User engagement with a popular food brand before, during and after a multi-day interactive marketing campaign on a popular live streaming platform
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DOI: 10.1017/s1368980023000083
Abstract: 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… read more here.
Keywords: platform; proportion; live streaming; brand ... See more keywords
Continuance Intention to Use and Perceived Net Benefits as Perceived by Streaming Platform Users: An Application of the Updated IS Success Model
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DOI: 10.3390/bs12050124
Abstract: Video game streaming has become a popular leisure activity which, depending on content, level of skill, and user interest, reaches a wide array of audiences. Using streaming platforms, client users are able to broadcast their… read more here.
Keywords: net benefits; continuance intention; intention use; perceived net ... See more keywords