Marketing in Gaming: Comparing Streamers vs Traditional Endorsements
Ostheimer, Christopher (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2026050810515
https://urn.fi/URN:NBN:fi:amk-2026050810515
Tiivistelmä
This thesis dives into the effectiveness of streamer-based endorsements compared to traditional celebrity endorsements in the gaming industry. The focus of the thesis is on how these two marketing approaches influence consumer perceptions, engagement, and purchase intention among 18–30-year-olds. A quantitative research method was used, with the data being collected through an online Webropol survey where the respondents evaluated two scenarios: a streamer and a celebrity promoting the same game.
The theoretical framework is based on the Source Credibility Model, Match-up Hypothesis, and Parasocial interaction theory, which explains how credibility, authenticity, and audience connection can affect marketing outcomes. The results show that streamer-based endorsements perform better across all key variables. With streamers being perceived as more credible, authentic, and knowledgeable. They also generated higher levels of engagement, including attention, interest, and interaction.
Meanwhile, traditional celebrity endorsements were seen as less relevant to gaming and more commercial, reducing their effectiveness. The findings suggest that authenticity, relevance, and engagement play an important role in influencing consumer behaviour. Overall, the study concludes that streamer-based endorsements are more effective for marketing in the gaming industry.
The theoretical framework is based on the Source Credibility Model, Match-up Hypothesis, and Parasocial interaction theory, which explains how credibility, authenticity, and audience connection can affect marketing outcomes. The results show that streamer-based endorsements perform better across all key variables. With streamers being perceived as more credible, authentic, and knowledgeable. They also generated higher levels of engagement, including attention, interest, and interaction.
Meanwhile, traditional celebrity endorsements were seen as less relevant to gaming and more commercial, reducing their effectiveness. The findings suggest that authenticity, relevance, and engagement play an important role in influencing consumer behaviour. Overall, the study concludes that streamer-based endorsements are more effective for marketing in the gaming industry.