How Gaming Influencers Transform Brand Identity into Consumer Demand

Citation: Danny Schuurman, "How Gaming Influencers Transform Brand Identity into Consumer Demand", Universal Library of Arts and Humanities, Volume 02, Issue 04.

Copyright: This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

This article is dedicated to researching the mechanisms of converting brand identity into consumer demand through the activities of gaming influencers. It examines the combination of trust, parasocial closeness, and the informational value of authorial content as channels for transferring brand meanings into the behavioral attitudes of the audience. The work describes the communicative effects of a streamer’s personal brand, the alignment of the author’s and the brand’s values, and a typology of content formats that influence the perceived value of the offering and purchase intention. Special attention is given to structuring the factors of trust (authenticity, expertise, communication style, value alignment) and their connection to engagement metrics. The study aims to identify stable causal relationships between the characteristics of an influencer and changes in consumer attitudes. To achieve this, a systematization of literature, comparative analysis, content analysis, and narrative synthesis were used, which allowed for the identification of reproducible patterns of influence. The conclusion describes an applied framework for selecting brand ambassadors and tailoring creative integration to the brand’s objectives, considering reputational risks and product specifics. This article will be useful for researchers of marketing communications, managers of game studios and consumer electronics brands, analysts at influencer agencies, and developers of advertising strategies targeting young audiences. Additionally, it considers the differences between micro- and macro-influencers, the conditions for organic integration, reputational risks, and the product format. A practical matrix for selecting an ambassador is proposed, linking audience metrics, tone of delivery, and campaign goals with expected behavioral effects. Criteria for qualitative content assessment and implementation steps are described.

Keywords: Gaming Influencers, Brand Identity, Parasocial Relationships, Audience Engagement, Purchase Intention.

https://doi.org/10.70315/uloap.ulahu.2025.0204012