User engagement with a popular food brand before, during and after a multi-day interactive marketing campaign on a popular live streaming platform

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...

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Bibliographic Details
Main Authors: Keally Haushalter, Sara J Pritschet, John W Long, Caitlyn G Edwards, Emma J Boyland, Rebecca K Evans, Travis D Masterson
Format: Article
Language:English
Published: Cambridge University Press 2023-04-01
Series:Public Health Nutrition
Subjects:
Food marketing
Twitch
Streaming
User engagement
Digital marketing
Online Access:https://www.cambridge.org/core/product/identifier/S1368980023000083/type/journal_article

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