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Understanding The Persuasive Attributes Of Twitch Advertisements: A Study On The Effects Of Current Advertisements And Sponsorships, Colleen Sharkey
Understanding The Persuasive Attributes Of Twitch Advertisements: A Study On The Effects Of Current Advertisements And Sponsorships, Colleen Sharkey
Electronic Theses and Dissertations
The research in this study aims to investigate the effectiveness of Twitch’s current advertising option, which includes mid-roll, pre-roll, and sponsored streams. It will focus on usefulness of content, brand credibility, purchase intent, and streamer credibility. Twitch has seen a surge in growth and attention in recent years, with an average of 31 million daily visitors and 1.3 trillion minutes watched globally in 2021 alone (Twitch Sales, 2022). However, despite Twitch’s growing popularity as an entertainment and entrepreneurship platform, little research has been conducted on the impact of its advertising options on brand perception. This study seeks to address this …