The Role of Digital Media in Streaming-Based Sponsorship and Streamer Loyalty in Cricket

Abstract

Digital media has revolutionized sports consumption, with live streaming platforms enabling real-time interaction between fans, players, and content creators. Despite this growth, limited research examines how streaming-based sponsorship influences viewer loyalty toward streamers, particularly in conjunction with player engagement. This study addresses this gap by investigating the interplay of digital media engagement, streaming-based sponsorship, and player interaction in shaping streamer loyalty. A quantitative, causal approach was employed, using a structured online questionnaire administered to 111 players and coaches from 20 cricket clubs in Islamabad. The study measured Digital Media Engagement (independent variable), Streaming-Based Sponsorship (mediator), Player Engagement (moderator), and Streamer Loyalty (dependent variable), with responses on a five-point Likert scale. Data analysis was conducted using SPSS, including descriptive statistics, correlation, regression, and mediation–moderation analyses. Results indicate that Player Engagement is the strongest predictor of streamer loyalty, emphasizing the importance of interactive and personalized content. Streaming-Based Sponsorship also has a significant positive effect and partially mediates the relationship between Digital Media Engagement and loyalty. In contrast, direct digital media engagement alone does not significantly influence streamer loyalty when the mediator and moderator are considered. Correlation analyses reveal strong positive associations among all variables, highlighting the interdependent role of digital media, sponsorship, and player interaction in fostering loyalty. The study concludes that streamer loyalty in cricket streaming is primarily relationship-driven, relying on engaging player content and strategically integrated sponsorship. While digital media engagement enables exposure, it requires the support of player interaction and sponsorship visibility to effectively drive loyalty.

Keywords: Digital Media, Streaming-Based Sponsorship, Streamer Loyalty, Sports, Cricket.