User engagement with a popular food brand before, during and after a multi-day interactive marketing campaign on a popular live streaming platform
Abstract Objective: To assess viewer engagement of a food advertising campaign on the live streaming platform Twitch.tv, a social media platform that allows creators to live stream content and communicate with their audience in real time. Design: Observational analysis of chat comments across th...
| Main Authors: | , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Cambridge University Press
2023-04-01
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| Series: | Public Health Nutrition |
| Subjects: | |
| Online Access: | https://www.cambridge.org/core/product/identifier/S1368980023000083/type/journal_article |