ms ☐ Mrs ☐ Mr ☒ Mx ☐
First and last Simon Grainger
names
Co-supervisor Details (if applicable)
Title Prof ☐ Dr ☐ Ms ☐ Mrs ☐ Mr ☐ Mx ☐
First and last Click or tap here to enter text.
names
Explaining your research process

Philosophical Positivism ☐ Interpretivism ☒ Constructivism ☐
paradigm
Realism ☐ Objectivism ☐ Pragmatism ☐
Functionalist ☐ Subjectivism ☐ Humanist ☐
Other:
Research design: Interview ☐ Questionnaire ☒ Focus group ☐
(self
administered)
Ethnography/ ☐ Artefact ☐ Action Research ☐
Observation analysis/website/
social media
analysis
Case Study ☐ Design Research ☐ ☐
(Practice based)
Other (if so, ☐ Click or tap here to enter text.
state)
Brief explanation of 15-20 participants who reside in Durban, fall into the Generation Z
the population and category and are within the age group of 18-25 years old. The
number of
participants/items
participants must have knowledge of and/or utilise the Twitch
platform for eSports.
Purposive ☒ Random ☐ Snowball ☐
Convenient ☒ Stratified ☐ Census …
60
Target group Explain selection The purposive method is selected as the target
sampling process group of respondents is required to share
methods/artefact
certain characteristics. Respondents who have
(No under 18’s or
the knowledge of and/or use the Twitch
vulnerable
platform will be best suited in order to obtain
groups allowed)
their perceptions, experiences and opinions on
brand advertising on Twitch with eSports
content. Convenience sampling is used as the
researcher has access to the gaming community
within the Durban area, therefore will be able
to send questionnaires to this community.
These respondents need to be in the
Generation Z age group (18-25 years old) as this
age group is most evident in gaming
communities. Therefore, Generation Z
respondents having knowledge and experience
on Twitch and eSports is highly vital in order to
obtain valuable and useful responses to this
research study.
Ethics
Documentation Gatekeeper’s letter (institutional consent) ☐
submitted with
Completed Annexure E if you conduct research on IIE ☐
proposal
sites/students/staff
Instrument(s) (interview schedule or questionnaire) ☒
Participant or respondent consent form ☐
Audio-visual consent form (if applicable) ☐
Campus ethics committee recommendation

Proposal has been reviewed by the supervisor and necessary ethics considerations have
been included.
☐ Accepted as is and provide letter
☐ Accepted with provisions: Nature of provision: e.g. Instrument is not sufficient /
included and need to be signed off by the supervisor
☐ Major issues: Student should not continue with fieldwork. Actions to be taken:
Click or tap here to enter text.
Supervisor signature
2021/08/18
Co-supervisor/Campus ethics panel member signature
2021/08/18
Carolanda du Toit
61
Appendix C: Sample of the Questionnaire
Hi, my name is Ashmita Singh, and I am an Honours student at Vega in the Strategic
Brand Communication field. I am conducting research on the effectiveness of brands
using Twitch and live streamers to understand how it may enhance brand equity and
visibility through digital brand advertising. This questionnaire is designed to gain your
feedback about your experiences, opinions, and perceptions on digital brand
advertising on Twitch in eSports. Digital brand advertising consists of the brand
advertising of products or brand communication done on the internet or a digital
platform (Twitch). This questionnaire is anonymous and no identifiable information
linked back to your responses will be used. Thank you for your time and feedback.
1. How old are you?
2. Where do you currently reside?
3. Do you stream eSports gameplay or watch eSports on Twitch?
Yes
No
4. Have you seen brand advertisements on Twitch whilst watching/streaming

eSports?
Yes
No
62
5. Do you feel persuaded to click on the brand website link or learn more option when
you see a brand advertisement on Twitch? If yes, what persuades you to do so?
6. Do you feel engaged and entertained by the adverts run on Twitch channels during
eSports streams?
7. What is your opinion on brand advertising in eSports on Twitch as opposed to

advertising in non-interactive offline video games?
8. How does the verbal and visual interaction of the streamer persuade you to learn
more about the brand?
9. Do you feel inclined towards buying a brand’s products after a Twitch streamer has
promoted it on eSports streams? If yes, why?
63
10. What is your opinion on eSports players brand sponsorships?
11. Does brand advertising on Twitch streams help you to better understand a brand
advertisement or message?
12. Do you feel that brand advertisements on Twitch are helpful towards creating
awareness, brand equity and valuable association(s)? Please provide a reason
64
APPENDIX D: FINAL RESEARCH REPORT SUMMARY TABLE
Title: The rise of digital advertising in eSports: A case study on Twitch
Research Purpose/ Primary Research Rationale Seminal Lit Paradigm Approach Data Collection Ethics Key Findings Recommendations
Objective Research Authors/ Review – Method
Question Sources Conceptu
al
Framewor
k
To explore the value in How does brand The digital interactions Keller’s brand Theme 1: Paradigm Qualitative Approach Questionnaire with 8 Questionnaire includes Findings were strongly The findings in this study
innovative digital brand advertising on during video games equity model Brand’s Interpretivism qualitative questions an explanatory linked to the objectives, strongly convey positive
advertising Twitch in eSports were highly restricted (Keller, 2013) digital as the approach is introduction to fully goal and question of the opinions on brands being
opportunities for content provide in the past as the advertising Methodology qualitative and 4 inform the respondents research through positively able to persuade
brands using the value to the internet was not Keller’s brand in eSports Population quantitative supporting the notion that audiences if the
Twitch platform in growth of brands always integrated and equity model on Twitch Qualitative Population Parameters questions to obtain Respondents always digital brand advertising on advertisement is
eSports content. and enhancement technology was not (Keller, 2001) research with in- Generation Z individuals demographic data remain anonymous Twitch in eSports is interactive or a supported
of brand equity? advanced like current depth within the gaming effective in enhancing brand brand. Thus, the
times. This then limited Changing the Theme 2: questionnaires to community, aged between No incentives were equity, brand relationships interpretivist paradigm is
the eSports industry’s game: how video Brand obtain insight on 18-25 years old. provided and integrating innovation in highly useful in this study.
innovativeness and games are equity opinions, feelings, advertising.
ability behind digital transforming the and perceptions Target population No deception was The human connection
advertising to reach future of towards digital Generation Z gaming supported, researcher deemed to be persuasive
mass audiences with business. brand advertising individuals who utilise upheld honesty and effective in
interactivity in real- (Edery and on Twitch in Twitch for eSports or throughout communicating reasons to
time. Mollick, 2008) eSports eSports content support the brands and
maintain meaningful brand
Accessible population relationships.
Generation Z gamers who
utilise Twitch for eSports
and reside in Durban
Research Objectives Key Concepts Key Theories Sampling Data Analysis Limitations Key Contribution
Problem Method
There is a lack of To obtain eSports Keller’s brand Non-probability sampling Questionnaires were Time constraints- The research findings will
creativity and ability in valuable insight Twitch equity pyramid was used to uphold the qualitative in nature limited time to allow the researcher to
advertising in offline on the efficiency Live stream model will assist qualitative nature of the and analysed using complete data analysis develop an in-depth
video games which of brands using Digital advertising in the exploration study and obtain ample an inductive understanding and analysis
then restricts brands Twitch and live Brand equity of how brands data from a limited approach with Accessibility to target of Twitch users
from creating a streamers to Brand resonance may be able to accessible population. qualitative content population-not many experiences, opinions and
measurable impact on enhance brand effectively analysis. Gen Z gamers may be feelings towards digital
consumers brand equity and enhance brand Sampling method available or accessible brand advertising on Twitch.
equity levels. visibility through equity by creating Purposive and convenience Data was analysed to respond to the
Therefore, this digital brand meaningful sampling methods were and codes were questionnaire To obtain insight into how
research will explore advertising relationships and used derived to obtain in- innovative and valuable
the value offered positively shaping depth findings, Questionnaire digital brand advertising is
through brands using To obtain insight consumer Size understanding and responses being towards enhancing brand
Twitch and eSports in on how effective perceptions 15-20 respondents was the allow for data to be broad, vague or too equity.
the current brand advertising through aimed size of which 17 categorised into short which would limit
technological for on Twitch in innovative respondents were themes within the the analysis of the
innovative digital brand eSports content advertising and successfully accessed study such as brand responses
advertising. shapes consumer digital human equity.
perceptions and connection.
enhances brand
equity
66

The Rise of Digital Advertising in ESports A Case Study

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The rise of digital advertising in eSports: A case study

A research report submitted in fulfilment of the requirements

BA Honours in Strategic Brand Communication

Independent Institute of Education: Vega School

Supervisor: Simon Grainger

Twitch is deemed to be an impactful livestreaming platform which integrates advanced

This research proposal consists of the interpretivism paradigm with a qualitative

Findings derived depicted that an extensive amount of value is added to brands

Keywords: eSports, Twitch, advertising, brand equity, digital advertising, Generation

Figure 4.1.1: Singh, A. 2021. Question 1 results. 33

APPENDIX A: ETHICAL CLEARENCE 58

1.2. Problem statement

1.3. Purpose statement

1.4. Research goal and question

1.5. Research objectives

Stages of Brand Development Branding objective at each stage

3. Meaning = Performance Imagery Points of parity and

Figure 2.1.2: Adidas. 2019. Adidas Ninja Collection. (Adidas, 2019)

2.2. Literature review

2.2.1. Brands digital advertising in eSports on Twitch

According to Kim, Nauright and Suveatwatanakul (2020), the rise of eSports

2.2.2. Brand equity

eSports: eSports is the activity of playing competitive

Twitch: Twitch is a worldwide leading live streaming

Digital advertising: Digital advertising or advertisements consists

Brand resonance: Brand resonance describes the strength of

The methodological position of interpretivism emphasizes the gaining of in-depth

3.2. Research design

This research will conform to an exploratory and qualitative design in interpretivism as

Sampling Method: Purposive sampling is utilised when the researcher specifically

3.5. Data-collection method

The questionnaire began with four closed-ended questions to determine if the

3.5.1. Application of data-collection method

3.6. Data analysis method

The questionnaire consisted of four quantitative questions and eight qualitative

3.6.1. Application of data analysis

Transferability: Is the ability of the research findings to be applied to similar situations

Figure 4.1.1: Singh, A. 2021. Question 1 results. (Unpublished, 2021).

Figure 4.1.2: Singh, A. 2021. Question 2 results. (Unpublished, 2021).

Figure 4.1.3: Singh, A. 2021. Question 3 results. (Unpublished, 2021).

Question 3 aimed to determine whether or not the respondents streamed or watched

Figure 4.1.4: Singh, A. 2021. Question 4 results. (Unpublished, 2021).

As brand meaning is derived from between imagery and performance of advertising,

Figure 4.1.5: Singh, A. 2021. Codes derived from question 5 responses.

Figure 4.1.6: Singh, A. 2021. Codes derived from question 6 responses.

Question 7: What is your opinion on brand advertising in eSports on Twitch as

Figure 4.1.7: Singh, A. 2021. Codes derived from question 7 responses.

Findings include respondents deem adverts on Twitch in eSports to be more

Figure 4.1.8: Singh, A. 2021. Codes derived from question 8 responses.

Figure 4.1.9: Singh, A. 2021. Codes derived from question 9 responses.

Figure 4.1.10: Singh, A. 2021. Codes derived from question 10 responses.

Integrating brands on Twitch with digital advertisement placements and sponsorships

Interpretation suggests that brand sponsorships in this aspect, appeal to viewers as

Figure 4.1.11: Singh, A. 2021. Codes derived from question 11 responses.

Furthermore, the aspect of trustworthiness was addressed through the researcher

4.3. Ethical considerations

Adidas, 2019., Adidas. [Online]

Cambridge Dictionary, 2021. Cambridge Dictionary. [Online]

Hayes, A., 2021. Investopedia. [Online]