Causal factors of brand engagement affecting brand loyalty in the E-sports industry

This study aims to examine the causal relationships among influencer marketing, social media marketing, content marketing, consumer brand engagement, and brand loyalty in the E-Sports industry in Thailand. A mixed-methods research design is employed, comprising in-depth interviews with five key informants and a quantitative survey of 400 consumers with experience playing, watching, or participating in E-Sports communities in Thailand. General Systems Theory and the Input–Process–Output framework provide the theoretical foundation, with influencer marketing, social media marketing, and content marketing representing input factors, consumer brand engagement representing the process mechanism, and brand loyalty representing the output. Data will be analyzed using descriptive statistics, confirmatory factor analysis, and structural equation modeling. The expected findings will demonstrate the significant effects of digital marketing strategies on consumer brand engagement and brand loyalty, as well as the influence of consumer brand engagement on brand loyalty, including potential indirect relationships. The study is expected to validate an integrated causal model explaining how digital marketing strategies strengthen consumer engagement and sustainable brand loyalty. The findings will provide practical guidance for E-Sports businesses, game brands, digital marketers, influencers, and brand managers in developing effective digital strategies to enhance consumer relationships and long-term brand loyalty.