This article aims to uncover novel insights into personality factors and consumer video game engagement modeling. This research empirically validates the role of specific HEXACO personality factors that foster consumer engagement (CE) in electronic sports (eSports) users. Using a survey-based approach, we incorporated the HEXACO 60 items and consumer video game engagement scales for data collection. Data were collected from eSports users, with 250 valid responses. WarpPLS 6.0 was used for partial least squares-structural equation modeling analyses comprising measurement and structural model assessment. The results showed that the reflective measurement model is reliable and sound, whereas the second-order formative measurement model also meets the criteria of indicator weights and collinearity values variance inflation factor (VIF). The results based on the structural model indicate that openness to experience, extraversion, agreeableness, and conscientiousness positively predict CE in eSports. This article is first among others that conceptualizes and validates the HEXACO personality traits as a reflective formative model using the hierarchical component model approach. The research model carries the explanatory capacity for CE in eSports concerning personality dimensions as indicated by the HEXACO model. It highlights the potential benefits of such research especially to marketers who could potentially employ personality modeling to develop tailored strategies to increase CE in video games.
This study aims to investigate the impact of personality dimensions on consumer videogame engagement. We distributed the study questionnaire to gamers aged 16-19 years and managed to get threehundred-and-eighty valid respondents who provided data in the form of a self-report using HEXACO-100 items and consumer videogame engagement constructs. WarpPLS 7.0 version was employed and the impact of personality dimensions on consumer videogame engagement was assessed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Our findings indicate that personality traits such as consciousness and extraversion impact consumer videogame engagement, whereas agreeableness, emotionality, openness-to-experience, and honesty-humility do not. Our study explores the utility of the HEXACO-100 item to assess the personality factors that can predict consumer videogame engagement. The paper discusses the results and offers the practical and theoretical implications of our findings.
Although social media-based brand equity has become a vital area of interest for brand managers, insights into its destination-based dynamics and applications remain scarce, specifically in the destination brand context. To address this gap, we develop and test a theoretical model to investigate the role of destination marketing organization-generated and tourist-generated social media communication to determine the brand awareness and brand image of the Gilgit-Baltistan region, which in turn influence customer-based brand equity (CBBE) (i.e. perceived quality), satisfaction, and loyalty. Data come from well-known tourist sites in Gilgit-Baltistan. Using the multi-sequential approach in WarpPLS 7.0, findings shows that the social media communication dimensions show differential impacts on brand awareness as a metric of CBBE. Second, destination awareness demonstrates a differential impact on perceived destination image dimensions. Third, the destination image dimensions exert different effects on the perceived quality of the destination. Fourth, perceived quality positively influences satisfaction, which in turn enhances loyalty. We offer important implications that emerged from the analyzes and also suggest directions for future research.
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