工口影院

Citation

Kim S (2025) Esports Fan Behaviour. In: Hong HJ & Kim S (eds.) Exploring Esports. London: Routledge, pp. 143-158. https://doi.org/10.4324/9781032665504-10

Abstract
In this chapter, we explore why fans become so attached to esports and how they express their dedication. To do this, we use consumer behaviour theories, focusing on social identity principles that help explain fan loyalty and engagement in digital sports. Our main goal is to show why an understanding of fan insights is so important for the esports industry. When organisations, teams, and sponsors learn how fans think, they can form deeper connections that last beyond a single match or event. We begin by looking at different types of esports fan identification, illustrating how fans develop a sense of belonging around certain games, players, or online groups. We then examine the concepts of BIRGing (basking in reflected glory) and CORFing (cutting off reflected failure) to understand how fans respond to wins and losses, and how these responses shape their identity within esports communities. The chapter begins by introducing esports and fan behaviour. It then presents reasons why understanding fan behaviour is crucial for marketing and brand building. Finally, it delves into Social Identity Theory with multiple types of esports fans’ identification and its applications to esports.