INFLUENCE OF SELF-MARKETING ATTITUDE, SUBJECTIVE NORMS, AND PERCEIVED BEHAVIORAL CONTROL ON E-SPORTS PLAYERS’ PROFESSIONAL CAREER INTENTIONS: THE ROLE OF MARKETING-DRIVEN TALENT VISIBILITY

Abstract

The rapid expansion of the e-sports industry has transformed gaming into a viable professional career, particularly among young individuals. However, in emerging markets like Pakistan, the absence of structured talent development systems compels players to depend largely on self-promotion and digital visibility to gain recognition. This study explores how psychological factors—namely self-marketing attitude, subjective norms, and perceived behavioral control—affect e-sports players’ intentions to pursue professional careers. It further examines the role of marketing-driven talent visibility as a key influencing and mediating factor.

Using the Theory of Planned Behavior as a foundation, the research adopts a quantitative approach and collects data from active Pakistani e-sports players through structured questionnaires. The findings reveal that all three psychological factors significantly and positively influence career intentions. Additionally, marketing-driven talent visibility not only directly enhances players’ intentions but also strengthens their attitudes toward self-marketing, acting as a partial mediator.

Overall, the study highlights that in the absence of formal institutional support, digital visibility and personal branding play a crucial role in shaping professional opportunities in Pakistan’s e-sports ecosystem. These insights contribute to both academic literature and practical strategies for developing sustainable e-sports careers in emerging markets.