Polytechnic University of The Philippines

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 1
Chapter 1
THE PROBLEM AND ITS SETTING
Introduction
In the Philippines, MOBA is among the most popular genres in the gaming market
and continues to gain a massive number of players through its mostly free-to- play
business models and growing availability across desktop, console, and mobile devices
platforms. Multiplayer Online Battle Arena (MOBA) is a sub-genre of Real Time Strategy
(RTS) games wherein two teams fight against each other to win the game. Each player
controls a single character with a set of distinctive abilities that improve over the course of
a game and which contribute to the team's overall strategy. The typical ultimate objective
is for each team to destroy their opponents' main structure, located at the opposite corner
of the battlefield. In some MOBA games, the objective can be defeating every player on
the enemy team. The difference is that RTS typically involves Macro management, that
is, controlling numerous units, whereas, MOBA focuses on Micromanagement wherein a
player usually controls a single character, (Silva, 2017).
MOBA games are really social as they allow you to play with your friends and work
together to defeat a common enemy. They also facilitate the growth of online communities,
bringing people from across the world together and allowing them to bond over a shared
love of gamin. The social aspect of MOBAs is a huge reason as well. MOBAs are a blast
with the right group of people, and the team of players allows for a group that isn’t too
crowded or isolated. Additionally, if you can wade through the toxicity commonly
associated with MOBAs, you’ll find a lot of players who want to connect with new players
and new experiences. MOBAs have also drawn considerable appeal for their accessibility.
Many MOBAs are free-to-play, and don’t require thoroughly advanced computer specs to
run, making it open and accessible to just about anyone. The fact that anyone reading
about a MOBA could realistically download it and try it out immediately rather than having
to shell out $60 for the experience has been a huge boon to the genre’s popularity. Due
to the popularity of MOBA games, it gave birth to video game streaming. It is an efficient
way to connect with people, whether they are gamers or not, pros or amateurs. Streamers
(people who do game streaming) often use different streaming platforms to showcase their
gaming skills and to earn desirable amount of money. Streaming nowadays is made
possible with the use of technology. Twitch, YouTube Gaming, and Facebook Gaming are
some of the mostly used video game streaming platforms.
Even though MOBA has been experiencing rapid growth for more than a decade,
there are only few studies regarding this genre, as most of game studies were focused on
other genres such as Role-Playing Games (RPG). We see this as a great opportunity for
a conducting a conducive study in this field with the intention of revealing current trends
and critical insights regarding the underlying aspects of MOBA games that attract gamers
and how these aspects are significantly influenced by game streamers. Since user-
generated contents of streamers serve as electronic word of mouth advertising, it tends to
be more persuasive than generic social media advertisements. For this reason, Aristotle's
Rhetorical Appeals can be used as a powerful tool of persuasion by streamers to spread
brand awareness and influence brand loyalty of gamers. Through narrowcasting on

streaming platforms, streamers can reach out vast numbers of live and recorded viewers
making them an extremely effective agent in influencer marketing.
Though the data regarding the total population of MOBA gamers in San Pedro
Laguna may not be available, we could assume that there are vast numbers of MOBA
gamers in this city. Take Mobile Legends: Bang Bang for example which has
approximately 25 million active monthly users in the Philippines based on Statista (2021).
MOBA gamers have a wide variety of reasons as to why they play games including past
time, stress reliever, escapism, entertainment, bonding with friends and so on. Previous
researches generally involved students as their target respondents who have less
capability to purchase in-game items. Consequently, the researchers have decided to use
not just students but also secondary and tertiary graduate students as the object of their
study. Graduate students generally have their own source of income making them a more
lucrative market than students, since they have greater purchasing power and are more
likely to purchase in-game items.
This research aims to expand knowledge in the field of influencer marketing and
game studies through gauging the MOBA Streamers' Rhetorical Marketing Strategies in
Promotion of Virtual In-game Products as Perceived by Gamers. Specifically, determining
and analyzing the magnitude of impact of Aristotle's Rhetorical Appeals towards MOBA
gamers whose residence are within the premises of San Pedro, Laguna.
Theoretical Framework
The pillar of this study is firmly based on the theory of Aristotle's Rhetorical
Appeals: the art of persuasive communication that aims to improve the capability of writers
and speakers to inform, persuade, or motivate particular audiences in specific situations.
(Cam, 2019). Other theory suggests that Rhetorical Appeals is the artful use of speech
usually including various verbal techniques used to clarify or add strength and impact on
the message conveyed that is design to persuade and impress people.
Rhetorical Appeals is a flexible theory and can be applied in marketing all sorts of
products and services across all industries. However, the central concern of this theory
has always been about in what manner is the most effective way to express a thought in
a given situation, and how to alter its expression to suit audience in different industries.
As the market of virtual in-game products continues to rise, this opens a pathway for game
companies in conducting various studies regarding MOBA games streaming.
This research focuses on incorporating theories from studies relevant to Rhetorical
appeals, filling the gaps in previous researches, as well as expanding knowledge that has
yet to exist in areas of influencer marketing in relation to MOBA game streaming through
social media platforms.
Figure 1. Aristotle’s Rhetorical Appeals

Conceptual Framework
Figure 2: Proposed Conceptual Framework
The proposed conceptual framework demonstrates the independent variables as
input and dependent variables as the output of the study. The input is the gamers'
demographic profile that consists of age, sex, income, and gamer type which subsequently
underwent through data processing that involved online survey questionnaire as well as
data analysis and interpretation. The output was the perception of gamers regarding
MOBA streamers’ promotion of virtual in-game products in terms of Rhetorical Appeals:
ethos, pathos, and logos. Ethos is an appeal to belief and attitudes of the audience through
portraying a speaker's authority and credentials or credibility. Pathos is an appeal to the
emotions of the audience by evoking emotional response such as happiness, sadness,
hopes, and despair. Logos is an appeal to intellect by proving an argument through logical
and sound reasoning, facts, and rationality.

Additionally, researchers incorporated various theories from related literatures and
segregated each of these theories under the three variables of Rhetorical Triangle. User-
generated content refers to game streams of streamers narrow casted over social media
platforms. Social Influence is the myriad ways that people impact one another, including
changes in attitudes, beliefs, feelings, and behavior that result from the comments,
actions, or even the mere presence of others. Entertainment pertains to how streamers
and gamers, both pro and amateurs gain sense of enjoyment and satisfaction through
playing MOBA games. Sex Appeal is the physical charm or attractiveness that makes a
person sexually aroused. Achievement reflects the competence of the player which can
be seen through completion of tasks, collection of rare, exclusive, and limited edition items
among others. Lastly, expertise is the highest level of performance on a specific task and
reliable effect on judgment derived from advanced training.
Statement of the Problem
This research aims to determine the level of influence of Rhetorical Appeals of
MOBA streamers in promotion of virtual in-game products. Specifically, this study aims to
answer the following questions:
1. What is the demographic profile of MOBA gamers according to their:
1.1 Age;
1.2 Sex;
1.3 Income;
1.4 Location; and,
1.5 Gamer Type.

2. What is the level of influence of MOBA Streamers’ promotion in terms of Rhetorical
Appeals?
2.1 Ethos;
2.2 Pathos; and,
2.3 Logos.
3. Is there a significant relationship between gamer profile and MOBA streamers'
promotion of virtual in-game products in terms of Rhetorical Appeals?
4. Is there a significant difference between the levels of influence of MOBA streamers’
Rhetorical Appeals to MOBA gamers when group according to their gamer profile?
Hypothesis
There is no significant relationship between gamer profile and MOBA streamers'
in promotion of virtual in-game items in terms of Rhetorical Appeals.
Objectives of the Study
This section includes descriptions of the specific objectives aligned with SOP and
fills the research gaps regarding "MOBA" which is under-explored by previous researches
in terms of the following:
1. Identify the gamer profile of MOBA gamers within San Pedro, Laguna.
2. Gauge the level of influence of Rhetorical Appeals of MOBA streamers in promotion of
virtual in-game products to MOBA gamers in terms of ethos, pathos, and logos.
3. Determine if there is a significant relationship between gamer profile and MOBA
streamers in promotion of virtual in-game items in terms of Rhetorical Appeals.

4. Determine if there is a significant difference between the levels of influence of MOBA
streamers Rhetorical Appeals to MOBA gamers when group according to their gamer
profile.
Scope and Limitations
The scope covered in this research primarily focuses on level of influence of
rhetorical promotion of MOBA streamers to casual and hard-core gamers living within San
Pedro Laguna. Researchers studied a wider range of respondents' demographics in terms
of age, with a higher capacity to purchase in-game items compared to students only.
Researchers included the growing population of female gamers in the gaming industry.
Any development with regards to the following topics shall not be included: newly launched
or unpopular MOBA games; pay-to-play games in which require gamers to buy the game
before they can play it.
Significance of the Study
This study is intended to explore the game player's experience and preferences
for MOBA mobile games; and by the evaluation grid method, the characteristics of the
attractiveness factors of MOBA mobile game are summarized, which provides reference
for game design and improvements.
This research is made to provide crucial information and knowledge regarding the
chosen topic from the respondents and related recent studies or theses needed for the
expected importance to the individuals as follow:

• Influencer Marketing Industry & Gaming Corporations
This study serves as a bridge connecting Game Corporations and the Marketing
Industry as researchers provided a comprehensive description about MOBA gamers'
perception and behavior towards virtual in-game items and MOBA streamers.
• Academe and Future Researchers
This research will also be an instrument that will guide and navigate future
scholastic researchers as a chief source of enlightenment through discovering credible
and reliable data which are essential in their future studies.
Definition of Terms
The terms listed hereafter were discretely modified by the researchers to suit with
the nature of study:
Aristotle's Rhetorical Appeals is the art of persuasive communication that aims to
improve the capability of writers and speakers to inform, persuade, or motivate particular
audiences in specific situations.
Ethos refers to the “persona, or projected character of a speaker or communicator,
including their credibility, authority, and trustworthiness”.
Pathos is used in persuasive speech as an appeal to the emotions of the audience
including audience’s hopes and dreams, playing on their fears or worries, or appealing to
their particular beliefs or ideals.
Logos is a rational appeal, and persuasion is done using “the proof, or apparent proof,
provided by the words of the speech itself”.

User-generated content refers to game streams of streamers narrow-casted over social
media platforms.
Social Influence is the myriad ways that people impact one another, including changes
in attitudes, beliefs, feelings, and behavior, which result from the comments, actions, or
even the mere presence of others.
Entertainment pertains to how streamers and gamers, both pro and amateurs gain sense
of enjoyment and satisfaction through playing MOBA games.
Sex Appeal is the physical charm or attractiveness that makes a person sexually aroused.
Achievement reflects to the competence of the player which can be seen through the
completion of tasks, collection of rare, exclusive, and limited-edition items among others.
Expertise as the highest level of performance on a specific task or within a specific domain
and reliable effect on judgment derived from advanced training.
MOBA which stands for Multiplayer Online Battle Arena is a strategy game wherein two
teams with usually five members fight against each other to win the match.
MOBA streamers are those who narrow cast both their live and recorded streams through
utilizing different streaming platforms to showcase their gaming skills.
MOBA gamers are those who play MOBA games and are watching MOBA streams.
Casual gamers have been defined as playing MOBA games less than 26 hours per week
on average.
Hardcore gamers are those who spend an average of more than 26 hours playing MOBA
games each week.
Virtual in-game items are goods found inside the game which is divided into two
categories namely: functional items decorative items.

Functional items modify game play as it allows gamers to progress faster in a game
compare to those who don’t have any functional item.
Decorative items don’t have any effect on game play and are purely aesthetic.
Chapter 2
REVIEW OF LITERATURE AND STUDIES
Gamer Type
Both games and gamers can vary between either casual or hardcore. This is
differentiated by measuring gaming knowledge and attitudes, playing habits, and time
spent by gamers. First, let us differentiate games. Studies asserted that casual games are
easy to learn, easy to access, and require minimum skill levels and minimum time
commitment. Games such as word puzzle games can be considered casual games, as it
doesn't require lots of effort to understand the gaming mechanics. Whereas, hardcore
games require a much greater time commitment, higher skill level, and are much more
immersive. The focused of this research, that is, MOBA games such as DOTA, LOL, and
ML among others fall under the category of hardcore games.
This time, let us differentiate gamers in accordance with the previous research
done by Foster (2016) wherein he stated that casual gamers play MOBA games less than
26 hours per week on average. On the other hand, hardcore gamers are those who spend
an average of more than 26 hours a week playing MOBA games. They are described as
those with high levels of knowledge about the video game industry and a desire to acquire
game-related information. Hardcore gamers often spend many consecutive hours playing
games, sometimes the same game. Several studies also believed that hardcore gamers
are a small, elite segment of the gaming market.

A research conducted by Loporcaro et al., (2014) stated that attitudes and
experiences are valuable; researchers have found that different types of gamers prefer
different genres of games. After studying casual and hardcore gamers’ genre, these
previous researchers believe that hardcore gamers tend to play violent games with a
formidable main character, and are least likely to play puzzle games with a non-
intimidating main character. Furthermore, Loporcaro et al. also identified hardcore players
as playing MOBA games such as League of Legends from Riot Games, and online games
like World of Warcraft from Blizzard Entertainment, (Loporcaro et al, 2014).
Several researches have yielded a result that holds managerial implications for
marketing to the different types of gamers in the video game industry. Thus, MOBA games
should be marketed to gamers based on their gaming habits, attitudes, and experience
that comes along with it.
Virtual In-Game Items
The sale of virtual items has become a major part of revenue for the industry of
computer games. Nonetheless, there is a lack of understanding what strategies people
utilize within their decision to buy virtual items. Within the MOBA game genre, virtual items
possess no functional value, on the contrary decorative and social motivators can be
detected. We apply the theory of self-presentation (SPT) to capture this phenomenon.
With the proposal of our study, we aim for a better understanding of preconditions of online
self-presentation and the subsequent effects on past purchases. Thus, we propose a
research model consisting of personal and social influences explaining different strategies
of online self-presentation, which have varied effects on purchases of virtual items,
(Kordyaka, 2017).
These are intangible products existing inside MOBA games that have two distinct
types: functional items and decorative items. Functional items allow gamers to progress
faster in a game. Whereas, decorative items are only enhanced visual and audio effects
of a game character, weapon, and so on. It’ necessary to remember that these two types
of in-game items is not mutually exclusive; rather, they can simultaneously exist in a single
item. Gamers acquire these virtual in-game items in two ways: purchasing directly using
cash; or purchasing using virtual currency. As for the acquisition of virtual currency, it can
be done through either consistent game play, or purchasing via real cash or credit card.
Previous studies have found that high spenders tend to purchase both functional items
decorative items, whereas low spenders tend to purchase mostly functional items only,
(Cho, 2015).
Since gaming intensity becomes more competitive as gamers attain higher
rankings, hardcore gamers tend to rely on functional items as a way to overcome
challenges and difficulties. As for decorative items, although they don't have any functional
attribute at all, casual gamers still purchase these in- game items to express themselves
in a virtual world, (Cho, 2015).
Rhetorical Appeals
Rhetorical triangle is the artful use of speech usually including various verbal
techniques used to clarify or add strength and impact on the message conveyed that is
design to persuade and impress people, (Cam, 2019). Although rhetorical appeals are
prevalent in various marketing researches, there are relatively few rhetorical studies in
relation with MOBA streaming. Relationships between Rhetorical appeals and gamers'
perception of MOBA streamers' promotion were largely ignored, (Miles & Nilsson, 2018).
Previous studies on online games typically focused on predicting user intention playing
games continuously. Relatively few studies exist with regards to factors that encourage
MOBA gamers to purchase the virtual in-game items when they play MOBA games. For
this reason, it would be essential for MOBA game companies to capture the attention of
the audience, (Cho, 2015). Regarding the capturing the attention of MOBA gamers, most
of these gamers use ad blocks to avoid annoying disruption of online ads. Conversely,
content marketing of MOBA streamers are some of the influencer marketing strategies we
could influence gamers without being perceived as noise. Tapinfluence and Nielsen
collaborated in a study where they found that influencer marketing generates return of
investments that is 11 times higher than traditional forms of digital marketing, (Johansen
& Guldvik, 2017). Considering all facts previously mentioned, marketers should explore
this vast opportunity in order to efficiently manage marketing communication in the context
of promoting virtual in-game products through game streaming. In addition, MOBA
streamers whom are often focused on a specific niche, will drive engagement even further
through two-way communication between streamers and gamers. Hence, narrowcasting
on social media platforms further enhances the effectiveness of rhetorical appeals in
targeting smaller but higher quality audience. Finally, MOBA streamers are seen not only
as endorsers, but also as educators and entertainers allowing them to forge strong bonds
with gamers, thereby significantly influencing their attitudes and behaviors towards in-
game elements, (Nilsson, 2020).

Ethos
A previous study of Sebastian et al, (2021) defines credibility as customer's
perceptions of the truth of the information contained in the advertisement and the extent
to which it affects his purchasing decisions. Sebastian et al further stated that credibility is
a broad concept that reflects dimensions such as honesty, influence, and information
reliability. Advertisements that adopt unrealistic descriptions of brands are bound to
receive a negative response and customers will ignore it. Consequently, variables like
credibility have become one of the important challenges facing online marketers. Perhaps,
it is the most difficult obstacle to customer interaction with advertising and the formation
of purchase intentions. In fact, various customers describe the Internet as a wide unclear
horizons compared to the traditional purchase method which allow customers to
personally communicate with the sales representative and directly check product
specifications. The negative attitudes of customers towards online purchases are often
due to their negative perceptions about the credibility of the information provided by
generic online advertising content, (Vilcekova, 2022). Most of the time, customers view
advertising as an untrustworthy and unreliable source of information upon making
purchasing decisions, as it involves the tactics of marketers through which they seek to
increase sales and profits only, (Bell et al, 2020).
In the context of MOBA streaming, credibility of a source has a huge impact on the
way gamers perceive messages, as they tend to accept messages from credible sources
and reject the same messages from less credible streamers. Ethos is an essential element
of influencer marketing, as gamers must first trust the streamer in order for persuasion to
happen. This suggests that merely showing off credentials to audience is not adequate;
streamers must deliberately demonstrate their credibility and reliability of their content
through consecutive excellent performance in MOBA games. Also, when we believe that
the speaker is unbiased and does not intend inflict harm upon us, we are more willing to
listen to that person. Hence, once the trust of gamers is firmly established, it will be much
easier to persuade them, (Cam, 2019). This affirmation of MOBA streamers further
enhances the credibility or the truth from the perspective of the audience towards a certain
promotion of items, (Saeed et. al, 2019). Another study states the same perception,
wherein Khwaja (2022) said that experiences of other customers are a compass that can
help the customer choose the best product. This affirmation is a crucial dimension for
marketers with the presence of social media networks that have facilitated access to and
benefit from the experiences of others. To be more precise, social media platforms have
enabled customers to express opinions and discussions, and thus those opinions and
discussions can make their way to reach a wide range of other customers.
Furthermore, since forging credibility is the first step towards effective advertising,
according to Yeo et.al, (2018), same as other studies, he perceived that credibility is one
of the critical variables upon building customer attitudes towards the source of the online
advertisements. Hence, this research seeks to enrich marketing knowledge by building a
foundation that shows the two main factors which the credibility depends, namely user
generated content and expertise.
Expertise
The first and foremost element that has an impact on the credibility of an
influencer’s content is his level expertise. For instance, a trusted lawyer gave you an
advice, even though you did not understand all of the logical reasoning behind the advice;
you nevertheless followed his instructions because you believed that the lawyer is
knowledgeable of what he is talking about. This concept supports the idea that an expert
source has a significant role in improving attitudes leading to a purchase intention, (Cam,
2019).
In the context of MOBA games, gamers evaluate a streamer’s level of expertise
through gaming rank, win loss ratio, number of subscribers as well as their in- game
strategies, and general knowledge regarding in-game mechanics. Wider knowledge
displayed by streamers through showcasing exceptional game play in their streaming
contents leads to higher levels of perceived expertise, (De La Hera, 2020). In the study
conducted by Lin, Bruning, and Swarna (2018), they reiterated the importance of expertise
as it provides a framework for corporations to use when engaging in influencer marketing,
since greater level of expertise often results to higher source credibility in audience’s
perceptions.
User-Generated Content
User-generated content (also known as UGC or consumer-generated content) is
original, brand-specific content created by customers and published on social media or
other channels. UGC comes in many forms, including images, videos, reviews, a
testimonial, or even a podcast. User-generated content is like a fire which can be beneficial
when harness for good, but can be severely devastating once it gets out of control.
According to a previous study, MOBA streamers’ user-generated content is perceived by
gamers as more truthful compare to generic advertisements. Gamers sought user-

generated content to collect and share factual information and experiences regarding
functional and decorative items. For example, gamers can't gauge the level of usefulness
of a certain functional item or judge the actual appearance of decorative times before
unless they purchase it. Watching streamers who actively use in-game items removes the
uncertainty in the minds of gamers. Furthermore, most streamers remain unbiased as they
demonstrate both pros and cons of an in-game item. This facilitates gamers' assessment
of virtual products' benefits without risking their money. Consequently, electric word of
mouth (eWOM) that further generates credibility of streamers' content, thereby building
brand evangelists who will spread positive eWOM, (Addo, 2021).
User-generated content (UGC) is any content such as text, videos, images, and
reviews created by people, rather than brands. UGC is used across all stages of the
buyer’s journey to help influence engagement and increase conversions. The customer-
centric content can be used on social media and other channels, such as email, landing
pages, or checkout pages. User-generated content is this season’s must-have strategy
for social media marketers, and it comes in many styles and formats to help you find the
right fit for your brand, (Beveridge, 2022).
Pathos
Pathos is persuasive technique that tries to convince an audience through
emotions. Pathos advertisement techniques appeal to the senses, memory, nostalgia, or
shared experience. Nearly all video games today are able to evoke emotions in players.
These emotions can range from anger to sadness, or pity. In the context of gaming, the
developers try to persuade the players in a way that they understand how the world works
in the game, and the reality of the game is what makes it more persuading. While popular
titles evoke emotions that aren’t necessarily sad, the rise of Indie games has the pathos
appeal embedded in nearly all games.
Pathos in this study pertains to rhetorical marketing appeal evoking emotional
response from gamers as they watch streams including hopes, fear, happiness, thrill,
excitement and so on. Interestingly, numerous authors have concluded that pathos is the
most powerful appeal among the three rhetorical appeals. This is in line with Hill's study
suggesting that we live in the ‘age of pathos’ wherein marketing efforts that doesn't elicit
an emotional response is quickly forgotten, (Hill, 2019). Unlike generic advertisements,
regardless of their sex, streamers can utilize emotional appeals through two way
communication with the targeted audience and elicit desirable response from gamers. This
evidence is supported by Bao (2020), wherein he stated emotions are the key drivers that
stimulate gamers’ core feelings and influence, thereby boosting purchases due to the fact
that some gamers tend to buy what they emotionally want instead of what they rationally.
Sex Appeal
The physical attractiveness of a person grabs the attention of the opposite sex,
and is one of the most popular promotion strategies that have been extensively used
globally to attract customers across all products. The socio-biological theory or concept of
natural selection implies that male is interested in a female that has a nice body and big
chest for the reason she can give birth easily and will have enough breast milk to take
care of a baby, (Crossman, 2018). In the Philippines, “Sando Streaming” has gone viral,
wherein a female streamer who wears revealing clothes, typically a sando that shows a
large portion of her breasts, has gained a massive audience dominated by male gamers,
(Alvarez & Chen, 2021). Therefore, a female streamer has the ability to increase the sense
of gratification of male audiences, in contrast to her capability to impress gamers with
same gender, (Nuangjamnong, et.al, 2020).
Previous studies that examined the impact of sexualized video game avatars within
the framework of objectification theory focused on self-objectification or attitudes like rape
myth acceptance and sexism as dependent variables (Fox et al., 2015; Read, Lynch, &
Matthews, 2018; Vandenbosch et.al., 2017). In another study, Matthews, Lynch, and
Martins (2016) let participants play different video games with either realistic or hyper-
idealized female characters and found that women playing with hyper-idealized avatars
reported greater body satisfaction. The hyper-idealized characters had highly exaggerated
body proportions, a criterion for visual sexualization used by content analyses (Downs &
Smith, 2010; Lynch et.al, 2016). It is important to note that the study focused on the
manipulation of the degree of realism of the main character. As the authors argue, female
participants might have perceived the extremely exaggerated character as ridiculous, thus
engaging in downward comparison. Furthermore, different games were used in the study,
which could also have influenced the outcomes. More research is needed to clarify the
impact of sexualization in video games on body satisfaction. Therefore, another objective
of the current study was to fill this gap by manipulating avatar sexualization within the
same game. Whereas using multiple games increases generalizability, the use of a single
game facilitates better experimental control by making sure the versions of the game differ
only with regard to the sexualization manipulation.

In line with statements above, another previous study suggests that a streamer
with stronger sex appeal tends to stand out from numerous streamers, as their content is
emotion inducing, sexually arousing, and memorable. In addition, sex appeals affect
information processing and distract people from elaborating informational content. This
further enhances the willingness and desire by viewers to continuously consume game
streaming, subsequently amplifying purchase intention, (Fangfang, 2020).
Entertainment
As mentioned in his study, King (2019) found that perceived enjoyment was
strongly linked to purchase intentions of virtual in-game items. This suggests that the more
perceived enjoyment a gamer derives from a virtual item the more likely he is to purchase
it. However, it's crucial to remember that entertainment isn’t limited to playing MOBA
games but also encompasses watching MOBA streams. For instance, previous
researches regarding social media platforms have found that entertainment was the
strongest predictor of the use of Facebook, Instagram, Twitter and Snapchat. Likewise,
gamers access these platforms in search of entertainment, perceiving them as an
alternative to television, (Ramirez et.al, 2020).
A humorous appeal is associated with higher degree of streaming entertainment
wherein people tend to experience pleasure and tension release allowing streamers to
first serve gamers’ entertainment needs. The enjoyment or relief from emotional strain
experienced by viewers may lead to favorable attitudes towards a streamer, (Fangfang,
2020). For instance, when a humorous streamer shows interests in gifts, gamers are more
likely to be affected and to send virtual gifts. Thus, the favorable attitudes and persuasive
effects elicited by humor further enhance gamers’ willingness to buy in-game items.
Additionally, as stated by Nuangjamnong et.al (2020), humor also induces persuasive
effects, leading to a greater impact of the message conveyed by the streamer. In fact,
aside from in-game items, gamers send virtual currency to streamers or sometimes even
cash as a token of appreciation.
Social Motivation
Previous studies have shown that social motivations have impact on consumption
of streaming and use video games. The intentions to watch MOBA streams are enhanced
by the interaction between audience and streamer, and communication among gamers as
they exchange comments regarding streamers' content, (Ramirez et.al, 2020). Likewise,
social motivation improves the effectiveness of the persuasion thereby reinforcing gamers'
loyalty and degree of commitment. In fact, according to Gros et al (2017) gamers purchase
in-virtual currency and sent it to streamers as virtual gift to show their support, as these
gamers desire continuously watching their favorite streamer in the future. Furthermore, a
rare or limited edition in-game item demonstrates high level of social status among gamers
due to its scarcity, (Millar, 2017). This implies that the stronger the emotions of the gamer
towards the game, the more likely they are to engage in purchasing in-game items in order
to set himself aside from other gamers, (King, 2019).
Logos
Logos is an appeal to logic and reasoning of audience by proving an argument
through logical and sound reasoning, rationality, statistical facts, testimony, and visual
proofs. These are the proofs that are being used to focus on more processing the
informational details thereby increasing the effectiveness of the advertised message of a
streamer, (Cam, 2019). Rational buying motives are used when there is high involvement
wherein gamers think rationally by carefully considering whether should they purchase an
in-game item or not, (Mokodompitet.al, 2020). The desire to acquire knowledge and
buying habits differ a lot from person to person depending on their personal gaming needs
and perceptions, (Goltermann, 2020). For instance, viewers on streaming website of
Twitch can find new information about games, strategies and methods, which can satisfy
the need for seeking information. Twitch offers different functions for the user to seek out
information through viewing a stream and learning from the streamer or by communicating
with other viewers, as they may have new information as well, (Gros et.al, and 2017). In
an instance, hardcore gamers often spend many consecutive hours playing MOBA game
and desire high quality game-related information, whereas, a casual gamer typically
focuses on emotional cues rather than rational motives. A good example would be a study
which suggests that males with high-perceived usefulness and ease of use are more likely
to purchase virtual goods than females with similar perceptions. In that sense, streamers
are well suited to showcase their game play while providing gamers with information on
the latest game updates, new game mechanics as well as generally determine the most
effective strategies in-game, often referred to as The Meta. In order to improve in the game
and seek higher forms of achievement gamers may watch higher-level gamers in streams
or on YouTube, (King, 2019).
MOBA streamers whose skills are superior in level tend to have a vast knowledge
and techniques. This is something that the viewers are looking forward upon watching
online streaming. As streamers showcase their exceptional skills, viewers get more
enjoyment from the performance of the streamers and hence more encouraged to watch.
Skills of streamer players are one of the most significant factors that motivate live
attendees to repeat watching streaming by those streamers, (Nuangjamnong et.al, 2020).
This further support the claim of another research that states streamers engaged in
rhetorical speech is very close to being an educator and promoter, as they demonstrate
the usefulness of an in-game item and why gamers should purchase it, (Cam, 2019).
Achievement
As previously mentioned, gamers perceive streamers, video content as
instructions for use in games of their own, by providing information in their videos
streamers allow gamers to realize their own potential and are thus encouraged to play
more. The thing is, the higher level a gamer achieves, the harder it is to compete and gain
victory against other MOBA gamers. Subsequently, gamers’ intention to continue playing
the game was also positively associated with making micro-transactional purchases,
(Millar, 2017).
The functional items include new game characters, battle pass, etc. The
proposition that players with an achievement motivation are more likely to purchase
functional items appears to be valid. This is based on the findings of the quantitative
phase, which revealed that those who perceive leveling up their rank as important are
likely to purchase functional items, with leveling up rank contributing to the rank and status
achievement motivation, (King, 2019).

Furthermore, streamers’ content influence players’ expectations regarding new
releases, with users watching on these platforms as an audience member to find out
information, to see how new releases are tested live or how older titles are updated,
(Ramirez et.al, 2020).
Synthesis of Related Literatures
Rhetorical Appeals plays an important role on the influencer marketing, as
streamers can utilized various persuasion techniques to significantly influence gamers’
attitudes, belief, and purchasing intentions. Gamers with higher game experience and
knowledge tend to be persuaded effectively through logical appeals. Emotional appeal is
considered as the most powerful element in rhetorical theory, as it overrides the cognitive
processing. The credibility of speaker is an essential element, as gamers must first trust
the streamer in order for persuasion to happen.
Imbalance usage of these three elements contributes to less convincing message.
First, overwhelming emotional argument may make us feel that the author is relying
exclusively on emotions rather than offering solid reasoning. Second, a solid reasoning
delivered by an unlicensed or unpopular person has insignificant impact due to less
credibility of information provided. Finally, if an argument contains only facts and
rationality, but has no emotional appeals, gamers may simply get bored watching in the
long term.
Effective persuasion thus depends on the inclusion of appeals to logos, ethos, and
pathos. If a MOBA streamer can include a balanced combination of these three elements
in his streaming contents, he can provide a stronger, more persuasive argument.

Chapter 3
METHODOLOGY
This chapter portrays a summary of research paradigm that researchers have
utilized upon acquisition, measurement, and analysis of data with the ultimate goal of
determining the level of Influence of MOBA streamers’ Rhetorical Appeals in promotion of
virtual in-game products.
Method of Research
The researchers have chosen to utilized descriptive research design in data
collection, Descriptive design is typically concerned with determining the frequency with
which an event occurs, the relationship or differences between two variables. Its purpose
is to make predictions of market and consumer behavior and to describe characteristics
of a certain groups, (Shukla, 2008). Specifically, researchers used cross-sectional design
that involves collection of information from any given sample of population elements only
once which provides a snapshot of the variables of interest at that point in time". Paurav
Shukla (2008). The said method was used in determining the perception of gamers with
regards to MOBA streamers' rhetorical marketing strategies in promotion of virtual in-
game products, in San Pedro, Laguna. Researchers used normative survey approach
upon gathering primary source of data that they assumed to be essential in their study.
Population, Sample Size, and Sampling Technique

The basis of this research is a total of 43,063 MOBA gamers from all barangays
within San Pedro, Laguna. Through using snowball sampling technique, the researchers
determined the sample size with a total of 203 MOBA gamers currently living within the
City of San Pedro, Laguna. The researchers have chosen to utilize snowball sampling
technique upon amassing data from target respondents, so they could ensure that only
true MOBA gamers will be surveyed, subsequently allowing them to acquire higher quality
of data.
Research Instrument
The researchers use normative survey as part of the research instrument. A normative
survey is a precise analysis of the data that is also aligned with the objectives of the
research which is the perception of gamers with regards to MOBA streamers' rhetorical
marketing strategies in promotion of virtual in-game products. The instrument the
researchers utilized was questionnaire, including coding type and structured types of
questions that is subject to give relevance in the study. The first part of the survey contains
the gamers' demographic profile while the latter part consists of questions which were
divided into three categories namely: ethos, pathos, and logos. Researchers assumed
that these questions are necessary to elicit response from respondents which are
essential in answering research problems and achieving research objectives.
Data-Gathering Procedure
The total number of MOBA gamers in the Philippines was based from the statistical
website: statistica.com. From there, the total population of MOBA gamers within San
Pedro, Laguna was computed. Researchers collected data from both primary and
secondary sources. Primary source came from normative survey through Google forms,
wherein the questionnaire was based and verified by previous researchers. To ensure
that respondents are truly MOBA gamers, researchers employed snowball sampling
through sending private messages via Facebook messenger and emails to respondents.
Specifically, the researchers sent the online survey forms to gamers whom they know
personally. We then asked the respondents to send the link to gamers they know
personally. This process was repeated like a domino effect until the researchers have
reached the target number of respondents.
Statistical Treatment of Data
Researchers gathered data regarding trends, patterns, and various differences
between variables which enabled researchers to derive meaningful interpretations in a
dataset. The aggregated data from the online survey were summarized and analyzed by
researchers with the help of the following statistical tools:
• Percentage Distribution
This identifies the number of occurrence of respondents' independent variables
and its corresponding percentage. The formula is as follows:
Formula: % = (F/N) x 100
Where:
% = percentage
F = Frequency
N = the total number of respondents
100 = constant value
• Weighted Mean
The Weighted Mean which is the sum of the product of the frequency and the unit
weight (? /w) divided by the number of respondents (N) was used to determine where the
most of the data collected gravitates to the center. The formula is written as follows:
Where:
𝑥̅ = Mean
∑ 𝑥 = Sum of scores
N = Number of scores
• Standard Deviation
The standard deviation is a measure of the amount of variation of a set of values
in a dataset. It is use if all you have is a sample, but you wish to make a statement about
the population from which the is drawn, (Tawat, 2020). The formula is written as follows:
Where:
s = sample standard deviation
n = the size of the sample
Xi = each value from the sample
𝑥̅ = the sample mean
• Pearson Correlation Coefficient
The Pearson correlation coefficient, often referred to as the Pearson R test, is a
statistical formula that measures the strength between variables and relationships. To
determine how strong, the relationship between two variables, you need to find the
coefficient value – 1.00 and 1.00. The formula for Pearson Correlation Coefficient is:
Where:
r = coefficient value
N = number of cases
∑ = the sum of (in other words…add them up).
X = the value
Y = the value
• Likert Point Scale
This study utilized Likert scale as the scaling technique which determines the
degree of agreement or disagreement of a respondent through presenting a series of
statements about the stimulus objects, (Shukla, 2008). In this study, the researchers used
a five point Likert scale with its corresponding degree of influence illustrated as follows:
Degree of Influence Numerical Value Range
Extremely Influential 5 4.21 – 5.0
Very Influential 4 3.41 – 4.20
Moderately Influential 3 2.61 -3.40
Slightly Influential 2 1.81 – 2.60
Not Influential at all 1 1.0-1.80

Chapter IV
RESULTS AND DISCUSSION
This chapter discusses the results of the data analysis and interpretation of primary
data which was collected through the research instrument, with the ultimate goal of
determining the level of influence of Rhetorical Appeals of MOBA Streamers In Promotion
of Virtual In-game Products in terms of Ethos, Pathos, and Logos within the entire vicinity
of all Barangays in San Pedro, Laguna.
Moreover, this chapter presents the data accumulated from 203 MOBA gamers
currently living within San Pedro, Laguna. The first problem presents the Gamer Profile of
the MOBA gamers which includes Age, Sex, Location, Income, and Gamer Type. The
second problem portrays the evaluation of the level of influence of Rhetorical Appeals in
terms of: Ethos, Pathos, and Logos. The third problem illustrates the analysis of significant
relationship between gamer profile and MOBA streamers' promotion of virtual in-game
products in terms of Rhetorical Appeals. And the fourth problem is in relation to the
significant difference between the levels of influence of MOBA streamers’ Rhetorical
Appeals to MOBA gamers when group according to their respective demographic profile.
Tables were utilized for simplification of presenting the amassed data.

GAMER PROFILE
Table 1
Frequency and Distribution in Terms of Age
Age Frequency Percentage

20 years and below 49 21.14%
21 to 30 years old 104 52.23%
31 to 40 years old 36 17.73%
41 to 50 years old 14 6.90%
51 years old and above 0 0.00%
TOTAL 203 100.00%
Table 1 presents the ages of the respondents: 104 or 51.23% of the respondents
are of ages 21 to 30 years old; 49 or 24.14 % are of ages 20 years old and below; 36 or
17.73% are of ages 31-40 years old; 14 or 6.90% are of ages 41-50 years old, while there
were 0 respondents whose ages are 51 years old and above.
A previous research suggests we should consider the idea that respondents were
recruited through our own social media profiles, thus we might have gotten respondents
that are somewhat similar to ourselves when it comes to age. Social media users are
between 16 – 54 years of age, (Johansen & Guldvik, 2017). However, from our sample,
there is a clear indication that majority of them belong to age range 16 – 35 years old.
Moreover, it is also believed that there are relatively few percentage of old people in
the gaming market, and this is supported by the results of this study as none of the
respondents belong to the age group of 51 years of age and above.

Table 2
Frequency and Distribution in Terms of Sex
Sex Frequency Percentage

Female 88 43.35%
Male 115 56.65%
Total 203 100.00%
Table 2 shows the sex of the respondents shows that the majority which is 115 or
56.65% are Male while 88 or 43.35% are Female. In the study conducted by
Nuangjamnong (2020), the result shows that male respondents are higher than female.
Wherein, male gamers constitute 78.8% for male while female gamers is only about
21.2%. This previous study reflects the same results as the researchers had with MOBA
gamers in San Pedro, Laguna, as majority of the players are males as well. Though other
studies used only men as their object of study, Nuangjamnong further stated that, it is
notable that women gamers are also increasing over the past years making them
interesting subject of study.
Moreover, FortNite’s player base follows general trends in the gaming industry with
a majority of 80% of PC players being male, (King, 2019). The online game is currently
accessible across all platforms including mobile phones which is said to ease the gender
imbalance among gamers. King further stated that males with high-perceived usefulness
of virtual in-game products are more likely to purchase virtual goods than females with
similar perceptions.
Table 3
Frequency and Distribution in Terms of Monthly Income
Income Frequency Percentage

Below ₱10,000 117 57.64%
₱10,000 - ₱20,000 68 33.50%
₱20,001 - ₱30,000 9 4.43%
Above ₱30,000 9 4.43%
Total 203 100.00%
Table 3 illustrates the monthly income of the respondents. The data shows that 117
or 57.64% have a monthly income of ₱10,000 below; 68 or 33.50% have a monthly income
ranging from ₱10,000 - ₱20,000; 9 or 4.43% have an income of ₱20,001 - ₱30,000; while
the remaining 9 or 4.43% have a monthly income of ₱30,000 and above.
Since majority of the respondents have low income, it only means that these gamers
have low purchasing power. In relation to that, previous researches claimed that gamers
who are low spenders tend to ignore decorative items of the MOBA game as these items
are only meant to improve the aesthetics, but don’t improve the performance of their
gameplay.
As Nuangjamnong (2020) stated, gamers are not able to distinguish between a
regular YouTube video and an Influencer marketing video. These types of consumers
believe that virtual in-game items provide a benefit to their game play and will spend their
salary on these items.

Table 4
Frequency and Distribution in Terms of Location
Location Frequency Percentage

Bagong Silang 7 3.45%
Calendola 6 2.96%
Chrysanthemum 8 3.94%
Cuyab 6 2.96%
Estrella 1 5.42%
Fatima 0 0.00%
G.S.I.S 21 10.34%
Landayan 5 2.46%
Langgam 32 15.76%
Laram 10 4.93%
Magsaysay 3 1.48%
Maharlika 6 2.96%
Narra 5 2.46%
Nueva 7 3.45%
Pacita 1 4 1.97%
Pacita 2 7 3.45%
Poblacion 6 2.96%
Riverside 5 2.46%
Rosario 5 2.46%
Sampaguita Village 3 1.48%
San Antonio 15 7.39%
San Lorenzo Ruiz 0 0.00%
Sto. Niño 4 1.97%
San Roque 5 2.46%
San Vicente 8 3.94%
United Bayanihan 11 5.42%
United Better Living 3 1.48%
Total 203 100.00%
Table 4 shows the location of the respondents. Out of the 27 Barangays in San
Pedro Laguna, 32 or 15.76% are from Langgam, 21 or 10.34% are from GSIS, 15 or
7.39% are from San Antonio, both Estrella and United Bayanihan have 11 respondents
that corresponds to 5.42%, Laram with 10 or 4.93%, Chrysanthemum and San Vicente
with 8 or 3.94%, Bagong Silang, Nueva and Pacita 2 with 7 or 3.45%, Calendola, Cuyab,
Maharlika, Poblacion with 6 or 2.96%, Landayan, Narra, Riverside, Rosario and San
Roque with 5 or 2.46%, for Pacita 1 and Sto. Niño they have 4 or 1.97%, Magsaysay,
Sampaguita Village and United Better Living with 3 or 1.48%, and lastly both San Lorenzo
Ruiz and Fatimo got 0.
Mobile Legends, is one of the leading mobile games worldwide and is the leading
MOBA game in the Philippines with an approximately 25 million active monthly users in
the country based on Statista (2021). Upon the succeeding year, Statistica then released
statistics that states ChoOxTV is the leading gamer and streamer in the Philippines with
around 13 million followers on his online game streaming platform on Facebook as of April
2022. The MOBA gaming market is so massive and lucrative that it accounts for more
than 10% of the country’s population. Edgar Dumali is also known as ChoOxTV with a
humorous personality along with his unorthodox skills in playing Mobile Legends. Though
he is playing various MOBA games across different gaming platforms, he is known in the
Philippines as a streamer on the mobile multiplayer online battle arena (MOBA) game
called Mobile Legends.

Table 5
Frequency and Distribution in Terms of Gamer Type
Gamer Type Frequency Percentage

Hardcore gamer (plays MOBA
games more than 26 hours a week) 72 35.47%
Casual gamer (plays MOBA games

less than 26 hours a week) 131 64.53%
Total 203 100.00%
Table 5 presents the Gamer Type of the respondents. Majority were classified as
Casual Gamers with a total number of 131 or 64.53% while the remaining 72 or 35.47%
are Hardcore Gamers.
As mentioned by Ramirez et.al (2020), advanced users’ motivations may differ from
those of users who are less skilled at video games. These findings are supported by study
conducted by Foster (2016), wherein according to results of his study, hardcore gamers
will find the user-generated content as more credible, reliable, and trustworthy. However,
hardcore gamers prefer to watch streams to gather more evidence of the game before
forming an attitude about it. Furthermore, it is also believed that hardcore gamers are a
small, elite segment of the gaming culture. The result of that previous research reflects
the same outcome in this study as illustrated in the table above. Wherein, majority of the
MOBA gamers are casual gamers while minority are hardcore gamers.
Level of Influence of Rhetorical Appeals to MOBA Gamers
Table 6
Level of Influence of Rhetorical Appeals to MOBA Gamers in terms of Ethos
Standard Verbal
Measurement Mean Rank
Deviation Interpretation
Streamers are
reliable source of
latest game 0.640
4.49 Extremely Influential 1ST
strategy information
and/or new metas.
I perceive the
content of
streamers with 0.702 4.42
Extremely Influential 2ND
higher rank as
more credible.
I perceive the
content of
streamers with
higher level of 0.817 4.2 Very Influential 4TH
GAMING SKILLS
as more credible.
Streamers' content
promotions are
credible as they
provide sufficient 0.751 4.12
information about
Very Influential 5TH
in-game items
which helps my
purchasing
decision.
Compare to regular
ads, streamer’s
promotion is more
credible because 0.764 4.32
streamers are
Extremely Influential 3RD
unbiased as they
show both pros and
cons of in-game
items.
TOTAL: 4.31
Table 6 illustrates the level of influence of MOBA Streamers promotion in terms of
Ethos, it clearly shows that an average of 4.49 of the respondents believes that MOBA
Streamers are reliable source of latest game strategy information and/or new metas as
Extremely Influential; an average of 4.42 of the respondents agreed that they base the
credibility of the content on the streamers rank as Extremely Influential; an average of 4.2
of the respondents said that they base the credibility of the streamers with higher level of
gaming skills as Extremely Influential; an average of 4.12 believe that streamers' content
promotions are credible as they provide sufficient information about in-game items which
helps them on their purchasing decisions as Very Influential. Lastly, an average of 4.32 of
the respondents believe that in comparison to regular ads, streamers' promotion is more
credible because streamers are unbiased as they show both pros and cons of in-game
items is Extremely Influential.
In the context of MOBA games, gamers evaluate a streamer’s level of expertise
through gaming rank, win loss ratio, number of subscribers as well as their in- game
strategies, and general knowledge regarding in-game mechanics. Wider knowledge

displayed by streamers through showcasing exceptional game play in their streaming
contents leads to higher levels of perceived expertise, (De La Hera, 2020).
This is supported by another study which is conducted by King (2019), wherein the
author emphasized the importance of expertise as it provides a framework for corporations
to use when engaging in influencer marketing, since greater level of expertise often results
to higher source credibility in audience’s perceptions.
Table 7
Level of Influence of Rhetorical Appeals to MOBA Gamers in terms of Pathos
Standard
Measurement Mean Verbal Interpretation Rank
Deviation
I am more likely to
watch streamers
with opposite sex,
since they are 0.947
4.24 Extremely Influential 2ND
more attractive
compared to same
gender.
The physical
appearance such
as face and body
shape of a 0.935 4.03
streamer has an
impact to his/her
attractiveness.
Watching
streamers with
humorous
personality are 0.752 4.32 Extremely Influential 1ST
more enjoyable to
watch compare to
those who are not.
I am more likely to
play a specific
hero based on 0.909 3.97
his/her back-story Very Influential 5TH
(lore) inside the
game.
I send virtual gifts

like diamonds and
cash to streamers
as it boosts my
social status as a 1.058 4.14
fan which gives Very Influential 3rd
me a feeling of
sense of
superiority towards
other gamers.
TOTAL 4.14
Table 7 depicts the level of influence of MOBA Streamers promotion in terms of
Pathos, an average of 4.24 of the respondents agreed that it is Extremely Influential to
watch streamers with opposite sex, since they are more attractive compared to same
gender. Majority of the respondents which is an average of 4.03 classified the physical
appearance such as face and body shape of a streamer has an impact to his/her
attractiveness as Very Influential; while an average of 4.32 believe that watching
streamers with humorous personality are more enjoyable to watch compare to those who
are not is Extremely Influential; an average of 3.97 believed that they are more likely to
play a specific hero based on his/her back-story (lore) inside the game as Very Influential.
Lastly, a majority percentage of the respondents which is an average of 4.14 labeled
sending virtual gifts such as diamonds, cash, etc. to my favorite streamer as it boost my
social status as a fan which gives me a feeling of sense of superiority towards other
gamers as Extremely Influential.
Humor satisfies the audience’s need for escapism. Users turn to such platforms as
a way to relieve stress, escape from their everyday lives and forget about their problems
by watching others engage in one of their favorite hobbies. As mentioned by Ramirez et.al
(2020), the degree of escapism correlates with the frequency of watching game streaming.
Besides, humorous game streaming content can add to the creation of a higher
degree of game streaming entertainment. Humor is not only entertaining, but it can also
be a restoration which produces the effect of relieving strain. As such, an enjoyable
environment helps create positive perception for the viewers. With a persuasive effect of
humor appeal, it increases the willingness of the viewers to continue watching streaming
or even more benefits by giving virtual gifts to the MOBA streamers, (Nuangjamnong et.al,
2020).
Table 8
Level of Influence of Rhetorical Appeals to MOBA Gamers in terms of Logos
Standard
Measurement Mean Verbal Interpretation Rank
Deviation
Leveling up my
rank and/or
achieving mastery 0.774
of my favorite hero 4.26
Extremely Influential 2ND
are important to
me.
I purchase
functional items to
boost my gaming
performance, thus 0.799 4.17
giving me an
advantage over
other players.
I purchase in-
game decorative
items such as skin
as it boosts my 0.890 4.21 Extremely Influential 3RD
social status inside
the game.
I watch streaming
because I can
learn new
techniques, as 0.673 4.42
streamers give tips
Extremely Influential 1ST
while playing
which I could
imitate on my own
game play.
The visual and

audio effects of
decorative items
such as skins are 0.833 4.17
influencing my
purchasing
decisions.
TOTAL: 4.25
Table 8 portrays the level of influence of MOBA Streamers promotion in terms of
LOGOS, a vast majority of the respondents which is an average of 4.26 in total, said that
it is Extremely Influential for them to level up their ranks and/or achieving mastery of their
favorite hero is important to them; 4.17 of the respondents agreed that purchasing
functional items to boost their gaming performance is Extremely Influential; an average
of 4.21 of the respondents classified purchasing in-game decorative items such as skin as
it boosts their social status inside the game as Extremely Influential, an average of 4.42
of the respondents agreed that it is Extremely Influential for them to watch streaming
videos as they learn new techniques, as streamers give tips while playing which they could
imitate on their game play. Lastly, a total of an average of 4.17 categorized the visual and
audio effects of decorative items such as skins are influencing their purchasing decisions
on an Extreme level.
Platforms such as Twitch can satisfy the need for seeking information through
helping the audience to learn strategies, develop gaming skills and acquire game related
information by viewing and learning from streamers. Thus, game streaming services have
become an important source of information, (Gros et.al, 2017).
Another study fortifies this research as King (2019), reiterate that a MOBA game of
the uses of watching others play games is to improve own game play by learning the
desired behaviors from the streamer. This is how MOBA gamers utilize streamer videos
to reach their goals and develop their sense of achievement. Character competency here
ultimately drives gamers to purchase virtual items as a means of achievement to imitate
their favorite streamer. It is also a means of distinguishing a gamer from other gamers,
which builds gamers’ perception of visual authority.

Table 9
Measurement Weighted Mean Rank
Ethos 4.31 1ST
Pathos 4.14 3RD
Logos 4.25 2ND
As previously mentioned, most streamers remain unbiased as they demonstrate
both pros and cons of a virtual in-game item. Also, MOBA streamers facilitate MOBA
gamers’ assessment of virtual products' benefits without risking their money as they don’t
have to purchase the actual product itself, due to the fact that the streamers are showing
its features and benefits. As time passed by, it became a popular way of choosing which
virtual in-game items gamers would purchase. Consequently, electric word of mouth
(eWOM) further generates credibility of streamers' content, thereby building brand
evangelists who will spread positive eWOM, (Addo, 2021).
Moreover, Foster (2016) stated that user-generated content was determined to be a
reliable source to get opinions of products, and based on the results of his study, he
concluded that as the influence of UGC increases, the influence of marketing
communication decreases. From his perspective, MOBA game streams are more trusted
form of marketing communication in comparison to traditional marketing content
developed by any gaming brand.

Relationship Between Gamer Profile And Rhetorical Appeals
Table 10
Relationship of Gamer Profile and Rhetorical Appeal in Terms of Ethos
Computed p-value
Gamer Profile Verbal Interpretation Decision
Pearson-R (2-tailed)
Age 0.882* 0.000 High positive correlation Reject Ho
0.000 Moderate positive
Sex 0.824* Reject Ho
correlation
Location 0.251 0.032 Negligible correlation Accept Ho
Income 0.843* 0.000 High positive correlation Reject H
o
Gamer Type 0.762* 0.001 High positive correlation Reject Ho

*significant @p<0.01
The computed r for the significant relationship between Age and Rhetorical Appeal
in term of Ethos of the respondents is 0.88 which describe as high coefficient, and also
note the p-value is 0.000 which lesser to the assumed level of 0.01, which show a
significance. Therefore, the decision was to accept the alternative hypothesis that there is
a significant relationship between Age and Rhetorical Appeal in term of Ethos of the
respondents.
The computed r for the significant relationship between Sex and Rhetorical Appeal
in term of Ethos of the respondents is 0.82 which describe as moderate coefficient, and
also note the p-value is 0.000 which lesser to the assumed level of 0.01, which show a
a significant relationship between Sex and Rhetorical Appeal in term of Ethos of the
respondents.
The computed r for the significant relationship between Location and Rhetorical
Appeal in term of Ethos of the respondents is 0.25 which describe as low coefficient, and
also note the p-value is 0.032 which greater to the assumed level of 0.01, which show an
insignificance between the two. Therefore, the decision was to accept the null hypothesis
that there is no significant relationship between Location and Rhetorical Appeal in term of
Ethos of the respondents.
The computed r for the significant relationship between Income and Rhetorical
Appeal in term of Ethos of the respondents is 0.84 which describe as high coefficient, and
a significant relationship between Income and Rhetorical Appeal in term of Ethos of the
respondents.
The computed r for the significant relationship between Gamer Type and
Rhetorical Appeal in term of Ethos of the respondents is 0.76 which describe as high
coefficient, and also note the p-value is 0.001 which lesser to the assumed level of 0.01,
which show a significance. Therefore, the decision was to accept the alternative
hypothesis that there is a significant relationship between Gamer Type and Rhetorical
Appeal in term of Ethos of the respondents.
Every time you visit a trusted doctor and give you advice, you may not understand
all of the medical reasoning behind the advice, yet you still follow the directions because
you believe that the doctor knows what he is talking about. In the same manner, though
MOBA gamers do not fully understand what MOBA streamers say, the audience still
follows instructions of MOBA streamers as they believe streamers are gaming experts.
The audience then proceeds to acquisition of virtual in-game products. This concept
supports the idea of an expert source would have a significant role in improving attitudes
leading to a purchase behavior (Cam, 2019).
Table 11
Relationship between Gamer Profile and Rhetorical Appeal in Terms of Pathos
Gamer Profile Computed p-value

Decision
Pearson-R (2-tailed) Verbal Interpretation
0.000 Moderate positive Reject Ho

Sex 0.913* correlation
Income 0.922* 0.000 High positive correlation Reject Ho
Gamer Type 0.804* 0.002 High positive correlation Reject Hoj
in term of Pathos of the respondents is 0.82 which describe as high coefficient, and also
a significant relationship between Age and Rhetorical Appeal in term of Pathos of the
respondents.
in term of Pathos of the respondents is 0.91 which describe as moderate coefficient, and
a significant relationship between Sex and Rhetorical Appeal in term of Pathos of the
respondents.
Appeal in term of Pathos of the respondents is 0.32 which describe as low coefficient, and
also note the p-value is 0.021 which greater to the assumed level of 0.01, which show an
Pathos of the respondents.
Appeal in term of Pathos of the respondents is 0.92 which describe as high coefficient,
and also note the p-value is 0.000 which lesser to the assumed level of 0.01, which show
a significance. Therefore, the decision was to accept the alternative hypothesis that there
is a significant relationship between Income and Rhetorical Appeal in term of Pathos of
the respondents.
Rhetorical Appeal in term of Pathos of the respondents is 0.80 which describe as high
Appeal in term of Pathos of the respondents.
An emotional buying motive is based on happiness, fear, pride, and status. Since
the product selection is subjective rather than objective, purchasing decisions are
impulsive. A previous study revealed that positive emotions towards a brand simulate
consumers’ long-term relationship and loyalty. Based on the results of his study,
advertisements with entirely emotional content is almost twice more effective in
comparison than rational information-based ads. Emotions are the key drivers that
stimulates gamers' feelings and influence on their’ choices and decisions, thereby
boosting purchases due to the fact that purchases are often whimsical rather than based
on information and pre-purchase deliberation. In other words, consumers tend to buy what
they emotionally want instead of what they rationally need, (Bao, 2020).
Table 12
Relationship between Gamer Profile and Rhetorical Appeal in Terms of Logos
Gamer Profile p-value Verbal Interpretation

Computed
(2- Decision
Pearson-R
tailed)
0.002 High positive correlation Reject Ho
Age 0.833*
Sex 0.712* 0.001 High positive correlation Reject Ho
Gamer Type 0.873* 0.000 High positive correlation Reject Ho

in term of Logos of the respondents is 0.83 which describe as high coefficient, and also
no significant relationship between Age and Rhetorical Appeal in term of Logos of the
respondents.
in term of Logos of the respondents is 0.71 which describe as high coefficient, and also
a significant relationship between Sex and Rhetorical Appeal in term of Logos of the
respondents.
Appeal in term of Logos of the respondents is 0.26 which describe as low coefficient, and
also note the p-value is 0.034 which lesser to the assumed level of 0.01, which show an
Logos of the respondents.
Appeal in term of Logos of the respondents is 0.92 which describe as very high coefficient,
and also note the p-value is 0.000 which lesser to the assumed level of 0.01, which show
a significance. Therefore, the decision was to accept the alternative hypothesis that there
is a significant relationship between Income and Rhetorical Appeal in term of Logos of the
respondents.
Rhetorical Appeal in term of Logos of the respondents is 0.87 which describe as high
Appeal in term of Logos of the respondents.
Through utilizing multiple linear regression analysis, Mokodompit et.al (2020)
concluded that a rational buying motive has a greater effect on purchase decision in-game
virtual products. This suggests that when MOBA gamers purchase virtual goods, they use
forward rational thinking rather than emotional. MOBA gamers prioritize price, usefulness,
and efficiency game play of in-game virtual products rather than emotional motives such
as visual and audio effects.
Table 13
Relationship between Gamer Profile and Overall Rhetorical Appeal
Gamer Profile Computed p-value

Decision
Pearson-R (2-tailed) Verbal Interpretation
Sex 0.810* 0.001 High positive correlation Reject Ho
0.021 Negligible correlation Accept Ho

Location 0.281

0.000 High positive correlation Reject Ho
Gamer Type 0.810*
To determine the significant relationship between Gamer Profile and Overall
Rhetorical Appeal of the respondents, Pearson r was used.
The computed r for the significant relationship between Age and Over all Rhetorical
Appeal of the respondents is 0.84 which describe as high coefficient, and also note the p-
value is 0.000 which lesser to the assumed level of 0.01, which show a significance.
Therefore, the decision was to accept the alternative hypothesis that there is no significant
relationship between Age and over all Rhetorical Appeal of the respondents.
The computed r for the significant relationship between Sex and Over all Rhetorical
Appeal of the respondents is 0.81 which describe as high coefficient, and also note the p-
value is 0.001 which lesser to the assumed level of 0.01, which show a significance.
Therefore, the decision was to accept the alternative hypothesis that there is a significant
relationship between Sex and over all Rhetorical Appeal of the respondents.
The computed r for the significant relationship between Location and Over all
Rhetorical Appeal of the respondents is 0.28 which describe as low coefficient, and also
note the p-value is 0.021 which lesser to the assumed level of 0.01, which show an
that there is no significant relationship between Location and Over all Rhetorical Appeal
of the respondents.
The computed r for the significant relationship between Income and Over all
Rhetorical Appeal of the respondents is 0.89 which describe as high coefficient, and also
a significant relationship between Income and over all Rhetorical Appeal of the
respondents.
The computed r for the significant relationship between Gamer Type and Over all
Rhetorical Appeal of the respondents is 0.81 which describe as high coefficient, and also
a significant relationship between Gamer Type and over all Rhetorical Appeal of the
respondents.
Generic brand advertisements online are annoying. For the reason that people try to
escape advertisements, 40% of the millennial are using adblock (Johansen and Guldvik,
2017). However, adblocks cannot block game streaming content, which is one of the
reasons influencer marketing is effective, making MOBA streamers very suitable and
powerful upon amassing and retaining specific, high quality audience through
simultaneously using the three modes of persuasion of Rhetorical Appeals which are
Ethos, Pathos, and Logos. This fits within marketing, where a clear understanding of the
target market is crucial upon developing marketing communications that will resonate with
the target audience, (Hill, 2019).
The fact that influencer marketing is a relatively new marketing strategy creates vast
opportunities. Tapinfluence, together with Nielsen (2016), emphasizes that influencer
marketing gives a return on investments 11 times higher than traditional forms of digital
marketing. As Nielsen further stated, 92% of the consumer market trust recommendations
from individuals rather than brands.
Influencers are being perceived as more credible, believable and knowledgeable,
and that 82% are highly likely to follow an influencer’s advice. Compared to celebrities that
may help to increase brand awareness, influencers will drive the product engagement
even further and increase sales and brand loyalty. The influencers are very often focused
on a specific niche, which results in increased engagement around a product, (Johansen
and Guldvik, 2017).
Analysis of Variance Between Gamer Profile and Rhetorical Appeals
Table 14
Analysis of Variance between Age and Rhetorical Appeals
Rhetorical Appeals F-Value Significance Decision on H0

24.111*
Ethos 0.000 Reject H0
20.102*
Pathos 0.000 Reject H0
24.125*
Logos 0.000 Reject H0
*Significance at p<0.01
As shown in table 14, Rhetorical Appeals: Ethos, Pathos and Logos has a respective
F-Value of 24.111, 20.102 and 24.125 with a respective p-value of 0.000, 0.000 and 0.000.
Since all the p-values are lesser than the assumed level of significance of 0.01, the
alternative hypothesis is confirmed, that the Gamers Sex has something to do with MOBA
streamers' promotion of virtual in-game products in terms of Rhetorical Appeals.
A good persuasive writer should know which emotion to tap into, taking into
consideration the social status, but also the age of the audience, (Krishnan et.al, 2020).
This is supported by the research conducted by Margot et al., (2021) wherein they stated
in their study that as people age, their perception of time left in life decreases, leading to
an increased importance of emotionally-meaningful goals and relative to knowledge-
related goals. This suggests that Pathos and Logos become more effective as people get
older. Furthermore, previous researches reveal that positive emotions towards a brand
significant method plays a vital role in benefiting the brand, which usually aims to stimulate
consumers’ long-term relationship and loyalty, (Bao, 2020).
Table 15
Analysis of Variance between Sex and Rhetorical Appeals

18.124*
20.234*
17.134*
As shown in table 15, Rhetorical Appeals: Ethos, Pathos and Logos has a
respective F-Value of 18.124, 20.234 and 17.134 with a respective p-value of 0.000, 0.000
and 0.000. Since all the p-values are lesser than the assumed level of significance of 0.01,
the alternative hypothesis is confirmed, that the Gamers Sex has something to do with
MOBA streamers' promotion of virtual in-game products in terms of Rhetorical Appeals.
Several studies show that gender moderates behavioral intention. Men, while
using the Internet, put more emphasis on fun or pleasure compared to women. The same
is true in an online shopping situation, as men were shown to regard sexual entertainment
factors more than women do, (Cho, 2015). Furthermore, Cho stated that men are more
goal-oriented than women are, therefore, achievement motivation will be more salient
among men than women. This is supported by a previous research of King (2019) as he
concluded that males with high-perceived usefulness and ease of use of virtual in-game
items are more likely to purchase virtual goods than females with similar perceptions,
(King, 2019).
Table 16
Analysis of Variance between Location and Rhetorical Appeals

0.524
Ethos 0.071 Accept H0
1.542
Pathos 0.083 Accept H0
0.725
Logos 0.092 Accept H0
* Significance at p<0.01
and 0.092. Since all the p-values are greater than the assumed level of significance of
0.01, the null hypothesis is confirmed, that the Gamers Location has nothing to do with
Several studies suggested that the address of gamers doesn't necessarily affect
gaming intensity and consuming streams. As Tapinfluence & Nielsen (2016) released their
findings, it states that consumers themselves actively seek influencers and fellow gamers
in social media platform. Furthermore, the social aspect of online games such as MOBA
games attracts many gamers, who see online game play as an opportunity to interact with
new people and make friends online. This interaction doesn't have anything to do with
location of gamers, as everything about MOBA games and MOBA streaming occur online.
This is echoed by a previous study which concluded that social motivators is one of the
primary drivers for online gaming and identified social motivations to be the foremost
driving factor for online game play, (Millar, 2017).
Table 17
Analysis of Variance between Income and Rhetorical Appeals

27.414*
21.527*
24.105*
the alternative hypothesis is confirmed, that the Gamers Income has something to do with
Free-to-play games are games tend to attract a large number of users and were
responsible for 80% of digital game revenue in 2018, (King, 2019). In the study done by
Millar (2017), it was pointed out that there is a common pattern across MOBA games.
Wherein, game content becomes more difficult to play as users proceed to higher stages.
As such, MOBA gamers tend to select money as a way to overcome the difficulties. This
can be done through the use of functional items that boost the game performance of a
certain gamer. It was also found that high spenders tend to purchase both functional items
and decorative items, whereas low spenders tend to purchase more on functional items.
In other words, players who have less income tend to focus more on improving his gaming
performance than players who have spent more money. As previously mentioned, rare
virtual in-game items are those that offer improved status, respect, and appreciation of
other players. Other examples of virtual in-game items are limited edition goods that hold
social value due to their scarcity. Likewise, gamers with higher income tend to purchase
more of these products, even though it doesn't necessarily affect their game play, (Millar,
2017).
Table 18
Analysis of Variance between Gamer Type and Rhetorical Appeals

Ethos 30.052* 0.000 Reject H0
Pathos 24.189* 0.000 Reject H0
Logos 17.255* 0.000 Reject H0
the alternative hypothesis is confirmed, that the Gamers Type has something to do with
The willingness to pay can differ a lot from person to person depending on their
personal values and perceptions, (Goltermann, 2020). This is echoed by another research
that states, monetization of free-to-play business models occurs in a number of ways such
as membership fees, season passes or in-game item purchases. These revenue streams
can be considered secondary products that gamers choose to purchase depending on
their needs and the type of gamer they are, (King, 2019). As previously mentioned, since
gaming intensity becomes more competitive as gamers attain higher rankings, hardcore
gamers also known as game-oriented gamers tend to rely on functional items as a way to
overcome challenges and difficulties. As for decorative items, although they don't have
any functional attribute at all, casual gamers also known as fashion-oriented gamers still
purchase these in-game items to express themselves in a virtual world, (Cho, 2015).
Chapter V
MAJOR FINDINGS, CONCLUSIONS, RECOMMENDATIONS
This chapter deals with the presentation major findings upon interpreting the
summarized results from the previous chapter. And from those findings, conclusions were
made in a summarized manner. Finally, recommendations of the study were suggested in
the latter part for the purpose of solving the current issues at hand as well as exploiting
opportunities ahead.
Summary of Findings
Gamer Profile
1. Age of the respondents: 104 or 51.23% of the respondents are of ages 21 to 40
years old; 49 or 24.14 % are of ages 20 years old and below; 36 or 17.73% are
of ages 31-40 years old; 14 or 6.90% are of ages 41-50 years old, while there
were 0 respondents whose ages are 51 years old and above.
2. The sex of the respondents shows that the majority which is 115 or 56.65% are
Male while 88 or 43.35% are Female.
3. Monthly income of the respondents. The data shows that 117 or 57.64% have a
monthly income of ₱10,000 below; 68 or 33.50% have a monthly income ranging
from ₱10,000 - ₱20,000; 9 or 4.43% have an income of ₱20,001 - ₱30,000; while
the remaining 9 or 4.43% have a monthly income of ₱30,000 and above.

4. Location of the respondents. Out of the 27 Barangays in San Pedro Laguna, 32
or 15.76% are from Langgam, 21 or 10.34% are from GSIS, 15 or 7.39% are from
San Antonio, both Estrella and United Bayanihan have 11 respondents that
corresponds to 5.42%, Laram with 10 or 4.93%, Chrysanthemum and San Vicente
with 8 or 3.94%, Bagong Silang, Nueva and Pacita 2 with 7 or 3.45%, Calendola,
Cuyab, Maharlika, Poblacion with 6 or 2.96%, Landayan, Narra, Riverside,
Rosario and San Roque with 5 or 2.46%, for Pacita 1 and Sto. Niño they have 4
or 1.97%, Magsaysay, Sampaguita Village and United Better Living with 3 or
1.48%, and lastly both San Lorenzo Ruiz and Fatima got 0.
5. Gamer Type of the Respondents. Majority classified themselves as Casual
Gamers with a total number of 131 or 64.53% while the remaining 72 or 35.47%
are Hardcore Gamers.
Level Of Influence Of MOBA Streamers' Rhetorical Appeals
6. Upon assessing the level of influence of MOBA Streamers promotion in terms of
Ethos, it shows that the level of influence of MOBA Streamers promotion in terms
of Ethos, it clearly shows that an average of 4.49 of the respondents believes that
MOBA Streamers are reliable source of latest game strategy information and/or
new metas as Extremely Influential; an average of 4.42 of the respondents agreed
that they base the credibility of the content on the streamers rank as Extremely
Influential; an average of 4.2 of the respondents said that they base the credibility
of the streamers with higher level of gaming skills as Extremely Influential; an
average of 4.12 believe that streamers' content promotions are credible as they
provide sufficient information about in-game items which helps them on their
purchasing decisions as Very Influential. Lastly, an average of 4.32 of the
respondents believe that in comparison to regular ads, streamers' promotion is
more credible because streamers are unbiased as they show both pros and cons
of in-game items is Extremely Influential.
7. In assessing the level of influence of MOBA Streamers promotion in terms of
Pathos, It shows that the level of influence of MOBA Streamers promotion in terms
of Pathos, an average of 4.24 of the respondents agreed that it is Extremely
Influential to watch streamers with opposite sex, since they are more attractive
compared to same gender. Majority of the respondents which is an average of
4.03 classified the physical appearance such as face and body shape of a
streamer has an impact to his/her attractiveness as Very Influential; while an
average of 4.32 believe that watching streamers with humorous personality are
more enjoyable to watch compare to those who are not is Extremely Influential;
an average of 3.97 believed that they are more likely to play a specific hero based
on his/her back story (lore) inside the game as Very Influential. Lastly, a majority
percentage of the respondents which is an average of4.14 labeled sending virtual
gifts such as diamonds, cash, etc. to my favorite streamer as it boosts my social
status as a fan which gives me a feeling of sense of superiority towards other
gamers as Extremely Influential.
8. In assessing the level of influence of MOBA Streamers promotion in terms of
Logos, it shows that the level of influence of MOBA Streamers promotion in terms
of LOGOS, a vast majority of the respondents which isan average of 4.26 in total,
said that it is Extremely Influential for them to level up their ranks and/or achieving
mastery of their favorite hero is important to them; 4.17 of the respondents agreed
that purchasing functional items to boost their gaming performance is Extremely
Influential; an average of 4.21 of the respondents classified purchasing in-game
decorative items such as skin as it boosts their social status inside the game as
Extremely Influential, an average of 4.42 of the respondents agreed that it is
Extremely Influential for them to watch streaming videos as they learn new
techniques, as streamers give tips while playing which they could imitate on their
game play. Lastly, a total of an average of 4.17 categorized the visual and audio
effects of decorative items such as skins are influencing their purchasing
decisions on an Extreme level.
Relationship between Gamer Profile and Rhetorical Appeals
9. Upon rating the MOBA streamers' promotion based on the three modes of
persuasion of Rhetorical Appeals, it shows that Ethos ranked first with a weighted
mean of 4.31; Logos ranked second with a weighted mean of 4.14; & Pathos
ranked 3rd with a weighted mean of 4.25.
10. There is a significant relationship between "Rhetorical Appeals in terms of Ethos"
and "Gamer Profile" which are age, sex, income, and gamer type with a p-value
of 0.000, 0.000, 0.000, 0.001 and Computed Pearson R of 0.882, 0.824, 0.843,
0.762, respectively. On the other hand, the results also suggest that there is no
significant relationship between "Rhetorical Appeals in terms of Ethos" and
"Gamer Profile" which is location with a p-value of 0.032 and Computed Pearson
R of 0.251, respectively.
11. There is a significant relationship between "Rhetorical Appeals in terms of Pathos"
of 0.001, 0.000, 0.000, 0.002 and Computed Pearson R of 0.821, 0.913, 0.922,
and 0.804, respectively. On the other hand, the results also suggest that there is
no significant relationship between "Rhetorical Appeals in terms of Pathos" and
12. There is a significant relationship between "Rhetorical Appeals in terms of Logos"
of 0.002, 0.001, 0.000, 0.000, and Computed Pearson R of 0.833, 0.712, 0.921,
and 0.873, respectively. On the other hand, the results also suggest that there is
no significant relationship between "Rhetorical Appeals in terms of Logos" and
13. There is a significant relationship between "Overall Rhetorical Appeals" and
"Gamer Profile" which are age, sex, income, and gamer type with a p-value of
0.000, 0.001, 0.000, 0.000, and Computed Pearson R of 0.843, 0.810, 0.892,
0.810, respectively. On the other hand, the results also suggest that there is no
significant relationship between "Overall Rhetorical Appeals" and "Gamer Profile"
which is location with a p-value of 0.021 and Computed Pearson R of 0.281,
respectively.
Analysis of Variance between Gamer Profile and Rhetorical Appeals
14. There is a significant difference between the levels of influence of Rhetorical
Appeals: Ethos, Pathos, and Logos when group according to Age with a
respective F-Value of 24.111, 20.102, and 24.125 as well as a respective p-value
of 0.000, 0.000, and 0.000.
15. There is a significant difference between the level of influence of Rhetorical
Appeals: Ethos, Pathos, and Logos when group according to Sex with a respective
F-Value of 18.124, 20.234 and 17.134 as well as a respective p-value of 0.000,
0.000, and 0.000.
16. There is no significant difference between the level of influence of Rhetorical
Appeals: Ethos, Pathos, and Logos when group according to Location with a
respective F-Value of 0.524, 1.542, and 0.725 as well as a respective p-value of
0.071, 0.083, and 0.092.
17. There is a significant difference between the level of influence of Rhetorical
Appeals: Ethos, Pathos, and Logos when group according to Income with a
of 0.000, 0.000, and 0.000.
18. There is a significant difference between the levels of influence of Rhetorical
Appeals: Ethos, Pathos, and Logos when group according to Gamer Type with a
of 0.000, 0.000, and 0.000.

Conclusions
Gamer Profile
1. Majority of our respondents are of ages 21 to 30 years old. This bracket are the
most likely influenced by MOBA Streamers.
2. Male respondents have the highest percentage and are more likely to be
influenced by MOBA Streamers compare to women with the same perceptions.
3. Most of the respondents have monthly expenses of ₱10,000 below, the results
show that majority of MOBA gamers have low purchasing power.
4. Out of the 27 barangays in San Pedro, Laguna, most of the respondents came
from Barangay Langgam.
5. Based on our data, majority of our respondents were classified as Casual
Gamers, while the minorities are Hardcore Gamers.
6. The results of "Level of Influence of Rhetorical Appeals in terms of Ethos"
revealed that MOBA Streamers are reliable source of latest game strategy
information and/or new metas got the highest percentage and have remarks of
extremely influential. This suggests that MOBA gamers are more likely to perceive
MOBA streamers with high level of in-game knowledge as credible.
7. The results of "Level of Influence of Rhetorical Appeals to MOBA gamers in terms
of Ethos" revealed: MOBA Streamers are reliable source of latest game strategy
information and/or new metas got the highest percentage and have remarks of
extremely influential. This means that MOBA gamers prefer to watch MOBA
streamers with humorous personality, as they see it as a form of escapism which

relieves strains. And some of them are even willing to send virtual gifts to support
their favorite streamer.
8. The results of "Level of Influence of Rhetorical Appeals to MOBA gamers in terms
of Logos" revealed: "I watch streaming because I can learn new techniques, as
streamers give tips while playing which I could imitate on my own game play" got
the highest percentage and have remarks of extremely influential. This suggests
that MOBA gamers are more likely to watch streamers who act as an educator
through sharing latest in-game information to audience.
9. Among the three modes of persuasion of Rhetorical Appeals, the result of this
research suggests that Ethos has the greatest influence to MOBA gamers.
Relationship between Gamer Profile and Rhetorical Appeals
10. As the result suggests, there is a significant relationship between "Rhetorical
Appeals in terms of Ethos" and "Gamer Profile" which are age, sex, income, and
gamer type. On the other hand, the result suggests that there is no significant
relationship between "Rhetorical Appeals in terms of Ethos" and "Gamer Profile"
which is location.
11. As the result suggests, there is a significant relationship between "Rhetorical
Appeals in terms of Pathos" and "Gamer Profile" which are age, sex, income, and
gamer type. On the other hand, the result suggests that there is no significant
relationship between "Rhetorical Appeals in terms of Pathos" and "Gamer Profile"
which is location.
12. As "Rhetorical Appeals in terms of Logos" and "Gamer Profile" which are age,
sex, income, and gamer type. On the other hand, the result suggests that there is
no significant relationship between "Rhetorical Appeals in terms of Logos" and
"Gamer Profile" which is location.
13. There is a significant relationship between "Overall Rhetorical Appeals" and
"Gamer Profile" which are age, sex, income, and gamer type. On the other hand,
the results also suggest that there is no significant relationship between
"Rhetorical Appeals in terms of Ethos" and "Gamer Profile" which is location.
Analysis of Variance between Gamer Profile and Rhetorical Appeals
14. As the result suggests, there is a significant difference between the level of
influence of MOBA streamers 'Rhetorical Appeals: Ethos, Pathos, and Logos in
promotion of virtual in-game products when grouped according to Age.
promotion of virtual in-game products when grouped according to Sex.
16. As the result suggests, there is no significant difference between the level of
promotion of virtual in-game products when grouped according to Location.
promotion of virtual in-game products when grouped according to Income.
promotion of virtual in-game products when grouped according to Gamer Type.

Recommendations
1. Gaming corporations should develop a plan to incorporate the desktop/laptop
MOBA games into mobile phone games to tap the exponentially increasing users
of mobile phones.
2. Influencer marketing industry should provide seminars and workshop for MOBA
streamers to further enhance their capability to promote in-game products through
balance usage of rhetorical appeals.
3. Influencer marketing industry together with gaming corporations should train
MOBA streamers upon understanding data analytics, so the MOBA streamers
themselves can determine the effectiveness of their promotion in real time
enabling MOBA streamers to adjust their content based on results.
4. Influencer marketing industry and gaming corporations should create a concept
of data analytics that will be easily understood by MOBA streamers.
5. Gaming corporations should also conduct extensive research about the
effectiveness of MOBA streamers' promotion of pay-to-play games.
6. Students and future researchers should conduct comparative analysis between
casual and hardcore MOBA streamers' promotion effectiveness.
7. Students and future researchers should conduct qualitative research to
undermine deeper understanding of MOBA gamer’s behavior towards MOBA
streamers and in-game items.
8. This study will further be utilized by future scholastic researchers as the
foundation of future studies regarding how MOBA streamers could influence
MOBA gamers by using Rhetorical Appeals.

9. This research contributes to gaming corporations and influencer marketing
industry by showing how MOBA gamers perceive the game mechanics and virtual
products; and how gaming companies can use MOBA streamers to promote these
virtual products in ways that encourages MOBA gamers in playing and sharing of
user generated content with other gamers ultimately leading the in-game
purchase of virtual in-game items.

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APPENDICES
APPENDIX 1: RESEARCH INSTRUMENT
REPUBLIC OF THE PHILIPPINES
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES SAN PEDRO CAMPUS
Greetings!
We are currently conducting a study on “RHETORICAL APPEALS AS MOBA
STREAMERS' MARKETING STRATEGIES IN PROMOTION OF VIRTUAL IN-GAME
PRODUCTS". In this study, you will be asked to complete a survey and your participation
is voluntary. As a respondent, you are free to withdraw from participating in the survey at
any time without giving any reason. It will only take you 10 minutes or less to accomplish
this survey.
There are no known risks associated with participating in this study. This survey
will not collect personal, private, and/or identifying information from any respondent and
all responses will be recorded anonymously. All information that you will provide in the
survey will be kept strictly confidential and only the researcher will have access to the
completed responses.
Target Participants: MOBA gamers currently living in San Pedro, Laguna
We are asking for your permission to answer this questionnaire. All information that you
will provide will be treated with confidentiality and for academic purposes only.
Part I. Profile of the Respondents
1. Age: ___ (20 years old and below)
___ (21 to 30 years old)
___ (50 years old and above)
2. Sex: ___ (Female)
___ (Male)
3. Income: ___ (Below ₱10,000)
___ (₱10,000 - ₱20,000)
___ (₱20,001 - ₱30,000)
___ (Above ₱30,000)
4. Location: ___ ( Bagong Silang)
___ (Calendola)
___ (Chrysanthemum)
___ (Cuyab)
___ (Estrella)
___ (Fatima)
___ (G.S.I.S.)
___ (Landayan)
___ (Langgam)
___ (Laram)
___ (Magsaysay)
___ (Maharlika)
___ (Narra)
___ (Nueva)
___ (Pacita 1)
___ (Pacita 2)
___ (Poblacion)
___ (Riverside)
___ (Rosario)
___ (Sampaguita Village)
___ (San Antonio)
___ (San Lorenzo Ruiz)
___ (Santo Niño)
___ (San Roque)
___ (San Vicente)
___ (United Bayanihan)
___ (United Better Living)
5. Gamer Type: ___ (Hardcore) More than 26 hours each week
___ (Casual) Less than 26 hours each week

PART II. Level of Influence of Rhetorical Appeals to MOBA Gamers
Legends:
5 - Extremely Influential
4 - Very Influential
3 - Moderately Influential
2 - Slightly Influential
1 - Not Influential at all
A. Level of Influence in terms of Ethos

ETHOS 5 4 3 2 1
Streamers are reliable source of latest

game strategy information and/or new
metas.
I perceive the content of streamers with

higher RANK as more credible.
I perceive the content of streamers with

higher level of GAMING SKILLS as more
credible.
Streamers' content promotions are

credible as they provide sufficient
information about in-game items which
helps my purchasing decision.
Compare to regular ads, streamers'

promotion is more credible because
streamers are unbiased as they show both
pros and cons of in-game items.
B. Level of Influence in terms of Pathos

PATHOS 5 4 3 2 1
I am more likely to watch streamers with

opposite sex, since they are more
attractive compared to same gender.
The physical appearance such as face and

body shape of a streamer has an impact to
his/her attractiveness.
Watching streamers with humorous

personality are more enjoyable to watch
compare to those who are not.
I am more likely to play a specific hero
based on his/her back-story (lore) inside
the game.
I send virtual gifts such as diamonds,

cash, etc. to my favorite streamer as it
boosts my social status as a fan which
gives me a feeling of sense of superiority
towards other gamers.
C. Level of Influence in terms of Logos

LOGOS 5 4 3 2 1
Leveling up my rank and/or achieving mastery of

my favorite hero is important to me.
I purchase functional items to boost my gaming
performance, thus giving me an advantage over
other players.
I purchase in-game decorative items such as
skin as it boosts my social status inside the
game.
I watch streaming because I can learn new
techniques, as streamers give tips while playing
which I could imitate on my own game play.
The visual and audio effects of decorative items
such as skins are influencing my purchasing
decisions.
APPENDIX 2: CERTIFICATION OF STATISTICAL TREATMENT
CERTIFICATION OF VALIDATION
This is to certify that that undergraduate thesis entitled “RHETORICAL APPEALS
OF STREAMERS IN PROMOTION OF VIRTUAL IN-GAME PRODUCTS”, submitted in
partial fulfillment of the requirements for the degree of Bachelor of Science in Business
Administration Major in Marketing Management, embodies the result of a bona fide
research work carried out by Nico Caguimbal, Mark Denver Lim, John Lloyd Mustacisa,
Roxanne Marie Regidor and Alexander Vital. To the best of my knowledge and belief, the
computation of the data used as a tool in presentation, analysis, and interpretation of data
in the undergraduate thesis has been duly validated under my guidance and supervision.
ANJO MARCELO
Statistician
APPENDIX 3: CERTIFICATION OF EDITING
CERTIFICATE OF VALIDATION
This is to certify that the undergraduate feasibility study entitled “Rhetorical
Appeals Of MOBA Streamers In Promotion Of Virtual In-game Products”, submitted in
partial fulfillment of the requirements for the degree Bachelor of Science in Business
Administration Major in Marketing Management, embodies the result of a bona fide
research work carried out by Nico Caguimbal, Mark Denver Lim, John Lloyd Mustacisa,
Roxanne Marie Regidor, Alexander Vital.
This verifies that the undersigned has reviewed, edited, and gone through all the
pages of this research in accordance with the set of structural rules that govern the
composition of sentences, phrases, and words in the English language.
CHRISTIAN TOBILLA, LPT

Grammarian
APPENDIX 4: CERTIFICATION OF MARKETING PROFESSIONAL
AS MOBA STREAMERS' MARKETING STRATEGIES IN PROMOTION OF VIRTUAL IN-
GAME PRODUCTS”, submitted in partial fulfillment of the requirements for the degree of
Bachelor of Science in Business Administration Major in Marketing Management,
embodies the result of a bona fide research work carried out by Nico Caguimbal, Mark
Denver Lim, John Lloyd Mustacisa, Roxanne Marie Regidor, and Alexander Vital.
To the best of my knowledge and belief, this verifies that the research instrument
crafted by the group has been reviewed, edited, and gone through all necessary measures
thereby making the said instrument valid to proceed in data gathering.
ISABELO DIONISIO
Marketing Professional
DANIEL GARBO
ANJO MARCELO
APPENDIX 5: CURRICULUM VITAE OF THE RESEARCHERS
CAGUIMBAL, NICO F.
26 Street Blk 33 Lot 4, Southern Heights Phase 1,
Brgy. Langgam, San Pedro, Laguna
0920 319 9489
nikobanlare@gmail.com
OBJECTIVES
• I want to learn more skills, strategies, knowledge in the company and know the
purpose of things in my work; I want to be a responsible and respected person to all my
fellow workers.
PERSONAL INFORMATION
Age : 21 years old

Sex : Male
Date of Birth : June 04, 2001
Place of Birth : San Miguel, Bulacan
Status : Single
Nationality : Filipino
EDUCATIONAL BACKGROUND
TERTIARY: Polytechnic University of the Philippines - San Pedro Campus

Bachelor of Science in Business Administration
Major in Marketing Management
2019 – Present
SEMINARS ATTENDED
• The Golden Circle: Flexible Advertising in the New Normal of Marketing

Management Students of PUP San Pedro Campus
December 10, 2021
• How and When: Success Through Marketing Leadership & Strategy
October 3, 2021
• Strategic Branding and Effective Marketing During Global Pandemic
September 19, 2021
• UPGRADE: Maximizing Digital Marketing amidst COVID 19 in both Local and
Global Markets
May 27, 2021
• Virtual Career Talk
May 19, 2021
I hereby certified that the foregoing statements are true and correct to the best of
my knowledge.
______________________________
LIM, MARK DENVER
MUSTACISA, JOHN LLOYD G.

Zone 6 Relocation Site,
Brgy. GSIS, San Pedro, Laguna
09099860510
mustacisajohn@gmail.com
OBJECTIVE
• To gain knowledge and experience in my chosen career and also with a clear
objective of bringing personal as well as professional growth.
Age : 21 years old

Sex : Male
Date of Birth : December 15, 2000
Place of Birth : Quezon City, Metro Manila
Status : Single

2019 – Present
SEMINARS ATTENDED

October 3, 2021
September 19, 2021
Global Markets
May 27, 2021
my knowledge.
______________________________
MUSTACISA, JOHN LLOYD
REGIDOR, ROXANNE MARIE T.

Blk. 11 Lot 51, Teodora Alonzo Street,
Brgy. San Jose, General Mariano Alvarez, Cavite
09636686376
rroxannemmarierregidor@gmail.com
OBJECTIVES
• To apply and expand my knowledge and skills through serving your organization
in pursuit of becoming a highly competent marketing professional.
•
Age : 22 years old
Sex : Female
Date of Birth : May 06, 2000
Place of Birth : Makati City, Metro Manila
Status : Single
2019 – Present
ACADEMIC CERTIFICATION
• Dean’s Lister (First Semester)

2020-2021
• President’s Lister (Second Semester)
2020-2021
SEMINARS AND WEBINARS ATTENDED

• The Golden Circle: Flexible Advertising in the New Normal of Marketing
Management Students of PUP San Pedro Campus
December 10, 2021
October 3, 2021

September 19, 2021

Global Markets
May 27, 2021
• Virtual Career Talk

May 19, 2021
my knowledge.
______________________________
REGIDOR, ROXANNE MARIE
VITAL, ALEXANDER
Blk. 7 Lot 3 Ruby Street Saint Francis Homes III,
Brgy. Landayan, San Pedro, Laguna
09701831791
alexanderv.vale@gmail.com
OBJECTIVE
To apply and expand my knowledge and skills through serving your organization
in pursuit of becoming a highly competent marketing professional.
Age : 22 years old

Sex : Male
Date of Birth : July 28, 1999
Place of Birth : San Pedro, Laguna
Status : Single

2019 – Present
ACADEMIC ACHIEVEMENTS
• Secretary of Central Student Council A.Y. 2022-2023

• Class President A.Y. 2021-2022
• President’s Lister A.Y. 2020-2021
SEMINARS ATTENDED
• Leadership Training Seminar: "Leadership Empowerment, Accepting Diversity and

Engaging to Responsibility" at Polytechnic University of the Philippines San Pedro
Campus, City of San Pedro, Laguna
2022
• Synergy Training Program Power of Persuasion: "Strengthening the Resiliency of

Future Leaders in the New Normal" at Polytechnic University of the Philippines San Pedro
Campus, City of San Pedro, Laguna
2022
my knowledge.
______________________________
VITAL, ALEXANDER

Polytechnic University of The Philippines

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POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 1

THE PROBLEM AND ITS SETTING

is, controlling numerous units, whereas, MOBA focuses on Micromanagement wherein a

player usually controls a single character, (Silva, 2017).

some of the mostly used video game streaming platforms.

generated contents of streamers serve as electronic word of mouth advertising, it tends to

Rhetorical Appeals can be used as a powerful tool of persuasion by streamers to spread

brand awareness and influence brand loyalty of gamers. Through narrowcasting on

making them an extremely effective agent in influencer marketing.

likely to purchase in-game items.

Promotion of Virtual In-game Products as Perceived by Gamers. Specifically, determining

and speakers to inform, persuade, or motivate particular audiences in specific situations.

the message conveyed that is design to persuade and impress people.

companies in conducting various studies regarding MOBA games streaming.

This research focuses on incorporating theories from studies relevant to Rhetorical

social media platforms.

Figure 1. Aristotle’s Rhetorical Appeals

Figure 2: Proposed Conceptual Framework

The proposed conceptual framework demonstrates the independent variables as

MOBA streamers’ promotion of virtual in-game products in terms of Rhetorical Appeals:

portraying a speaker's authority and credentials or credibility. Pathos is an appeal to the

emotions of the audience by evoking emotional response such as happiness, sadness,

and sound reasoning, facts, and rationality.

Additionally, researchers incorporated various theories from related literatures and

reliable effect on judgment derived from advanced training.

Statement of the Problem

This research aims to determine the level of influence of Rhetorical Appeals of

answer the following questions:

1. What is the demographic profile of MOBA gamers according to their:

1.4 Location; and,

1.5 Gamer Type.

2. What is the level of influence of MOBA Streamers’ promotion in terms of Rhetorical

2.2 Pathos; and,

3. Is there a significant relationship between gamer profile and MOBA streamers'

promotion of virtual in-game products in terms of Rhetorical Appeals?

4. Is there a significant difference between the levels of influence of MOBA streamers’

There is no significant relationship between gamer profile and MOBA streamers'

in promotion of virtual in-game items in terms of Rhetorical Appeals.

Objectives of the Study

in terms of the following:

2. Gauge the level of influence of Rhetorical Appeals of MOBA streamers in promotion of

3. Determine if there is a significant relationship between gamer profile and MOBA

streamers in promotion of virtual in-game items in terms of Rhetorical Appeals.

4. Determine if there is a significant difference between the levels of influence of MOBA

Scope and Limitations

The scope covered in this research primarily focuses on level of influence of

Pedro Laguna. Researchers studied a wider range of respondents' demographics in terms

before they can play it.

Significance of the Study

for game design and improvements.

expected importance to the individuals as follow:

• Influencer Marketing Industry & Gaming Corporations

Industry as researchers provided a comprehensive description about MOBA gamers'

• Academe and Future Researchers

scholastic researchers as a chief source of enlightenment through discovering credible

and reliable data which are essential in their future studies.

the nature of study:

Aristotle's Rhetorical Appeals is the art of persuasive communication that aims to

audiences in specific situations.

Ethos refers to the “persona, or projected character of a speaker or communicator,

including their credibility, authority, and trustworthiness”.

Pathos is used in persuasive speech as an appeal to the emotions of the audience

their particular beliefs or ideals.