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 |
| _version_ | 1797741979257274368 |
|---|---|
| author | Keally Haushalter Sara J Pritschet John W Long Caitlyn G Edwards Emma J Boyland Rebecca K Evans Travis D Masterson |
| author_facet | Keally Haushalter Sara J Pritschet John W Long Caitlyn G Edwards Emma J Boyland Rebecca K Evans Travis D Masterson |
| author_sort | Keally Haushalter |
| collection | DOAJ |
| description |
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 the Twitch platform containing the word ‘Wendy’s’ or ‘Wendys’ during a 5-day ad campaign compared with two 5-day non-campaign time periods. Comments were categorised as positive, negative or neutral in how their sentiment pertained to the brand Wendy’s.
Setting:
Twitch chatrooms.
Participants:
None.
Results:
There were significantly more chatroom messages related to the Wendy’s brand during the campaign period. When considering all messages, the proportion of messages was statistically different (x2 = 1417·41, P < 0·001) across time periods, with a higher proportion of neutral and positive messages and a lower proportion of negative messages during the campaign compared with the comparison periods. Additionally, the proportion of negative messages following the campaign was lower than before the campaign. When considering only positive and negative messages, the proportion of messages was statistically different (x2 = 366·38, P < 0·001) across each time period with a higher proportion of positive messages and a lower proportion of negative messages during the campaign when compared with the other time periods. Additionally, there was a higher proportion of positive messages and a lower portion of negative messages following the campaign when compared with before the campaign.
Conclusions:
This study demonstrates the impact and sustained impact of a fast-food brand ad campaign on brand engagement on the live streaming platform Twitch.
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| first_indexed | 2024-03-12T14:34:26Z |
| format | Article |
| id | doaj.art-98a4037c6463435faa8f52e88f19f4d5 |
| institution | Directory Open Access Journal |
| issn | 1368-9800 1475-2727 |
| language | English |
| last_indexed | 2024-03-12T14:34:26Z |
| publishDate | 2023-04-01 |
| publisher | Cambridge University Press |
| record_format | Article |
| series | Public Health Nutrition |
| spelling | doaj.art-98a4037c6463435faa8f52e88f19f4d52023-08-17T10:00:52ZengCambridge University PressPublic Health Nutrition1368-98001475-27272023-04-012671672410.1017/S1368980023000083User engagement with a popular food brand before, during and after a multi-day interactive marketing campaign on a popular live streaming platformKeally Haushalter0Sara J Pritschet1John W Long2Caitlyn G Edwards3https://orcid.org/0000-0003-2476-3259Emma J Boyland4Rebecca K Evans5Travis D Masterson6Department of Nutritional Sciences, College of Health and Human Development, The Pennsylvania State University, 226 Henderson, University Park, PA 16802, USADepartment of Nutritional Sciences, College of Health and Human Development, The Pennsylvania State University, 226 Henderson, University Park, PA 16802, USADepartment of Nutritional Sciences, College of Health and Human Development, The Pennsylvania State University, 226 Henderson, University Park, PA 16802, USADepartment of Nutritional Sciences, College of Health and Human Development, The Pennsylvania State University, 226 Henderson, University Park, PA 16802, USADepartment of Psychology, University of Liverpool, Liverpool, UKDepartment of Psychology, University of Liverpool, Liverpool, UKDepartment of Nutritional Sciences, College of Health and Human Development, The Pennsylvania State University, 226 Henderson, University Park, PA 16802, USA 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 the Twitch platform containing the word ‘Wendy’s’ or ‘Wendys’ during a 5-day ad campaign compared with two 5-day non-campaign time periods. Comments were categorised as positive, negative or neutral in how their sentiment pertained to the brand Wendy’s. Setting: Twitch chatrooms. Participants: None. Results: There were significantly more chatroom messages related to the Wendy’s brand during the campaign period. When considering all messages, the proportion of messages was statistically different (x2 = 1417·41, P < 0·001) across time periods, with a higher proportion of neutral and positive messages and a lower proportion of negative messages during the campaign compared with the comparison periods. Additionally, the proportion of negative messages following the campaign was lower than before the campaign. When considering only positive and negative messages, the proportion of messages was statistically different (x2 = 366·38, P < 0·001) across each time period with a higher proportion of positive messages and a lower proportion of negative messages during the campaign when compared with the other time periods. Additionally, there was a higher proportion of positive messages and a lower portion of negative messages following the campaign when compared with before the campaign. Conclusions: This study demonstrates the impact and sustained impact of a fast-food brand ad campaign on brand engagement on the live streaming platform Twitch. https://www.cambridge.org/core/product/identifier/S1368980023000083/type/journal_articleFood marketingTwitchStreamingUser engagementDigital marketing |
| spellingShingle | Keally Haushalter Sara J Pritschet John W Long Caitlyn G Edwards Emma J Boyland Rebecca K Evans Travis D Masterson User engagement with a popular food brand before, during and after a multi-day interactive marketing campaign on a popular live streaming platform Public Health Nutrition Food marketing Twitch Streaming User engagement Digital marketing |
| title | User engagement with a popular food brand before, during and after a multi-day interactive marketing campaign on a popular live streaming platform |
| title_full | User engagement with a popular food brand before, during and after a multi-day interactive marketing campaign on a popular live streaming platform |
| title_fullStr | User engagement with a popular food brand before, during and after a multi-day interactive marketing campaign on a popular live streaming platform |
| title_full_unstemmed | User engagement with a popular food brand before, during and after a multi-day interactive marketing campaign on a popular live streaming platform |
| title_short | User engagement with a popular food brand before, during and after a multi-day interactive marketing campaign on a popular live streaming platform |
| title_sort | user engagement with a popular food brand before during and after a multi day interactive marketing campaign on a popular live streaming platform |
| topic | Food marketing Twitch Streaming User engagement Digital marketing |
| url | https://www.cambridge.org/core/product/identifier/S1368980023000083/type/journal_article |
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